A New Chapter for Foxy Pheasant

Foxy Pheasant is changing.

Not overnight, not with a dramatic rebrand or a completely polished new direction ready to reveal all at once — but slowly, thoughtfully and in a way that feels far more true to where I am now.

For those who have followed Foxy Pheasant from the beginning, you will know that the brand was born from my love of rural life, colour, fabric and design. Having grown up on a farm in Shropshire, country living was never something I discovered later in life — it was simply where I came from. The seasons, the land, the animals, the work ethic and the practical realities of rural life have always shaped who I am.

Before Foxy Pheasant, I built a career in farm, property and country estate management, which gave me a deep understanding of rural business, land, homes and the way people really live and work in the countryside. That background has always influenced the brand, even when Foxy Pheasant was best known for clothing and accessories.

But life changes, and brands have to be allowed to change too.

After a period of reflection, I have realised that the future of Foxy Pheasant lies in a slower, more thoughtful direction. One rooted in country living, vintage style, country house interiors, sustainability and the circular economy.

This next chapter feels incredibly personal to me because it also pays quiet homage to my mum and nan, who taught me so much about making, mending, crafting and upcycling long before it became fashionable. In our family, it was simply part of everyday life: making the most of what you had, seeing the potential in beautiful old fabrics and giving things a second life.

That skill, that mindset and that way of looking at the world is something I am very proud of. It is also something I now want to bring more fully into Foxy Pheasant.

Going forward, the brand will be moving away from its original product range and leaning further into limited-edition accessories, homeware, recycled materials, repurposed fabrics and designs that feel at home in real country houses — not overly styled, not trend-led, but characterful, practical and made with a story.

Many pieces will be produced in small runs. Some will be made from fabrics that cannot be repeated. Some will come from surplus, vintage or repurposed materials. When they are gone, they may genuinely be gone.

That is part of what makes this new chapter exciting.

Foxy Pheasant has always been rooted in rural authenticity, independent spirit and a love of real country life. That has not changed. But the way the brand expresses those values is evolving.

For me, this is about slowing down, creating more consciously and building something that reflects not just where Foxy Pheasant began, but where it is going next.

So please do watch this space.

There will be changes to the website, the product range, our stockist approach and our ambassador programme as this new chapter unfolds. It may take a little time to bring everything together, but the direction feels right.

Thank you, as always, for following along, supporting the brand and being part of the Foxy Pheasant story.