How The E.L.B.D Was Born

November 24, 2016

Welcome to G&G

The E.L.B.D, or Everyday Little Black Dress has been several years in the making, and as I mention in the accompanying video, a project very close to my heart.


I founded Gormley & Gamble in 2014, after quitting university and using my final year’s tuition fees as initial investment. Since then, we’ve striven to deliver the best fit to women around the world, using state-of-the-art technology, paired with Savile Row skill and expertise to bring our designs to life.




We’ve been helping women build their dream wardrobes for just over two years now, and I can’t describe the feeling of watching a customer try on her new design for the first time. I’ve had tears of joy from women over how well garments fit! This moment has always been something I’ve wanted to replicate on a larger, more accessible scale.


Over the past few years, our most popular order has always been a little black dress. As Karl Lagerfeld so accurately puts it ‘one is never over-dressed or underdressed in a Little Black Dress.’ This quote is at the heart of everything that the E.L.B.D stands for. Gone are the days of changing for dinner - we need clothes that can see us through from the school run, to morning meeting, to lunch, to bar. And that means demanding more from your wardrobe; investing in beautifully cut and fitted pieces in which one is ‘never over-dressed or underdressed’.


And so the E.L.B.D was born.


The Process

The hardest part of in the making of the E.L.B.D was the sourcing of the fabric. I’ll always opt for natural fibres over synthetics where possible, so I was really keen to use wool. After several months of searching and meeting with cloth merchants across the U.K. we eventually settled on a beautiful Italian wool, with 5% lyrca for the perfect amount of stretch. Wool is a strong, breathable fabric, and the weight of the cloth means that the dress hangs beautifully.


You can read more about the wonders of wool here.


We worked with one of the top pattern cutters in the U.K. to make the initial ‘block’ for the dress. Once a customer has submitted their measurements, our team of tailors will alter this pattern to their specifications. Nifty.


For Every Woman

We know full well that every woman is different, and every woman has different wardrobe preferences, which why we are also letting customers choose between 2 different sleeve lengths, and three different hem lengths. Wear yours below the knee with 3 quarter length sleeves for an elegant work-wear look, or go short and sassy with an above the knee hem and cap sleeve.


We even put together five different looks centred around the E.L.B.D to help customers get the most from their dress. These will all be up on our social platforms and website to browse.



Kickstarter is not the conventional funding platform for Savile Row ventures, but we wanted to do something different. It's synonymous with innovators, rule-breakers and game-changers and we plan on continuing to reinvent the way women shop.


It is an exciting for the whole team here at G&G, and we’ve got plenty more similar projects in the pipeline. We want to change the face of retail, by bringing women clothes with meaning; made for them, by them. Despite an epic two years, it really is only the beginning, and we hope you will join us on this exciting adventure. #WatchThisSpace


Watch our #Kickstarter video here. E.L.B.D's available via the campaign for £250, rather than the full retail price of £300 - get yours now!

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