Ayten Gasson

Ayten Gasson Limited is a luxury lingerie label that was launched in the summer of 2005. The company is celebrated for its exquisite collections and its strong commitment to ethical manufacturing, sustainable fabrics, and preserving traditional sewing skills. The creative force behind the brand, Ayten Roberts, grew up in a family of designers and makers, which instilled in her the importance of well-crafted pieces and the heritage of British manufacturing.

The brand's ethos is deeply rooted in supporting the UK's manufacturing industry while also highlighting the history of vintage fabrics. Ayten Gasson's products are made with careful consideration for every step of the supply chain, from the lace and trim suppliers to the production units in London, South Wales, and Nottingham, and the boutiques where the designs are sold.

In 2016, Ayten Gasson opened its first boutique in Brighton’s Seven Dials area, moving all production in-house. This allowed customers to witness the creation of the lingerie pieces on the shop floor, offering a unique shopping experience. The brand continued to evolve, and in 2020, it opened a larger boutique in Brighton's Hanningtons Lane, still maintaining the studio on the shop floor.

The company has been recognized for its dedication to sustainability and luxury, winning the Best Lingerie Label in the first Eluxe Awards in 2017. Ayten Gasson continues to source vintage lace trims from old lace mills in Nottingham and new cotton lace from UK-based companies like The Cluny Lace Company, which produced the lace used in Kate Middleton's wedding dress.

Today, Ayten Gasson operates from an exclusive studio space in Brighton, where all lingerie is handcrafted. The brand stands as a symbol of luxury, ethical practices, and the celebration of British craftsmanship in the fashion industry.