From Fleece to Fashion: A Q&A with Dashing Tweeds
Dashing Tweeds has carved out a unique place in British fashion, blending heritage with innovation to bring tweed into the modern age. We sat down with Guy Hills, Director of Dashing Tweeds, to talk about their journey, their commitment to sustainability, and what’s next for this bold, forward-thinking brand.
The inspiration behind Dashing Tweeds
“The inspiration behind Dashing came initially from my desire to create a modern urban tweed for cycling around London,” Guy explains. “I had an old Harris Tweed jacket from my father which I cherished, but it looked too country for London. I loved the sportiness of tweed; it is after all the original sportswear fabric of Britain. I wanted to have a tweed which looked good in town and also had the idea of updating tweeds for cycling by adding reflective yarns with the wool.”
The vision became reality after a chance meeting with weaver Kirsty McDougall at her Royal College of Art graduation show.
“I asked if she could make my dreams a reality – and that’s where Dashing Tweeds really began.”
 Mens Long Coat in Acid Tweed |
 Dashing Tweeds Team |
 Selection of Garments in Jungle Tweed |
Doing things the right way
Sustainability is built into the foundations of Dashing Tweeds.
“It’s simple – we do things the right way. There’s a lot of greenwashing out there with brands justifying plastic with misleading terms like synthetic lambswool. I always wear real wool” Guy says.
“Fast fashion has led people to have a totally unrealistic value of clothing. Clothes should be made of quality cloth that will last years and can be repaired at any time. Our belief in quality means we don’t need to cut corners. We work with the best British mills and only weave with the finest wools – never polluting oil-based synthetics.”
Redefining tweed
Traditionally associated with muted country attire, tweed has taken on a new identity in the hands of Dashing Tweeds.
“When you look into the history of tweeds you realise the cloth has always had a certain dandy element,” Guy explains. “We’re bringing back the colour and playfulness of tweed, placing it in new arenas – from skate parks to cycle rides through the city – and even drawing on punk inspiration. Once we freed ourselves to use the whole of life’s colour palette, anything became possible.”
Championing British wool
British wool sits at the heart of their collections.
“I often tell people that workwear made of wool is really the British equivalent of denim,” Guy says. “In previous generations, people’s wardrobes were 80% wool. Very sadly this number has dropped and only 1% of clothing is made in wool. It’s vital that we support British wool. We use it in our autumn and winter collections because it’s warm, hard-wearing and makes the perfect weight for jackets and coats.”
Advice for a sustainable wardrobe
So, what can consumers do to make more conscious fashion choices?
“Always start by looking at the composition of the cloth when you buy any clothes,” Guy advises. “There’s a lot of greenwashing out there, but I personally love wearing wool – from fine Merino knits to British wool coats. Buy clothes that are stylish, bring you joy, and will last. The key to a sustainable wardrobe is to buy the best and look after it.”
Trends shaping the future
The team is optimistic about the direction of sustainable fashion.
“I see a whole circularity to fashion,” Guy notes. “Young people are buying and selling quality clothes on platforms like Vinted. Bespoke tailoring is coming back, giving garments longevity. And there’s a resurgence in textile waste recycling, like shoddy yarns. We used these recycled yarns for a scarf range – and it was very popular.”
What’s next?
The brand continues to push boundaries with innovative collaborations.
“We’ve just started a very exciting project with F1 driver Jacques Villeneuve. Taking his colourful championship helmet as inspiration, we’ve dyed wool in the exact colours and woven a collection of tweeds. At our shop, we’ve created a small range of jackets, shirts, caps and scarves – so do watch out for Jacques Villeneuve X Dashing Tweeds.”
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From heritage fibres to cutting-edge design, Dashing Tweeds shows how fashion can honour tradition while embracing the future. Their bold approach proves that sustainability and style can go hand in hand – all while shining a spotlight on the enduring value of British wool.