Behind the brand: Bill Gorton, Director, Elkin Skirts

Bill Gorton is the director of Elkin Skirts, a family-owned skirt brand based in Macclesfield.

Founded in 1956, the company has the only steam autoclaves in the UK, which create the distinctive sharp pleats and are the driving force behind the factory’s achievements, producing clothes for designers including Paul Smith, Comme des Garçons and British fashion brand Underground.

Selling skirts and kilts direct to consumers online is a new direction for Elkin, which will also direct its range through independent retail partners. The brand says it also supports local industries and promotes sustainable fashion practices, with all materials used in its skirts and kilts sourced from British factories, supporting local communities and reducing the brand’s carbon footprint.

Gorton takes us behind the scenes of the brand and tells us more about Elkin…

What does your brand do in a nutshell?

We are a luxury skirt manufacturer and pleating specialist based in Macclesfield. Established in 1956, we have worked with global fashion brands for many years and this year introduced our own Elkin Tweed and Tartan skirt designs to the country fashion market. Other sides of the business include pleated curtains for transport specifiers and high end schoolwear.

Can you give us the latest data on the company’s performance and employment status?

This spring we launched the Elkin tweed skirt brand and it looks promising. Ambitious plans for the future!

What key factors have contributed to your recent growth?

Working with fashion influencers has allowed us to enter the US and align our brand with established brands in the UK countrywear market. We had huge success at the recent Game Fair at Blenheim Palace where Elkin skirts were chosen for influencer outfits alongside Fairfax & Favour pieces, Le Chameau wellies and Clare Haggas silk scarves.

How to distinguish your brand from competing brands on the market?

We emphasise that we are a family business and our skills are rare and the best in the world. We hold the heritage of British textile mills and the talent we employ close to our hearts. We only use 100% British pure wool tweed and are committed to sustainability, minimising waste and maintaining a low carbon footprint.

How to cultivate a positive and productive company culture?

Believing in the vision that my grandfather, Arthur Elkin, set out to achieve in the 1950s. That British textile manufacturing is the best in the world and that we are poised to reap the rewards of an industry shift away from offshore, often unethical sourcing of fast fashion.

What is the most important element of a company’s marketing mix?

Social media is incredibly important for building a personal connection with our customers. Kenland Media Relations takes care of this for us and we work as a team to post daily updates on behind the scenes footage from the factory, new fabrics in stock, styling ideas and customer feedback. Instagram and Facebook are our main platforms.

To what extent does the company use support from external agencies?

Emma Starrs from Kenland Media Relations looks after our PR, Marketing and Social Media. Be Creative Media built our website.

Where do you think the brand will be in two years?

Elkin will be the go-to brand for high quality tweed skirts for the UK and overseas country fashion scene. We would also like to see our products available in selected country shops and online retailers. In the past we have worked with brands such as John Lewis, DAKS, M&S, Comme des Garçons and Paul Smith so the quality is top notch.