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

Asher Fagan with his pants

Asher Fagan with his pants - Credit: 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.

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