Meet the indie designer making fleeces for young cancer patients

A small, independent fashion brand, ELN, experienced a surge in popularity over a recent weekend, catapulting its creator, Ellen Mooney, into a whirlwind of unexpected growth. The brand’s rise began with a simple sketch video shared by content creator Kayleigh Trappe, showcasing one of ELN’s colourful fleeces.

From University Project to Viral Sensation

Ellen Mooney launched ELN while studying at Ulster University in 2019. She currently handmakes and packages all orders from her studio and shop in Banbridge, assisted by a small team of friends and family. The initial boost from Kayleigh Trappe’s post – adding a few thousand followers – was followed by a second video, a playful take on Joanne McNally’s content and an engagement announcement, which garnered an impressive 1.2 million views on Instagram. Mooney described the sudden attention as “going mental.”

Did You Know? ELN’s founder, Ellen Mooney, started her streetwear-inspired designs in 2019 while attending Ulster University.

The rapid increase in followers – climbing from 8,000 to almost 22,000 on Instagram in a matter of days – presented a significant learning curve. Mooney acknowledged the lack of a “guide” for navigating such rapid growth, particularly for a small-scale operation like hers. She emphasized the importance of transparency, as followers often only see the finished product and not the extensive work behind it.

Prioritizing Sustainability and Community

ELN has already cultivated a loyal following for its cosy fleeces and Claddagh-embellished items. Mooney is committed to showcasing the behind-the-scenes aspects of her business, from design and material sourcing to her ongoing efforts to prioritize sustainability. She noted that many consumers are unaware of the origins and production processes of the clothes they buy.

This commitment to mindful creation led to the creation of “Fleece Club,” a workshop where customers can customize and design their own fleeces, which Mooney then handmakes. The project, now in its third year, aims to counter fast fashion and encourage a deeper appreciation for the creation process. Mooney admits that fleece isn’t the most sustainable fabric, but strives for a more thoughtful approach.

Expert Insight: The success of ELN highlights a growing consumer desire for transparency and connection with the brands they support. Small, independent businesses that prioritize ethical production and community engagement are increasingly resonating with audiences seeking alternatives to mass-produced goods.

A Project Born of Compassion: Cancer Fleeces

Fleece Club inspired a collaboration with Young Lives Vs Cancer, resulting in the “Cancer Fleece” initiative. Simon Darby, a Social Work Team Leader with the charity, discovered Mooney’s designs on TikTok and proposed adapting them for young cancer patients undergoing treatment. A group of patients, aged between 16 and 24, provided feedback on design modifications, leading to the addition of strategically placed zips for easy access during IV drips and treatment.

Mooney regularly facilitates workshops at Amy’s House, a Young Lives vs Cancer Home from Home near Belfast City Hospital. She expressed profound emotion at the impact these fleeces have on patients, describing them as “a little bit of armour” and a way for patients to “take cancer by the horns.” She also noted the grounding effect of the project, contrasting the stress of managing a growing business with the serious challenges faced by the patients she supports.

Frequently Asked Questions

What inspired the Cancer Fleece initiative?

The Cancer Fleece initiative was inspired by a suggestion from Simon Darby, a Social Work Team Leader with Young Lives Vs Cancer, who saw Mooney’s designs on TikTok and believed they could be adapted for cancer patients.

How did ELN experience such rapid growth?

ELN’s growth was triggered by content creator Kayleigh Trappe sharing a sketch video featuring one of ELN’s fleeces, followed by a second video featuring Joanne McNally and an engagement announcement, which received 1.2 million views on Instagram.

What is Fleece Club?

Fleece Club is a workshop hosted by ELN where buyers can customize and design their own fleece, which Mooney then handmakes, offering a glimpse behind the scenes of the creation process.

As ELN navigates this new level of demand, Mooney may need to explore scaling production while maintaining her commitment to handmade quality and sustainable practices. The brand could potentially expand its team or explore limited-edition collaborations to meet the growing interest. It is also likely that Mooney will continue to prioritize transparency and community engagement as ELN evolves.