About Me
Moist was founded in 1993 by Jeremy Foster and David Kellard in a mad moment when they were offered space in an empty shop. The duo recognized the importance and strength of the youth market and decided to stock the small outlet with t-shirts, hooded sweatshirts and music products such as tapes and record bags for dance music enthusiasts and early urban surfers.
The pairs choice of slightly risky name for the fledgling brand reflected its cheeky youthful nature definitely not the kind of branded shopping bag your mother would want to be seen carrying.
As support for Moist grew, so did its product range, maintaining its individuality by stocking little-known, cutting edge, urban streetwear brands such as Fenchurch, Bench, Two legs, Go Vicinity, Two Stoned, Carhartt, Dickies, Villa, Atticus, Motel, Blunt, Superdry and Traffic. Now Moist has grown into a successful chain of four shops, all located in the south of England. Moist has received many accolades, for example, the Brighton store was given the award for Best Clothes Shop In Brighton 2001 by Impact and Juice FM.
The majority of Moists customers are between 15-23 years old. However, Moist also appeals to older fashion-conscious adults the original Moist customers who have moved on in many ways but still shop at Moist.
It is very important to Moist that each store retains its own culture and personality. To achieve this, the manager of each shop has a certain level autonomy that allows them to recruit their own staff and manage their own working environment. In addition, the music played in the shops is chosen by the staff, there is no rigid corporate structure, no closed office doors, and no uniforms or specific shop fittings.
The fluid nature of the brand is enhanced by the encouragement given to each shop to evolve at its own pace, remaining unique and independent and reflecting the environment around it.
The shops also maintain their freshness by constantly updating stock so that customers will always find something new and different when they visit.
Moist is different from other clothing chains as it buys stock and sells it within the same season, always on the look out for the next shift in style.
A benefit of having a small chain is that each shop can be given ample attention and the staff are treated as individuals. From the very beginning, honest and friendly relationships with suppliers have been encouraged and bills have been paid on time without fail something of a rarity in the business. This has ensured a good reputation in the trade, encouraging suppliers to approach Moist first with new products. Particular attention has been given to suppliers who have a good ethical policy on garment production.
The Brand is only promoted in student magazines and at underground events or sponsored club nights to keep it out of the mainstream and reflect its underground, independent characteristics.
