Our Story In English
The seeds of Bona Ogle were sown during lockdown, when our designer, Max Dursley Davies, grew tired of the dismal quality and fast-fashion ethics of most brands. Determined to do something about it, he set out to create a fashion alternative with soul and purpose. In a world of trend-forecasted fashion, we see so little that’s truly original or exciting. That’s why we’re here – we’re not interested in being “in fashion.” We’re all about personal style, because that never goes out of style.
The name “Bona Ogle” comes from Polari – a secret language once spoken within London’s LGBTQ+ community. “Bona Ogle” translates as “Good to look at!” and we loved the phrase’s cheeky, rebellious spirit. Adding “London” felt spot-on, as it’s both our physical and spiritual home.
Let’s talk threads! We’re not ones for gender labels on clothes. Some of our designs might lean toward a more “feminine” silhouette or bear a “menswear” tag, but we’re here to let you express yourself freely. Our collections are designed to mix and match – think colours and prints that flow with your favourite wardrobe pieces or pair perfectly with each other. You can browse by colour or by theme, but shopping by gender? Not here! We want you to see all the possibilities, try things out, and get creative. Go fitted, relaxed, or oversized – whatever feels right for you.
When you buy from us, you’re getting a piece that’s often unique to you. From fabric and colour to fit, we invite you into the design process. It’s your piece, after all, so why should someone else make the decisions? Our approach is more sustainable than fast fashion – we source our fabrics locally and produce each item to order, reducing waste and avoiding the stock destruction that so often happens to “protect” big-brand exclusivity. And yes, we might be a little pricier, but that’s because quality, fair wages, and a reduced environmental impact mean the world to us.
And what about Polari? This playful, secret language was used by London’s LGBTQ+ community, adding a sense of humour and camaraderie to everyday life. Take “Bona Ogle” – “Good to look at!” If someone was on benefits, they might say, “Ooooh, she’s on the national handbag.” Spot an old friend, and it’s “Bona to vada your dolly old eek!” A hairdresser? A “Riah Zhoosher.” And trousers? They’re “farting crackers.” Polari is a witty, wonderful part of London’s history, and we hope our name helps keep a little piece of it alive.
And who’s the mastermind behind Bona Ogle? Max Dursley Davies, a graduate of Central Saint Martins, designs like a magpie, collecting inspiration from everything and anything that catches his eye. Bona Ogle’s aesthetic is woven with personal experiences, hedonistic escapism, and a love for all things bold and fun. It captures the spirit of London’s rebellious youth – from dandies to punks to club kids – and celebrates the freedom to be unapologetically, unmistakably you.
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