A label of love: How Ashley Battle turned The Lot in a recognisable style imprint
14 years ago, Ashley Battle started The Lot after struggling to find clothes that matched retail trends and spoke to her fashion sense.
Ashley Battle from The Lot is passionate about fashion. Picture Supplied
So much to choose from, but nothing to wear. Fashion was dull and same-same. And that’s the genesis behind Ashley Battle’s fashion brand, The Lot.
When she couldn’t find clothes that spoke to her fashion sense or match clobber in retail to trends she saw in fashion magazines, Battle decided to start up her own brand to wardrobe her style into tangible fashion.
That was fourteen years ago. And what started off as a loose collection of international and local brands eventually morphed into a recognisable style imprint. Today The Lot has standalone stores and department store showcases in Cape Town and Johannesburg with plans to grow organically throughout the country.
Ashley Battle has loads of energy. It’s infectious in any kind of conversation and engagement with her. But she knows her fashion and has a never-ending passion for talking about her first love. She is a driven individual whose diary is as busy as her ambition.
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