Start-up of the week: Dalston’s Deadly Yarns men’s pants beat crowdfunding target

PUBLISHED: 13:58 20 December 2017 | UPDATED: 13:58 20 December 2017

Asher Fagan with his pants

Asher Fagan with his pants

Asher Fagan

The Gazette hunts high and low each week to bring you news of the most interesting new businesses in Hackney. This week we speak to Asher Fagan who has raised money through crowdfunding to launch a business making men’s pants.

A solicitor who decided he’d had enough of “bland, tired, uncomfortable and unsexy” underwear has just raised £8,307 through a crowdfunder to launch his own brand.

Asher Fagan, 30, who lives in Dalston, received donations from 172 backers and hopes to supply orders for Deadly Yarns pants by March.

The Kiwi has been working on the project alongside his full-time job for two years since he tried to buy new underwear in his home country.

“It was born out of personal frustration,” he said.

“My girlfriend and I needed to buy some underwear and we had a completely different shopping experience. While she was having so much fun, I had to pick which pair of pants I disliked the least.”

Since then he enlisted the help of a London designer, sourced fabrics with funky patterns, and found a factory in China. He is thrilled to have raised the money on Indiegogo.


Welcome , please leave your message below.

Optional - JPG files only
Optional - MP3 files only
Optional - 3GP, AVI, MOV, MPG or WMV files

Please log in to leave a comment and share your views with other Hackney Gazette visitors.

We enable people to post comments with the aim of encouraging open debate.

Only people who register and sign up to our terms and conditions can post comments. These terms and conditions explain our house rules and legal guidelines.

Comments are not edited by Hackney Gazette staff prior to publication but may be automatically filtered.

If you have a complaint about a comment please contact us by clicking on the Report This Comment button next to the comment.

Not a member yet?

Register to create your own unique Hackney Gazette account for free.

Signing up is free, quick and easy and offers you the chance to add comments, personalise the site with local information picked just for you, and more.

Sign up now

Latest Hackney Stories

Yesterday, 18:10

Sheldon Harnick is best known for penning the lyrics to Fiddler on the Roof, but the 93-year-old collaborated with composer Jerry Bock on another Broadway musical about a Jewish family with five offspring

Yesterday, 16:00

In an article from our ‘Year in Sport’ pull-out, we look back on the changes at our two Old Spotted Dog clubs in 2017 and what the future holds

England international only needs two more goals to reach a hundred in the league and netted a hat-trick against Southampton on Boxing Day

Yesterday, 13:00

The 36-year-old former Reading skipper insists the O’s will not let up between now and the end of the season

Yesterday, 12:26

A top Hackney cop says police know who the moped crooks in London are – and it’s a case of “picking them off one by one”.

Yesterday, 12:04

Severely disabled children and adults have been unable to get routine appointments at a special dental practice for nine months.

Yesterday, 09:58

Police want to speak to this man after a woman was sexually assaulted while walking home from a night out in the Finsbury Park area.

Yesterday, 08:00

In an article from our ‘Year in Sport’ pullout, the other teams in the Six Nations have their chances previewed

Education and Training


Read the
Education and Training
e-edition today

Read Now

Newsletter Sign Up

Sign up to receive our regular email newsletter

Most read news

Show Job Lists