About Us

Say hello to the label that strips back style to its fundamental roots: the idea. Inspired by the beautiful things in life, ISWAI - It Starts With An Idea - is a contemporary lifestyle and fashion brand. Created by Caggie Dunlop, who is  a modern London girl with a bohemian spirit and a love for of fashion and travel. ISWAI began its journey in 2012 creating collections with different designers and showcasing some of the UK’s emerging talent. With its clean, classic aesthetic and its signature turquoise spiderweb logo, ISWAI is synonymous with  aspiration and  accessibility. We continue to bring beautiful ideas to life by finding inspiration from the most stylish eras, places and people. With an ever-expanding collection ISWAI aims to be part of every girls’ dream wardrobe.


The ISWAI girl has big dreams, a positive mind and an open heart. She values her independence above all else. Her style is effortless and her life is limitless. Minimum fuss, maximum impact. It's time to start living the life you have always imagined.

Send us your ideas to ideas@iswai.co.uk 

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