We catch up with the winners of scaleUP on demo day
We catch up with the winners of scaleUP on demo day
On 14th November, ASOS headquarters became the setting for an inspiring celebration of diverse talent as we marked the scaleUP Incubator Programme, powered by Fashion Minority Report and ASOS.
Our six winning designers—Maddie of Senja by Maddie, Jackie of Eljae, Rosette of Revival London, Pokuaa Ansere of Kwaku Joseph, Isabelle of the namesake brand Isabelle Pennington-Edmeade, and Dolapo of Taideux—showcased collections developed over a year of mentorship. The event gave members of the fashion industry the unique opportunity to connect directly with the founders and learn about their journeys.
We caught up with the winners to explore their experiences of scaleUP, a programme that transformed their businesses in distinct yet meaningful ways.
Jackie, the creative force behind Eljae, found her mentor’s expertise in jewellery design invaluable:
“I felt incredibly fortunate to have guidance from someone directly in my field. Having a mentor who truly understood the fashion jewellery industry made it much easier to ask specific questions, and I appreciated the supportive environment where no question felt too small. What I valued most was her willingness to share insights I could directly apply to my brand’s development.”
For Rosette of Revival London, the mentorship had a profound impact:
“One of the biggest takeaways was refining my pricing strategy and learning how to cost products while balancing affordability with strong profit margins. My mentor also provided me with deadstock materials that aligned perfectly with my upcycling ethos and new design focus, as well as introductions to manufacturers who could support our growth. Beyond the tangible benefits, I learned to approach my business with a more structured mindset. Balancing creativity with commercial viability and fostering strategic partnerships will continue to shape how I grow Revival London while staying true to its mission.”
Pokuaa, founder of Kwaku Joseph, described the mentorship as an invaluable experience:
“I gained insights into balancing creativity with commercial viability and learned to refine my design process to align more closely with customer needs. I also explored new ways of incorporating sustainable practices without compromising my brand’s identity. Through my mentor’s guidance, I began looking at my business from a more analytical and financial perspective, which was transformative. The mentorship expanded my knowledge of the industry, storytelling, design, and business practices in ways I couldn’t have imagined.”
For Dolapo of Taideux, the mentorship opened unexpected doors:
“Being completely new to working with a major retailer, I’ve faced my share of challenges, but it’s been an incredible learning process. From understanding how to meet the expectations of a global retailer to refining my approach to design and business operations, I’ve gained insights I never thought possible. One of the biggest lessons has been how to stay organised and plan ahead in line with buying seasons—an essential skill for scaling a brand. This experience has also given me the confidence to approach other retailers with the knowledge and tools to succeed.”
Isabelle reflected on the transformative impact of working with ASOS:
“Designing a collection with ASOS was a significant learning experience. Transitioning from a small, made-to-order brand to navigating a wholesale fashion supply chain was a major step. It introduced me to aspects of the industry rarely covered at university, and having the backing and expertise of such a successful retailer made a huge difference. This process has helped my brand evolve, and I’ll carry forward many of these lessons as I continue to grow.”
Maddie of Senja by Maddie shared how the scheme addressed the challenges of running a small brand:
“Applying for the scaleUP scheme felt like the right step because running a small brand can often feel isolating and overwhelming. There’s no clear roadmap, and it’s hard to figure out the next steps or how to scale. The scheme filled those gaps with much-needed guidance, helping me build confidence and clarity for the future of my brand.”
The demo day showcased the incredible potential of underrepresented designers when they’re given access to the tools and opportunities they need to succeed. By celebrating their talent and providing the resources to help scale their businesses, scaleUP is actively shifting the narrative in the fashion industry. Our mission is to bring underrepresented designers to the forefront, ensuring they receive the recognition, opportunities, and information they deserve to thrive.
If you’d like to join us in supporting these exceptional designers, you can explore their work here:
Senja by Maddie, Eljae, Revival London, Kwaku Joseph, Isabelle Pennington-Edmeade, and Taideux