FLY BY NIGHT NYC
In 2019, Laura founded Fly By Night NYC, a responsible clothing brand that can now be found in female owned and operated stores across the country, and has been written about in the likes of Nylon, Teen Vogue and The Business of Fashion.
Responsibility Over Sustainability
Sustainability has become a buzzword that is thrown around as a way to talk about the good that companies should already be doing, but instead has lost all meaning, with no real singular definition. FlyByNight NYC was founded on the principle of transparency, telling customers exactly what their purchases are made from, in pursuit of being a fully-responsible business. Sourcing fabrics left over from movie sets, dead-stock designer surplus and vintage stock means that our only creation are the pieces itself, with only ‘the unused and forgotten’ inventory, every scrap cab be accounted for. Any scraps too small to be repurposed are shredded for insulation in housing projects in Brooklyn.
Art Direction & Branding
Laura’s extensive background as an Art Director within the Advertising industry paved way for the aesthetics of the brand, creating a fresh world that felt aspirational but also attainable. Educating customers is part of the experience, taking them on a journey through her site right through to the bespoke, one-of-a-kind labels. Each label is uniquely personalized to the garment with the origin story of the fabric, ‘future vintage’ care and even the hours involved in the creation of each piece.
For Good
Laura felt that in creating her own brand she had the responsibility to create something that didn’t leave a footprint on the earth. From that moment on she made sure not a single thread went into landfill. So far she has recycled a total of 49 lbs of fabric. The scraps are shredded into wall-insulation are called “shoddy”. Laura was also at the forefront of compostable packaging and spotlighted by ‘No Issue’ with her branded packaging that life can be extended as plant fertilizer.
Responsibility isn’t just about being kinder to the environment, it’s about being kinder to people too. Laura believes that building a brand comes with a great responsibility, beyond the bottom line, a brand should feel inclusive and serve as a safe space for all. Not only is FlyByNight NYC sizing inclusive, the people employed in the creation of the pieces and promotion are as diverse as the models and the production team behind the scenes. At the helm of FlyByNight NYC, Laura has incorporated Anti-Racist work into the way the company operates, inviting her white customers to self-educate and grow their understanding along with her.
FlyByNight NYC’s philanthropy is well documented on The Kinswoman Podcast, the book ‘Real Friends Talk About Race’ By Yseult Polfliet Mukantabana & Hannah Summerhill and also in The Business of Fashion.
Social Montage
Lookbook
