Designing MORROW

Designing clothing is a curious rhythm — sometimes intuitive, sometimes elusive. The process feels urgent, cyclical, always calling for something new. At its best, it flows. But more often, it begins with a pause. When you’re building a brand from the ground up, without a back catalogue to lean on, the canvas feels more blank — and the need to shape something original becomes more pressing. The work begins: opening your eyes, gathering subtly, and engaging with form through play.

At Morrow, this tactile exploration is essential. While the industry can often lean on replication — referencing what’s already familiar — our process is slower and more deliberate. The only garment we had in mind was the practical Dry Jacket, but even it had to be uncovered through making. From there, the collection emerged through material and movement, time spent outdoors, and a process of hands-on trial and quiet refinement.

There is pride in this approach. Every seam, line, and proportion was resolved in-house — not outsourced or lifted, but shaped through our own evolving design. It takes time for a garment to surface fully, but we believe in allowing space for that emergence. This is how MORROW pieces come into being — not just designed, but made through the act of making.

Below, a glimpse into the making of our debut capsule — moments of pattern cutting, testing, and iteration, captured behind the scenes. The quiet work before the work is ready to be worn.

Material choice is a foundational element of our design process — we seek fabrics that not only serve an aesthetic purpose, but also offer function and longevity. Each piece is intended to evolve over time, forming a collection that is modular, purposeful, and built to patina with wear.

One of the most important pillars of our design is silhouette — even the most considered concept can fall flat if the silhouette and proportion don’t land. For this collection, we explored form through paper cut-outs — a tactile method that helped us visualise intention and guide the transition into patternmaking.

Our first patterns and toiles are developed in-house, allowing each garment to take shape through the act of making. This process invites intuitive refinements in proportion and detail, helping the design evolve into its best form more efficiently.

As vital as our design process is, it’s through the skill and dedication of the artisans and manufacturers we work with that each piece is brought to life. We’re deeply grateful for their craft, care, and collaboration throughout the journey.

One of the most rewarding moments as a designer is when final samples arrive — seeing everything come together and having the opportunity to fit and wear-test each piece.