Why I Started Macrae Morning
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Over the past few years, I’ve used this space to document the full journey of MACRAE.
Platforms like Instagram and TikTok are useful for sharing finished garments, campaign images, or the occasional glimpse into the studio. But they’re built for speed. Every post is competing with the next trend, the next video, the next piece of content.
MACRAE has always been more than the clothes themselves. Every garment starts with an idea, a conversation, or curiosity. Those parts of the process are often the most meaningful, yet they’re usually the first to disappear on social media.
The Macrae Morning is my way of documenting those moments.
Every few weeks I’ll send out a letter from the studio. Sometimes it’ll be about a new design I’m developing. Other times it might be a story behind a garment, something that’s inspired me that week, or simply a reflection on what it’s been like building this brand.
I hope it becomes a place where we can slow things down together.
Whether you’ve been here since the beginning or you’ve only just discovered MACRAE, thank you for being part of this journey. Your support has allowed me to keep making, experimenting, and growing, and I’m genuinely grateful for that.
As a small welcome, anyone who joins Macrae Morning through the Website will receive 10% off their first order. Consider it a thank you for joining me from the very beginning of this next chapter.
I’m looking forward to sharing what’s ahead.
Sincerely,
R