North East alternative fashion brand set for national growth with HMV stockist deal

A North East fashion brand that “champions misfits” has secured a deal to see its products stocked by a national retailer.

Phat Kandi has been chosen as one of the independent brands to supply HMV’s new pop culture stores across the UK - part of the retailer’s 100-year celebrations.

HMV is celebrating its centenary by launching 10 new pop culture stores across the UK, offering Japanese pop culture-inspired products to be supplied by new independent brands.

Founded in 2019 by creative director Mel Williams, Phat Kandi is on a mission to create a brand for “bittersweet misfits, the dreamers, the rule breakers and the overlooked, to feel at home”.

Mel created the brand, which offers a range of products including t-shirts and bucket hats, using a combination of her distinctive handwriting, illustrative skills and fashion design experience.

Mel explained: “I’m super happy to be part of HMVs exciting new pop culture concept stores. We’re a perfect fit for their customers who want something alternative to the norm.

“Concept stores like this are well overdue for the UK high street, consumers are screaming out for freshness, new offerings and up and coming brands which is what HMV are delivering.

“I’m looking forward to growing with the HMV tribe, as well as adding new categories to our fashion range.”

The North East-based business is also eyeing international expansion after landing US stockists Hot Topic and Dolls Kill, as well as EMP (Europe) and a licensee partnership across sportswear.

Mel added: “It’s a very exciting time for Phat Kandi! Even through a pandemic we’ve managed to survive and grow, and we’re only just warming up!

“My vision for Phat Kandi is to become a global brand, the go to place for alternative products, then open our own concept stores in London, Japan and LA. I totally believe the vision will become a reality one day.”

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