Welcome to ISWAI - It Starts With An Idea!

Say hello to the label that strips style back to its fundamental roots; the idea. Inspired by the the beautiful things in life ISWAI (It Starts With An Idea) is a contemporary lifestyle and fashion brand. Created by Caggie Dunlop, a modern London girl with a bohemian spirit and a love for fashion and travel. ISWAI began its journey in 2012 creating collections with different designers and showcasing the UK’s emerging talent. With its clean, classic aesthetic and its signature turquoise spiderweb logo, ISWAI has established itself as an aspirational yet accessible brand. We continue to bring beautiful ideas to life. Finding inspiration from the most stylish eras, places and people. With an ever-expanding collection ISWAI aims to build 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.


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