Welcome to the journal, we are so excited to have you here! To begin, who is Dilly?

Hi! I am Dilly, founder of GROES, a newly launched British fashion brand. I have worked in fashion my whole career and finally took the leap to start my own brand last year. I am passionate about styling and teaching people the important of building wardrobe staples and how to buy better and less. 

Where are you from and where do you currently reside?

I am half danish, but a born and bred London girl! 

How does your location inspire your work and content creation?

London was a big inspiration behind the versatility of the Core Collection. The hustle and bustle of London means that the London girl needs pieces that will take them from the office to dinner either friends to walks in Hyde Park and everything in-between! I wanted to create pieces that were equally practical, but timeless and chic.  

What was the inspiration behind starting GROES?

I found that not only is it getting increasingly hard to find quality pieces without the extortionate price tag, but online fashion isn’t a fun or inspiring experience. At GROES, I wanted to create a totally new concept which allows people to not only find quality staples for a fair price, but also shows you the power of styling and how to make the most of your wardrobe. Hopefully encouraging you to buy better and less. 

We love the entire concept of GROES! What are three staple pieces you think should be in every capsule wardrobe?

A hard question! I think definitely a Blazer, our Kate Blazer is our sell-out piece that can be done up and worn so many ways and it’s an investment piece you can weart through till summer. If I could only choose two more I would say our Florence Shirt in white is the perfect crisp classic shirt everyone needs in their wardrobe and our Mabel Jumper is the easiest knitwear staple you can style with leggings to the gym, or layer seamlessly with any outfit. 

What has been your favourite milestone through GROES thus far?

There have been so many! But if I had to choose one, it would have to be being featured in the January Issue of British Vogue. 

How do you wind down after a long day?

I get up at 6am most days so I love an early night. To wind down on a good day I would take my dog for a walk when I finish work , have a long bath, home-cooked meal and in bed by 9:30pm. The dream! 

How are you planning on stirring things up in the future?

We have a lot of amazing newness coming this year which I really hope will make people think differently about how they invest in themselves and their wardrobe. 

And our favorite question, how do you take your coffee?

Not very exciting I’m afraid, but I love an almond milk Cappuccino!