Founder Spotlight With Shaz Riley, The Butch Clothing Company
Shaz Riley is the Founder of The Butch Clothing Company, a bespoke clothing brand providing gender-neutral, bespoke suits and garments. Launched in 2009, Shaz started the company after struggling to find a suit that fit well and reflected her individual style and identity. Now Shaz is committed to offering a personalized experience and exceptional customer service for anyone who isn’t looking for traditionally gendered clothing.
During the interview, Shaz shared her creative process when working with a new client, the challenges of running a business when coming from a generation not based around tech, and a few of her experiences from being out in the 1980’s.
Let’s jump right in!
What inspired The Butch Clothing Company and how did you get started?
I started the company way back in 2009. I worked in high-end live events and often client-facing, having to wear suits. Now, as a butch-identified woman, my only option was to purchase ill-fitting men's suits. So I decided, with the support of my wife, to quit my job and form a company that could create perfect bespoke suits for women who identified in similar ways to me and struggled to find suits and shirts that fit to perfection.
What does your creative process look like when working on a new product?
The process is heavily client-led. I spend at least an hour on the phone with clients pre-consultation. Then, during the in-person or Skype consultation, they’re usually a bit nervous, so I first share our incredible fabrics. After that, we take a measurement profile and look at all the detailing and design options for their garments (I won't give too much away 🙂). The fabrics are UK high-end fabrics, which, once chosen, are sent to my production team at the studio where the garments are made. We cut paper patterns first, then cut the fabric, and our suit detailing is all hand-stitched.
My inspiration for fabrics, colors, and textures for clients goes beyond my personal taste. I know many clients like linen and tweed, so I always have a range of both. Some clients prefer bright colors, some muted, so I consider that, too. Also, why does the client want the suit? Is it for a wedding, work, a trendy event, or a formal occasion? Are they looking for a dinner suit or a tuxedo? Each of these factors is important to consider.
What is one challenge you have faced as the Founder of The Butch Clothing Company and how did you navigate it?
There have been major challenges, and therein lies a tale or two. First, gaining momentum and support from the lesbian community was hard. Especially before we built our reputation. Getting out there and being a visible presence is always a tough call. It’s a constant daily challenge for a micro business like ours. Especially with the rise in socials over the last 10 years.
My generation didn't have computers. We had to handwrite things. So, it has been difficult not coming from a tech-savvy generation. In 2009, when I decided to start my business, I had to learn and understand how to use a computer, what a website was, and how to navigate social media. I've been blessed with people who have been willing to help me. I’ve been very lucky in that way, but it can still be hard to show yourself as relevant. The challenge of staying present on search engines is a minefield for a small company. So, I suppose the challenge is visibility and being seen to answer the question. This is something I navigate daily.
What is your long-term vision for The Butch Clothing Company?
Long-term, we’re looking to see the company grow. We aim to find new marketplaces and reach people who haven’t heard of us. Also, to make it known that we are a global company accessible to gay women everywhere. Our success rate with our Skype consultations for the last 15 years has been truly amazing, but we know the reach could be greater. Therefore, we aim to strengthen our global presence whilst committing ourselves to offering a first-class service to the UK and overseas market like no other company.
I would also love to work with more trans and non-binary folks!
I’m passionate about helping people looking for a perfectly fitted bespoke suit. You shouldn't walk away from me until you're 150% happy, and the suit should make you feel the very best you've ever felt.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Learn your market, prepare, spend a year as we did in research and development, be brave, self-invest if you can. Also, don't lose sight of your goals, ethics, or purpose, and finally, always stay true to your vision.
What LGBTQ+ owned brands are your go-to's and why?
I love to support local gay businesses and entrepreneurs. I won't name any specifically because my wife and I use so many LGBTQI+ companies and brands for shopping, eating out, coffee, restaurants, etc. and it would be unfair to name just a few. However, I always strive to support small companies or individuals while encouraging my clients to work with gay photographers, gay wedding cake makers, travel agencies, and all other LGBTQI+ suppliers.
Can you tell us about a core value and how that value is applied to The Butch Clothing Company?
We have always maintained an ethical and sustainable business whilst supporting this industry in the UK and overseas. We use reliably sourced UK fabrics and have set up tailoring training programs for local women in India and Nepal, providing them with opportunities they might not have had otherwise.
My vision for the company has always been to embrace the global network both in terms of clients and resources, and there is no better or more ethical way of doing this than giving back to local communities.
How do you care for yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills passed and increased violence against our community)?
I was in my 20s, living my best life in the 1980s. Homophobia was on every corner. We had no sympathetic brand alliances. We had Clause 28 and Maggie Thatcher rallying against us in the UK. Gays and lesbians weren't allowed in the military, the age of consent had not been lowered, and we weren't allowed to marry or adopt children. IVF was almost impossible to get for gay women wanting children, etc.
Life for every generation of LGBTQIA+ people has been tough. We keep doing what we do, being out and proud, and shouting when those around us think they can terrorize us with their fear and hatred.
Who is your favorite LGBTQ+ celebrity and why?
The Indigo Girls: always out, always proud. I don’t believe Ellen is a bully versus just a strong woman standing up in a male-dominated workplace. KD Lang: never afraid to be who she was or is—all other LGBTQI+ entertainers and performers who were never afraid.
I spent 15 years working in West End Theatre, and wow, some brave actors and crew members stood proud and changed the path for so many others to be visible, and I am proud to have been part of that moment in history.
Can you share one fun or unusual fact about yourself?
Diana Ross once put her arm around me in front of the cast of Starlight Express in London and said, ‘Ah, isn't she gorgeous’ as I asked what she thought of the show. (circa 1985)
Check out The Butch Clothing Company’s profile on Famm here.
