Bertie Wells is a design studio and fashion label exploring the quiet strangeness of the everyday. Rooted in a love for overlooked visuals, awkward nostalgia, and so-called "bad taste," the brand exists to aestheticise the unaesthetic — reimagining the unremarkable with care, irony, and curiosity.
A graduate of London College of Fashion, Bertie Wells takes cues from the overlooked corners of British culture — the quiet rituals of rural life, the faded charm of suburban order, and the unspoken codes of the bourgeoisie. These fragments, often dismissed or forgotten, are reimagined.
At its core, Bertie Wells is less about trend and more about texture — the rough, the tacky, the sentimental. Each collection subverts the traditions of British tailoring while paying homage to its rich heritage, celebrating the imperfect edges of national identity.