About Selkie Patterns

Our Story

Selkie Patterns was co-founded in 2018 by Alexandra Bruce and Caroline Akselson. We met at the University of the Arts London and proceeded to spend the majority of our day to day lives together. Between the two of us we have lived in many countries, but we make London our home. The idea for our own company was born in August 2017, on a beach towel, out of the desire to create something of our own that we could build and grow. We opened our online shop in December 2018 with the help of a successful crowdfunding campaign.

Alexandra’s work background consists of luxury brands, costume designs for Edinburgh Fringe, and working backstage at major West End musicals. From a young age, she loved illustration, storytelling through character development, mythology and history. She is a pro in knowing what women want in clothing. Caroline is a costume maker by trade. She has sewn costumes for all major West End musicals, worked for Disney, and teaches sewing privately and at university. She has been sewing since she was five and learnt on her grandmother’s lap. Between the two of us, we hold degrees in English Literature, Costume Design, Costume Making, Pattern Cutting, Fashion and Art.

Photography: Peter Akselson
Photography: Quadrille/Charlotte Medlicott

Selkie Patterns was born out of a love for sewing, which is our passion, and sustainability, which is our future. We want to be a female focused platform where people can come and shop for stylish sewing patterns, single use swaps and textiles that don’t cost the earth. We envision making products we feel passionate about, working together, continuously evolving our knowledge, brand and products. We are recipients of the Eco-Age Brandmark and have a plastic-free business award for our sustainability efforts. We aim to be as transparent as possible and you will find lots of information on packaging, fabric printing and our ethos on our website.  

Our co-founders are also the authors of the book “The Great British Sewing Bee: Sustainable Style” (2020). 

We are available to teach workshops and private sewing. Please get in touch with us if you are interested in a friendly sewing  session in your office, a rude embroidery class for your hen party, or an upcycling session at your event or festival.  

Our main aim for our range is to offer you collections that are environmentally friendly without compromising on style. Bold colours and bold choices for bold women!

Caroline & Alexandra

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