Chinti and Parker is known for its luxury cashmere, quirky knitwear and staple basics. Here, we talk to co-founder Anna Singh about incorporating British humour into the brand and why using the best materials is key
Chinti and Parker has been going for six successful years now. What spurred you to set it up with Rachael?
Rachael worked for Browns after university and I was at Pout cosmetics, which I co-owned. After I sold Pout and Rachael left Browns, we were both able to take on a new opportunity at the same time. We loved American luxury basics brands such as Vince and James Perse, and we’d more often than not come back from US trips with handfuls of tees and off-duty staples. We got the idea to start our own basics collection, but with a bit more of a European flair and British sense of wit.
Where do you get your inspiration for the quirky and fun designs that you do? Would you say this is a reflection of your own personal style?
We try to recreate our signature details in new ways each season, as well as to reintroduce fun new motifs that capture the Zeitgeist. Everyone in the design team contributes ideas, and we then see what sticks. Although I’m less on the quirky side – Rachael is more so – we always try to design things we would want to wear.
Ensuring you use the best materials and production factories is a big part of Chinti and Parker. How do you make sure these are of the highest standards and how important is it to you?
We source only natural, high-quality materials such as cashmere, bamboo and organic cotton in our designs and we also try to source as much as possible from Europe. Clothes are made where workers are most knowledgeable about the materials in India and Portugal. Our cashmere sweaters are crafted from Italian yarn on a family-run mill in Mauritius. It’s important simply because it’s impossible to ignore. Rachael and I have recently become mothers, and we can’t help but think of how we’re contributing to the wellbeing of the next generation.
What does being a British brand mean to you and how does this reflect in your collections?
British brands tend to have respect for heritage, and we try to uphold this ethos when it comes to our design details. The wit and playful side to the designs is also a nod to British humour.
What is your favourite piece from your current range?
The cashmere sweater with all-over 3D bows (pictured above) – it’s the perfect example of the type of casual-pretty aesthetic we’ve always aimed towards.
What are the future plans for Chinti and Parker?
As our classic-with-a-twist aesthetic really resonates with our customers, we are working on further developing our head-to-toe offering for a definitive Chinti-girl look.
What is your everyday luxury?
These days, the biggest luxury is time. Any time spent with my kids is a luxury – and maybe a good cake from Ottolenghi.
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