In conversation with Daisy Knatchbull of The Deck

In conversation with Daisy Knatchbull of The Deck

She famously wore top hat and tails to the races, is a scion of rebellious Mountbatten dames and lives life through the ethos that ‘it’s better to ask forgiveness than permission’. Born-and-bred Chelsea resident – and the talented designer shaking up womenswear with Savile-Row style tailoring – Daisy Knatchbull shares her business wisdom, sustainable King’s Road shopping hot-spots and where to get the best eggs benedict at 3pm.

Can you tell us a little bit about The Deck and why you started it?

The Deck is a made-to-measure tailoring brand, exclusively for women. Sitting between the contemporary and the classic, The Deck provides today’s women with an unparalleled experience of craftsmanship, quality and fit whilst embracing modern femininity.

The experience begins with discussing, identifying and understanding our clients’ needs before crafting a unique garment based on their choice of cloth, lining, detailing and monogramming. The only limitation is your imagination. 

Our team (who hold a long-standing experience on Savile Row) provide their unique expertise to help women identify and enhance what they like about their bodies and what works for their lifestyle. 

Our ethos lies in the belief that no two women are the same and our made-to-measure offering embraces that, providing uniquely tailored pieces created over an eight-week period and two fittings. 

The Deck recognises and believes in the importance of sustainable fashion, working closely with sustainable mills, ateliers and cloth merchants, sourcing quality that is ethical and durable. 

Your tailored garment is an investment piece: it’s versatile, it’s empowering, it’s more than just a fashion statement; it’s a state of mind. What is represents is just as, if not more, important than how it looks. 

The Deck opened its firts ever store at 336 King’s Road earlier this year. Why the King’s Road? 

The King’s Road carries a very rich heritage being the hub of youth culture and famous designers since the 50s, as well as an important part of great fashion movements of the times. Today it’s a place filled with lots of wonderful established brands, but more importantly, small businesses. I spent my youth on the King’s Road having grown up there nearly my whole life and couldn’t think of a better place for us to launch The Deck. 

You’ve always loved ‘dressing like a boy’. Are there any particular people or inspirations which have played a role in influencing your personal style?

Lots of amazing people from Tory Burch to Ralph Lauren, Lauren Hutton to Jane Birkin. The list could go on!

How does wearing a suit make you feel? 

Empowered, strong, independent, sexy, elegant and powerful. 

What advice do you wish you’d heard before starting out? 

You can’t please everyone! I think this is such an important thing to realise – not just for friends and family, but suppliers, colleagues and clients. Also, starting your own business will always come with its challenges. The highs are really high and the lows are very low. But it’s all part of the process and that’s what makes it so exciting. Hiring your team is one of the most important decisions you will ever make, so do it right, and always delegate where you are weak.

Sustainability is very important to you in your sourcing for The Deck. Where else can sustainability minded shoppers head to on the King’s Road?

Right upstairs! We are lucky enough to be below the wonderful Baar and Bass which make sustainability a main priority in their collections (often working with many vintage silks and second-hand items). They have also recently gone own-brand and have the most gorgeous pieces. We are lucky enough to be surrounded by lots of brilliant charity shops too. 

You have a spare hour to kill in Chelsea. Where will be find you hanging out on the King’s Road? 

Green & Stone or the Red Cross Charity Shop. 

What is your best-kept King’s Road secret?

Vingt-Quatre does the best Eggs Benedict at 3am! 

What do you love most about Chelsea?

I am lucky enough to live opposite Pavilion Road, my favourite part of Chelsea. It has its own butcher, baker, cheesemongers, grocers; it feels like a little village. There is nothing better than a summer’s evening sitting on one of the tables outside and watching the world go by, or a cosy hot chocolate in the winter with the Christmas lights on. There is something magical about the atmosphere there.

Where is your favourite place to spend a Saturday on the King’s Road?

It starts with an oyster at the Duke of York Square farmers’ market, then lunch at Poilane and a walk around the Chelsea Physic Garden, finishing with a movie at the Curzon.

The Deck is now open at 336a King’s Road and www.thedecklondon.com