About us

This story began more than 40 years ago when – as a teenager growing up in Dorset, UK – I decided that instead of wearing the usual shop-bought clothes and accessorizing with your usual boring bag; I would make my own. I still remember my bright pink prawn print cotton top and hamburger - being eaten by giant juicy worms - fabric painted bag! (Yeah I know, I was weird like that!)

Crucially (for me) these items were unique and showed the world who I was, in a way that something mass-produced never could.

 

Fast forward 20 years and you will find me making, customizing and selling my creations at Spitalfields, Portobello and Camden markets, London – crafting unique one-of-a-kind-designs that caused visible excitement in those who dreamed of such things but never imagined they may actually exist and they could really buy them! Like the t-shirt with padded oranges on the chest and ‘Outspanner’ written across the back, or the flared teddy-bear-fur trouser suit….

 

Today, I live in the perpetual sunshine of Dubai, and still carry that same brand belief that your style – be that through fashion or accessories – is your first calling card that tells people who you really are. That’s why our products are designed in such a way that makes them truly unique. I use collage, found objects, photographs and text to represent the complexity, humour and beauty of life as I see it today. The fabric designs start as art pieces, which are photographed and printed onto the garments.

 

The brand name: So Fear Clocks, is a nod to my love of science fiction (I remember reading a story of a world without clocks) and the perpetual desire to live freely in the present and not be a slave to time, or clocks. It also (almost) sounds like my name!

 

I hope you enjoy my designs as much as I have loved creating them!

 

Sofia Cox  (CEO and designer at So Fear Clocks)