& Georgia Cherrie
from The Mercantile
The Mercantile Store provides ‘exceptional pieces where consciousness prevails over mass production and generic design.’ How did the concept come about, and why is the ethos important to you?
As The Mercantile started to develop, we realised that it was much more than just an opportunity to offer exceptional pieces. We also had a chance to create a store with a genuine soul and purpose. Our ethos has always been to provide remarkable pieces with a conscience—this is intrinsic to The Mercantile and has continued to guide our expansion into a multibrand store. We only seek brands that share our values.
This ethos evolved from our passion for vintage and what came with sourcing unique vintage pieces. We developed a Mercantile criteria to seek pieces with exceptional compositions, design and craftsmanship, which ultimately led to the notion of ‘consciousness prevailing over mass production.’
As a sea of generic products continue to flood the market, this ethos becomes more and more important to us. We believe fashion can have so much soul and tell unique stories; we want to represent designers and pieces that have greater meaning.
How do your personal values shape your business?
We like to believe that we are humble in our approach to business and fashion. Every piece of vintage we select and every designer we choose to work with has a sense of opulence that is more than just face value. It goes deeper to focusing on the craftsmanship and the fabric and materials used.
The Slow Fashion movement means…
Taking the time to create something, focusing on the finer details, having a conscience and ultimately thinking about the bigger picture. The Slow Fashion movement is a backlash to what the modern world has become; it is the consumer realising that beauty and craftsmanship has been lost in the fast paced world we live in. It is the desire for a quality product that will last a lifetime rather than a season.
The Mercantile embraces the Slow Fashion movement for exactly these reasons. We take pride in craftsmanship and look to detail, and ultimately see the value in supporting designers who create high quality pieces. It’s great to see a wider recognition of this forming, as people start to also see and understand the value in supporting the Slow movement.
“We like to believe that we are humble in our approach to business and fashion. Every piece of vintage we select and every designer we choose to work with has a sense of opulence that is more than just face value.”
How would you describe your relationship with fashion/clothing?
Georgia: Fashion has always been close to my heart and it always will be! My relationship with it has definitely evolved though—it started out quite simple, solely materialistic in value, but has since developed into something much more than that. It is a subject that I enjoy learning about and a subject that has led me to understanding many other areas outside of but still linked to fashion. Society, culture and history; it is all intertwined and has a story to tell.
Have your attitudes toward fashion changed as you've aged?
Georgia: Definitely, it’s so easy to be influenced by other people when you’re young and I was no exception. Now, however, fashion is more about me and less about other people. I’ve developed a sense of what I want from clothing and what it does for me; even simple things like what actually suits my body and what I feel comfortable in. I think comfort is such a crucial factor in fashion—I believe you have to feel comfortable in order to feel beautiful! I can definitely say that when I was younger comfort was not a factor for me.
What is your personal uniform?
Georgia: Essential items alongside unique pieces. A vintage or special piece paired with some cashmere, a silk slip or jeans would be my day-to-day uniform.
"The Slow Fashion movement is a backlash to what the modern world has become; it is the consumer realising that beauty and craftsmanship has been lost in the fast paced world we live in. It is the desire for a quality product that will last a lifetime rather than a season."
Is there a garment that has had a special place in your life or is linked to a treasured moment?
Georgia: My special jewels and gems came straight to mind when I read this question. They define memorable moments and people that are dearest to me; I don’t ever take them off. It’s almost as though they are embedded in my skin.
What tends to keep you up at night?
The Mercantile! It is our absolute everything and we are always meeting late at night to talk through ideas and run the store.
Who has impacted your life the most and how so?
Georgia: I think I can speak for the both of us when I say our mums. Paris and I both grew up with the most inspirational mothers who worked extremely hard to both raise their families and run their businesses at the same time. They definitely motivated us, and ultimately gave us the courage to start The Mercantile. They continue to support us every step of the way.
What are you both wearing in your portrait?
Paris wears: Vintage Givenchy top, Issey Miyake skirt and Prada shoes
Georgia wears: Christian Dior blazer, J Brand jeans and Sol Sana shoes
Thanks to The Mercantile