About Us | Busby & Fox

get to know us

We're an independent womenswear brand creating a beautiful own-label collection with purpose. Our clothes are designed to make a meaningful difference to women's wardrobes and bring confidence to everyday dressing.

Everything in the Busby & Fox collection goes with everything else – day to night, work to weekend, season to season, year to year – so you’ll find yourself styling great looks without even trying. Timeless and classic, yet fresh and modern, we make it easy to create blendable, head-to-toe looks, meaning you always have an outfit that makes you feel comfortable and stylish in your own way.

Our unique approach to colour, fabric and shape, combined with clever cuts and details, ensures every piece complements your body and feels just right.

Founded in 2014 by Emma Vowles, we’ve grown from one store in Devon’s market town of Totnes to eleven stores (and counting) across the South of England and Wales. We’re based in Dartington, South Devon, and have a team of over 100 people, around 90% of whom are women, spanning all ages from their 20s to their 70s.

We’re proud to be a business that’s big enough to create our own-label collection – with gorgeous jewellery, accessories and lifestyle pieces to match – but small and independent enough to put the hopes and needs of our customers at the heart of every decision we make.

EMMA'S STORY

Emma’s greatest joy is sharing her knowledge and skills so that every woman can build a wardrobe full of clothes they genuinely love to wear.

We all know what it’s like to open your wardrobe doors, stand staring at what’s hanging inside for a few moments, before swiftly closing them again, and declaring, with a familiar hint of frustration, that you have absolutely nothing to wear. For our founder, Emma Vowles, solving that problem through Busby & Fox has been the realisation of a lifelong dream.

By creating a purposeful collection of clothes that put the varied needs and wants of the women wearing them at its very core, Emma set about taking any stress out of getting dressed. She created pieces that belonged together, in fabrics and shapes that worked for whatever your day (or night) might bring. Pieces that would work for her, for her friends, for her family, at different stages of life and through different seasons. Pieces that would make women feel good, feel confident and feel like they’d truly found their look, even as life had changed around them.

Emma’s love of clothes began early, a magpie for vintage stalls and flea markets, building her own sense of style along the way. She began her career working in fashion in London, listening to what women were searching for, and hearing the same frustrations repeated over and over again.

After moving back to Devon to raise her three daughters, Emma dipped out of the fashion world, starting a floristry business from home, before opening a flower and homewares shop on Totnes High Street. Over the years, that shop grew to introduce some of the European clothing brands she loved.

In 2014, the special place Emma had curated was renamed Busby & Fox, then one shop became more shops, and in 2019 our own-label collection became the jewel in its crown.

Busby & Fox is a love letter to all the women Emma has met and styled over the years. It’s about sharing all that she’s learnt, and all that she loves, and ensuring no woman ever has to open their wardrobe doors and feel anything but joy.

PRESS OPPORTUNITIES

Emma is available for events, podcasts and interviews – whether that’s on the collection, the brand, dressing for mid-life and menopause, building a life-changing business in your 50s, or any of the other subjects she’s become an expert in.

For further information, please contact press@busbyandfox.com

Woman wearing a white oversized shirt, showing close up of buttoned cuff detail

OUR COMMITMENT

We believe in slow fashion. Doing things the right way. Creating a timeless wardrobe that never goes out of style, that’s made to last and will be loved by you year after year.

Our collections aren’t cemented to seasons or jumping on passing trends – each piece is designed for timeless style, and to work effortlessly with everything else. The look of the collection may gently shift and evolve over time, but it’s created with versatility and blendability at its core, to always work with what already lives in your wardrobe.

We prioritise natural and naturally derived fibres, chosen for their quality and comfort, and we make the majority of our clothing in Europe, meaning closer proximity to our stores.

Our HQ, on the historic Dartington Estate, is powered predominantly by biomass and a five-acre solar array. We keep low-impact goals front of mind in everything we do, working with innovative partners to help reduce our carbon footprint. Online orders arrive in recyclable packaging, and our stores and offices are furnished with vintage pieces, crafted to last and loved for years to come.

All that said, we absolutely recognise that as a womenswear business, we’re still on a journey. There’s more to learn, and we’re committed to improving as we grow.