The young fashionista who turned a homophobic attack into a flourishing fashion brand

At this year’s Manchester Pride, a groundbreaking new fashion brand made its debut: FAGUE.

Founded by Nick Hurley, a neurodivergent and non-binary entrepreneur, FAGUE wants to make a bold statement on inclusivity, self-expression, and social justice.

Reclaiming fashion with Fague

The name FAGUE is a playful nod to the world of high fashion, with a mission to poke fun at its pretentiousness while embracing the queer tradition of reclaiming terms.

“We wanted to challenge the status quo of high fashion by using provocative language associated with the LGBTQIA+ community. It’s about reclaiming and redefining terms to foster inclusivity and self-expression,” Nick explained.

The whole genesis of the name came when Nick was homophobically abused on Whitworth Street in 2018, as they were walking home from work.

Two people in the car shouted a derogatory word at them.

The 27-year-old designer was carrying bags of glitter – biodegradable, of course – ahead of Pride weekend in Brighton.

Nick knew exactly what to do when the car stopped at a set of traffic lights.

They emptied a tube of glitter into the car through the passenger window.

Nick said the two men looked horrified before the car sped away. After sharing the incident on Twitter, it received incredible support and retweets, being liked more than 150,000 times.

Nick turned something bad into a good thing and raised lots of money for Stonewall.

It also inspired the name of their new brand.

From model agency to manifesto

Nick’s journey into fashion began at a model agency in Manchester, where they were exposed to both the commercial and editorial sides of the industry.

This experience sparked a critical perspective on the fashion world’s issues, from body image to environmental concerns.

“The industry has its share of problems, whether it’s body image issues or the ethics of fast fashion. I wanted to be involved in a way that aligns with my values,” Nick reflected.

FAGUE was born out of a desire to create something authentic and impactful.

“Before designing any garments, we crafted a manifesto outlining our core values.

Crafting a Manifesto: the foundation of FAGUE

Before designing its first collection, FAGUE established a manifesto—an ambitious and thoughtful document outlining its core values.

“We wanted to create a guiding framework that reflects our commitment to social justice, inclusivity, and challenging norms,” Nick said.

The manifesto includes principles such as:

• Consent as Mandatory: Advocating for a culture where consent is not only respected but celebrated.
• Rejecting Genocide and Advocating for Marginalized Lives: Staunchly supporting Black lives and trans rights as non-negotiable.
• Embracing ‘Ugliness’ and Authenticity: Celebrating both the raw and unfiltered aspects of human experience.
• Dismissing Beige: Rejecting mediocrity and embracing boldness and individuality.

These values not only shape the brand’s designs but also influence its business practices and community involvement.

“We don’t categorise our clothes by gender. Instead, we offer ‘gender notes’ that provide context on how certain silhouettes have been viewed historically,” said Nick.

This approach challenges the conventional gender binary and embraces a more fluid understanding of fashion.

Manchester’s activist spirit

Manchester’s rich history of activism and solidarity has deeply inspired FAGUE. From the Peterloo Massacre to the modern-day protests and social justice movements, Manchester’s working-class heritage and commitment to activism resonate with the brand’s mission.

“The city’s history of standing up for justice and equality is deeply ingrained in its fabric. It’s that spirit that we wanted to channel through FAGUE,” Nick asserted.

Facing and overcoming challenges

Breaking into the fashion industry as a neurodivergent, non-binary entrepreneur presents unique challenges.

“The industry can be quite insular and resistant to change. Structural issues, like outdated categorisation systems and entrenched biases, make it difficult to break through,” Nick acknowledges

Building a brand with social impact

FAGUE aims to make a positive impact on the community. Every sale contributes to LGBTQIA+ charities and causes. “We want to integrate social good into the fabric of our brand. For instance, we’re working on special collections to support causes like Mermaids, a charity for trans youth,” Nick explains. The brand also plans to leverage commercial events like Black Friday to raise awareness for World AIDS Day, reframing these occasions to focus on social issues.

Looking ahead, FAGUE  plans to expand its reach with pop-up events and collaborations, building on the positive reception from its Manchester Pride debut.

“We’re excited about what’s next and eager to continue pushing boundaries. Our goal is to remain true to our manifesto while making a lasting impact on the fashion industry and the community,” Nick concluded.

For more information and to explore the collection, visit their website by clicking here

Don’t miss out on the limited-time £5 gift cards available for free here to celebrate Pride (No minimum spend or expiry).