The brand build a name for its popular phone straps, favored by Dua Lipa, Kendall Jenner and more, is now venturing into clothing.
“It was a difficult time with people looking for human spirit optimism and I was creating something colorful and positive that everyone could connect to. Beads are also tactile, it connects with your inner child and brings back memories of creating things,” said Steed-Middleton. “Plus it’s just fun having it on your phone and not having to carry a bag. The phone is becoming the new bag these days.
She is also delving into clothing for the first time — while keeping her tongue-in-cheek aesthetic and slow growth approach.
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