24 July, 2026

In this week’s Goods, our intern Mariama reflects on the challenges (and solutions) to ethical graduation wear.

AYM Studio is one of those rare fashion brands that proves you don’t need to compromise ethics for aesthetics. As graduation season arrives, many people are searching for outfits that feel special, timeless and true to the moment. That makes AYM Studio a brilliant business to spotlight. The British womenswear brand is built around thoughtful design, quality craftsmanship and clothing that helps people feel confident without compromising on ethics or comfort.

Founded by Alie Mackintosh, AYM began from humble beginnings: a small box of fabric bought for £14 whilst she was still at university. Since then, it has grown into an award-winning fashion brand known for pieces made in the UK with attention to function and longevity. When I bought my own AYM graduation dress, I shared the brand with colleagues across the office and was struck by how universally admired the designs were, regardless of age or personal style. That kind of broad appeal speaks to AYM’s ability to create pieces that feel just as appropriate for graduations as they do for weddings, work events and other special occasions.

AYM’s approach is rooted in ethics and sustainability. Their made-to-order model reduces waste, avoids overproduction and supports slower, more intentional buying habits. Production happens locally in their UK studio where garments are cut and sewn by a skilled team paid fairly for their work. Fabrics are chosen for durability and long term wear and the brand is transparent about its progress and areas for improvement; a refreshing contrast to the vague “eco” claims common in fashion.

In a world of fast fashion and fleeting trends, AYM Studio is building something far more lasting; clothes people genuinely want to wear again and again. AYM proves that thoughtful fashion never goes out of style.

By Mariama Frimpong