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.

Latest Hackney Stories

10 minutes ago

The 32-year-old offered an honest assessment on Saturday’s clash between O’s and Boreham Wood

Justin Edinburgh praised Craig Clay after the victory over Boreham Wood and provided an update on James Brophy

Continental Tyres Cup Group One South: Crystal Palace Ladies 1 Tottenham Hotspur Ladies 1 (5-4 after penalties)

26 minutes ago

A left-turn ban from Mare Street into Richmond Road has resulted in 13,819 tickets being dished out in just two months, the Gazette can reveal.


Sporting Bengal United were held for a point in an eight goal thriller against new boys Saffron Walden at Catons Lane this weekend.


A pop-up bar has lived up to its description over the last five years, having moved around Shoreditch, Dalston, Hackney Wick and London Fields. Now Night Tales is staying put.


A former police office and Stoke Newington RAF cadet is now serving his country in another way – after his call handling start-up app was given permission to be contracted by the government.


Health chiefs in Hackney will hold their AGM next month explaining future plans for services in the borough.


To celebrate LGBT history month, Hackney resident Amanda talks about her journey to becoming a foster carer, with the council’s support and training.

Education and Training


Read the
Education and Training
e-edition today

Read Now

Newsletter Sign Up

Hackney Gazette twice-weekly newsletter
Sign up to receive our regular email newsletter

Our Privacy Policy

Most read news

Show Job Lists