Contrary to popular belief, head designer and founder Georgia is not Miss Crofton. The brand name remembers Crofton Road, Camberwell, Peckham - a street full of fond memories, to be missed - hence, “Miss Crofton”. London is a big part of Miss Crofton’s identity, reflected in design, fabric, and making.
Low waste and sustainability is extremely important to Miss Crofton. The London-based studio sources end-of-roll material from diverse local sellers. Buying end-of-roll rather than producing new materials to follow their environmentalist goals reduce overconsumption. Also, the very nature of their small-scale production and pattern-cutting techniques minimize waste.