IN CONVERSATION WITH SOPHIA WEBSTER
Sugar House Island is a hub for design, culture and independent creativity in the East End. We’re speaking to the people and brands helping to shape its special identity. In this instalment, we sit down with Sophia Webster, founder and creative director of the iconic British fashion brand, to discuss why the Island became home to her HQ, and how its heritage, atmosphere and growing creative community influence the brand today.
- What inspired you to choose Sugar House Island as the home for your HQ?
For us, it was the alchemy of heritage and modernity. Knowing the site was once a sugar refinery felt poetically aligned with our brand DNA — playful, sweet, and a little unexpected. Even the name felt right.
The architecture honours that industrial past while introducing light, space and elegance. It mirrors exactly what we try to do creatively: take traditional craftsmanship and infuse it with colour, whimsy and bold femininity. Being by the water, surrounded by natural light, makes it feel like a creative sanctuary — while still being firmly connected to London.
- How has being based on the Island influenced your team culture and creative process?
It’s transformed our day-to-day in the best possible way. There’s a sense of calm and space here that’s rare in London. The team can step outside for a walk along the river, reset between meetings, or even work outdoors in the square when the weather allows.
Having our design studio, archive and showroom together in one purpose-built space has also made a huge difference. It’s encouraged a more fluid, collaborative design process — it genuinely feels like our own little creative village.
- Your sample sales on the Island have become hugely popular. What role has the local community played in that success?
They’ve been completely heart-warming. We wanted the sales to feel like an event — a celebration — rather than just a transaction, and the local community has embraced that spirit wholeheartedly.
Residents and people working on the Island queue with such good energy, and it’s become a real social occasion. What’s surprised me most is how it’s introduced the brand to such a diverse mix of women right on our doorstep, many of whom have become genuine ambassadors. Their feedback, excitement and joy in discovering pieces is incredibly energising for the team and a reminder of why we do what we do.
- Have you connected with other businesses on the Island?
There’s a really genuine sense of community among the businesses here. We’ve bought a bike for our youngest from the Island, we’re regulars at the coffee spots, and of course we’re often at Jim & Tonic.
We’re also planning collaborative events using both our space and the bar — it feels like everyone is contributing to the shared energy of the Island, rather than operating in isolation.
- Looking ahead, what are your hopes for the next chapter at Sugar House Island?
I’d love to see the Island continue to cement itself as a go-to destination for British creativity. For Sophia Webster, that means deepening our presence — hosting more events, opening our doors, and inviting people into our world.
Longer term, I hope the Island’s creative community becomes increasingly woven into London’s wider art and design scene, attracting and nurturing talent. We want to be an active part of that story — inspiring and being inspired by our neighbours. It really feels like we’re only just at the beginning of a very exciting journey.