Events

Marfa Stance Arrives at Brompton Cross

The London outerwear label built on “buy less, buy better” has opened on Draycott Avenue, bringing its reversible coats and collars, hoods and liners that clip on and off to Brompton Cross. We met founder Georgia Dant to find out more.

This autumn Marfa Stance opened a new store on Draycott Avenue, in the heart of Brompton Cross. It is the label’s second permanent London shop, after Ledbury Road in Notting Hill. The timing suits it: the brand makes coats, and October is when Chelsea starts looking for one. You might not know the name, but you have probably seen the coats on the school run or at a gallery opening.
For customers discovering Marfa Stance for the first time, how would you describe the brand?

Marfa Stance is a luxury outerwear brand built around the idea of versatility. We create modular, reversible pieces that adapt to the way people actually live, allowing customers to personalise and evolve their wardrobe over time rather than replacing it. At its heart, the brand is about thoughtful design, longevity and investing in fewer, better pieces that become part of your everyday life.

Marfa Stance was founded in 2019 by British designer Georgia Dant. She studied at London College of Fashion and spent more than 15 years in luxury fashion. During that time she led men’s and women’s design teams at Burberry and at rag & bone. The idea started in 2016, on a road trip to Marfa, Texas. Dant visited the studio of the minimalist artist Donald Judd and was struck by one of his desks. She later described it as having “an understated, reductive, and geometric aesthetic”, a piece where form and function were the same thing. The concept for the brand took shape later, on one of her many flights across the Atlantic. The name has two parts. “Where Marfa represents creativity and community,” Dant has said, “Stance represents our social and environmental responsibilities.”

What inspired you to launch the brand?

I’ve always believed that clothing should work harder for the wearer. I saw an opportunity to challenge the traditional fashion calendar by creating outerwear that could transform with the seasons through interchangeable liners, collars, and hoods. It was about combining functionality with beautiful craftsmanship, while encouraging a more conscious way of consuming fashion.

One coat, many coats

The brand began with the Signature Quilt, a reversible quilted jacket that is still its best-known piece. Around it, Dant built a system of accessories that fasten on and off: collars, hoods and liners. Add a shearling collar for winter, swap in a hood for rain, or zip in a liner when the temperature drops. The coat is the same coat, but it looks and works differently.
Some designs come from customers. The Cropped Quilt, a shorter version of the original, was developed for a London client who needed something she could cycle in. Dant meets many of her clients in person at trunk shows, and she says their ideas regularly shape the collection. The range now goes beyond quilts. It includes bombers, parkas, vests and collections named Parachute, Aviator, Made for Rain, Patchworks, Leather & Shearling, and Wool & Cashmere.

Your collections balance practicality with luxury. Why is that combination so important?

Modern life demands flexibility. Our customers might be travelling, commuting, hiking, walking the city or heading out for dinner – all in the same day. I wanted to create outerwear that performs in every situation without compromising on style. Luxury today is as much about functionality and longevity as it is about beautiful materials.

How would you describe the Marfa Stance customer?

They’re curious, confident and value quality over quantity. They travel, they’re interested in design, art and culture, and they want pieces that fit seamlessly into every aspect of their lives. They’re building a wardrobe with intention rather than impulse.
The thinking behind it is plain. Dant argues that fashion’s habit of replacing everything each season is unsustainable, and wants people to “buy less, buy better”. The garments are made in small, family-run factories in Italy, often using deadstock or surplus fabric. The packaging is fully recyclable. The goal, as Dant puts it, is to keep pieces feeling new without replacing them. Fans of the label include Sienna Miller and Caroline Issa.

Sustainability has become an important conversation in fashion. How does Marfa Stance approach it?

For us, sustainability starts with design. Creating products that are made to last, both physically and aesthetically, is the most meaningful thing we can do. Our modular system allows customers to refresh and reinvent what they already own instead of buying something entirely new. It’s about extending the life of a garment and building an emotional connection with it.

We are incredibly proud Marfa Stance chose Draycott Avenue as its new home. Brompton Cross is known for its independent boutiques and design-led community. What draws Marfa Stance to the area?

There’s a real appreciation for craftsmanship and individuality – Brompton Cross has always felt like a destination where people seek out brands with a point of view rather than simply following trends. That aligns perfectly with our philosophy of creating timeless, considered pieces designed to be worn for years.

What does luxury mean to you today?

Luxury is time, craftsmanship and thoughtful design. It’s knowing where something comes from, how it’s made and feeling confident that it will still be relevant years from now. I think people increasingly value authenticity and purpose alongside beautiful design.

The store is part of a busy year. Marfa Stance opened on Ledbury Road in Notting Hill in August 2024. A showroom and design studio is due to open at Clarendon Cross this month. In the US, autumn 2026 brought a concept store on Madison Avenue in New York, stores in Montecito and in Lake Forest near Chicago, and a trunk tour of more than 20 towns. The label is also stocked by retailers from Seoul and Tokyo to Paris and Cape Town. In London, the Draycott Avenue store gives Chelsea customers a place to see the full system together: the coats, collars, hoods and liners, and how they combine.

What’s next for Marfa Stance?

We’re continuing to evolve the modular concept, expanding the ways our customers can personalise their wardrobes while remaining true to our core philosophy. Growth for us is about deepening our relationship with our community and continuing to innovate in a way that feels meaningful rather than simply producing more.

The best way to understand Marfa Stance is to try on a coat, then change it. Clip on a collar, take it off, turn the coat inside out. That is the fun of the new store, and the idea behind the whole brand. Head to Draycott Avenue to discover more.

Learn More

SHARE THIS POST

Back to all posts