Brand Stories: Not Giving Up On Alice Treehouse

We’re very excited here at SilkFred to share with you lovely tribe our interview with Alice Treehouse. We were able to ask about how things work from the inside, the journey up until now and find out more about what this brand stands for. They were also kind enough to share their stunning new collection with us.


– Do you remember where you were when you decided to set up your own business?

I was fresh out of university, setting up and running a clothing business was something common amongst the girls in my home country. I had in mind that “it can’t be that difficult if everyone is doing it”, so I figured to give it a try out of curiosity and to fulfil my wish of wanting to create designs that I’d like to wear.

I was definitely wrong about it not being difficult. The truth that I observed after is that most girls started the business and quit within the short span of one year. Sticking it out is the hardest part.

– Tell us about your brand?

Alice Treehouse was born as a passion venture with the aim of pursuing effortless classics. We want to create aesthetics more chic looking than scandi-simplicistic designs, whilst still being minimalistic and versatile.

These statement pieces should stand out on their own, and have the ability to sit cohesively with other pieces. Our goal is to offer these wearable designs with high fabric quality at an affordable price point.



– Who would your ideal “celebrity” customer be?

Definitely Miranda Kerr. We love the way she mix and matches her basics, adding statement pieces as a final touch to create impeccable outfits for any occasion.

– Have you ever wanted to quit and if so what kept you going?

When you run a business, you are faced with thousands of obstacles and problems to resolve on a daily basis.

Rather than contemplating on the thoughts of quitting, when we are faced with some really tough challenges, we try to find the best solution to minimise the damages done by previous mistakes, and come up with solutions and a new direction, which we hope will yield better prospects and results. It’s just all trial and error, and minimising the losses in the errors created.

– What tips would you give someone looking to set up their own business? 

Look for mentoring groups and organisations that provide cost-free business advice for start-up businesses, as well as join more fashion groups and events to build your connections and to gain more insight into other industry professional’s businesses.



– If you could go back in time, would you do anything differently?

Gain more work experience in the industry while completing my university degree and after, more related work experience will make the process of setting up a structure smoother and gives the business a clearer, wider direction.

– One last question we thought definitely worth asking was, how do you unwind outside of work?

For people building start-up businesses, it’s common to get too bogged down and engrossed in the day-to-day running of things, it’s almost impossible to separate and create a work-life balance.

So rather than unwinding outside of work, maintaining a positive outlook, turning the emotional stress into motivation and giving yourself a pat on the back for solving problems are ways I find effective to stay on track and keep going.

Screenshot 2016-04-12 12.58.58

Alice Treehouse work is and has always been based on three simple steps: scrutinising processes/designs, carefully curating pieces and perfecting with warm finishes. Their outlook is that

Their outlook is that less is more, and simplicity is the ultimate sophistication. Being deliberate in their pursuit of effortless classics, they have achieved bold statements with understated pieces.

SF Team X

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