Sisters and Seekers: The Cool-Girl Brand Redefining Modern Fashion
A Trailblazing UK Label with Global Appeal
In a world dominated by fast fashion giants and fleeting trends, Sisters and Seekers has emerged as a standout name in the UK fashion scene. Built on the values of creativity, authenticity, and empowerment, this Chester-based brand has quickly grown from a small startup into a trendsetting powerhouse. From nostalgic aesthetics to premium loungewear and inspirational messaging, Sisters and Seekers has positioned itself as more than just a clothing brand—it’s a movement.
Who Are Sisters and Seekers?
Founded in 2017 by sisters Alice and Maisie Jones, the brand was born in North Wales with humble beginnings. The duo started by flipping vintage items on Depop and quickly built a loyal audience through their curated eye and distinctive voice. With an entrepreneurial spirit and deep understanding of their generation, they transformed Sisters and Seekers into a full-fledged label that now boasts a following in the hundreds of thousands.
What makes them truly unique is their ability to speak directly to their community—young women seeking stylish, comfortable, and empowering clothing with a distinct identity.
The Sisters and Seekers Aesthetic
Nostalgia Meets Modern Streetwear
Sisters and Seekers are often referred to as the “cool-girl brand”—and for good reason. Their collections exude effortless style, blending 90s minimalism with a neutral colour palette and elevated streetwear sensibilities. Their signature hoodies, joggers, and oversized tees offer a refined take on casualwear, championing comfort without compromising on style.
Whether you’re scrolling through their Instagram or browsing their curated product pages, it’s clear that every piece is carefully designed to fit into the everyday life of the modern, fashion-conscious woman.
Empowering Messaging
Beyond aesthetics, girl empowerment lies at the heart of the brand. Sisters and Seekers frequently incorporate bold slogans and motivational messaging into their campaigns and designs. Whether it’s a “CEO in Training” hoodie or powerful content across social media, the brand uplifts and energises its audience.
Their messaging feels authentic—never preachy—making it easy for their growing community to connect emotionally with what they wear.
Website and Shopping Experience
You can explore their latest collections through their official website:
👉 https://sistersandseekers.com
The website is sleek, minimalist, and aligns perfectly with the brand’s visual identity. Collections are easy to navigate, and the imagery speaks volumes about their values—confident, understated, and contemporary.
From loungewear and athleisure to accessories and homeware, Sisters and Seekers continues to expand its range while maintaining quality and consistency.
Business Overview
Headquarters and Company Profile
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Headquarters: Vista Business Park, Ffordd Stephen Wade, Hawarden, Chester, Flintshire, CH5 3FN, United Kingdom
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Industry: Retail Apparel and Fashion
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Company Size: 51–200 employees
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Founded: 2017
With a verified presence on platforms like LinkedIn, and over 50 team members officially linked to the brand, it’s evident that Sisters and Seekers has evolved into a structured organisation with serious scale.
Their business operations, though rapidly growing, remain grounded in the same values they started with—authenticity, community, and empowerment.
Specialities
Sisters and Seekers specialises in:
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Premium hoodies and sweatshirts
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Relaxed-fit joggers and co-ords
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Graphic tees with empowering messages
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Limited-edition drops and capsule collections
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Creating viral hype through pop-up events and social campaigns
They’ve also dabbled in accessories and homeware, hinting at even broader lifestyle expansion in the future.
A Brand Built on Slow Fashion Principles
In a market where overproduction and environmental disregard are the norm, Sisters and Seekers is firmly committed to the “slow fashion” movement. Instead of mass-producing collections, they often release limited-edition drops, fostering exclusivity and encouraging thoughtful purchasing.
Each product is designed to be versatile and long-lasting, with high-quality materials that stand up to wear. Their drops frequently sell out, not only due to demand, but because the brand intentionally avoids overstocking—choosing quality and sustainability over quick wins.
Marketing the Seeker Lifestyle
Instagram and Influence
Sisters and Seekers has mastered the art of community marketing. With over hundreds of thousands of followers on Instagram and strong engagement levels, the brand has created a digital sisterhood.
Influencers, micro-creators, and loyal customers frequently share content in their pieces—styled in a way that always looks authentic and aspirational. Their social feeds are filled with neutral tones, clean backdrops, real-life models, and messages of strength.
Pop-Ups and Real-World Impact
Sisters and Seekers has also brought its presence offline with sold-out pop-ups in cities like Manchester and Liverpool. These events have drawn long queues and created a buzz rarely seen in the independent fashion space.
Fans often camp outside early just to get their hands on exclusive products—proof of the brand’s cult-like following and strategic marketing success.
Why It’s a Brand to Watch
The Future of British Streetwear?
With a clear identity, solid business foundation, and loyal customer base, Sister and Seekers is well on its way to becoming a household name—not just in the UK, but globally.
As fashion shifts toward comfort, authenticity, and community, brands like Sisters and Seekers are leading the charge. Their balance of minimalist design, nostalgic references, and genuine empowerment gives them an edge that big-box retailers simply can’t replicate.
Potential for Expansion
There’s immense potential for the brand to evolve into a full lifestyle label. With their success in apparel and accessories, and a strong understanding of content marketing, Sisters and Seekers could easily move into categories like:
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Fitnesswear
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Skincare or wellness products
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Interior items (bedding, candles, etc.)
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International e-commerce expansion
Final Thoughts
Sisters and Seekers is more than a fashion label—it’s a cultural phenomenon. It speaks directly to a new generation of women who value style with purpose, clothing with confidence, and a community that inspires. With its strong foundation, unwavering values, and ever-growing appeal, this Chester-based brand is undoubtedly one to watch.
Whether you’re a fashion enthusiast, retail professional, or simply someone looking for the best hoodie you’ll ever wear—Sisters and Seekers is a name worth knowing.
