Our Story In English
The idea for Bona Ogle London —which is Polari for "Good to look at" we added London as its our spitual and physical home—came to life during lockdown. What started as a concept for creating just a few unique items grew into the wonderful world of Bona Ogle. Frustrated by a lack of choice and disheartened by the fast fashion phenomenon, we wanted to establish a distinctive vision that celebrates everyone. Bona Ogle is a body-positive, inclusive brand that seeks to embrace individuality and authenticity.
We aim to avoid gendering our clothes, offering advice only on the fit of certain items. Why? Because we believe we are all individuals who can make our own choices about how much we stick to traditional gendered norms. Our designs prioritize self-expression and freedom, and we invite everyone to make their own rules when it comes to style.
Sustainability is at the core of Bona Ogle. Wherever possible, we source fabrics from the UK or EU, including vegan and recycled options. We want to offer real choices, so we often let you pick from different fabrics, fits, and finishes. This means you have a hand in the design process, creating garments tailored to your exact needs and tastes. We want you to love your purchase and wear it until it has truly lived a full life.
To ensure longevity, we use high-quality fabrics, finishes, and eco-friendly inks that don’t fade when properly cared for. And when your Bona Ogle pieces reach the end of their wearable life, we offer tips and ideas for repurposing them. From upcycling fabrics into one-off designs. We can even remake old pieces into entirely new ones. for you and in consultation with you by creating shaggy jersey pieces that transform them into wonderful textured scarves and shoulder pieces or even full-length coats, we’re committed to giving every garment a second life.
The fashion industry’s impact on the planet is staggering, and the human cost of fast fashion—underpaid workers, poor safety standards, and exploitative practices—is devastating. Bona Ogle is determined to do things differently. Our items are made locally by skilled craftspeople who are paid fairly and work in safe environments. There are no epic journeys by sea or air; we keep it local to ensure the highest standards are met. And because we produce to order, there is no overproduction, and certainly no destruction of excess stock.
We strive to innovate and inspire you to make each piece your own. Unlike trend-led fast fashion, which often becomes obsolete within a season, Bona Ogle focuses on originality. If you see our designs elsewhere, it’s likely because they’ve been copied—never the other way around. While inspiration often comes from vintage prints or cultural moments, every piece gets a distinctive Bona Ogle twist, ensuring it remains surprising and unique.
Beyond the garments themselves, we’re here to help you style them creatively. Whether it’s layering, pinning, or experimenting with unconventional fits, we want you to have fun and feel amazing. We believe in fashion that’s both thoughtful and joyful, enabling you to look incredible while making choices that are kind to the planet.
Let’s leave the world better than we found it. Together, we can embrace individuality, sustainability, and creativity—and look amazing while we do it!
.