About Heyday Online
Heyday was born from a deep love of classic style and a disenchantment with fast fashion. Our designs are drawn from the glamorous golden era of the 1930s to the late 1950s, with just the right amount of updating to fit and flatter 21st century silhouettes.
We clothe everyone from the retro-minded modern fashionista to the living historian, and all the folks in between. Our carefully recreated ladieswear patterns are perfect for curvy girls and slim athletic figures alike. Our menswear recreates rare and sought-after pieces like jackets and trousers, all designed to fit a modern man. We love to see head-to-toe vintage as much as modern takes on iconic looks... Heyday designs might be inspired by the past but we want all our customers to feel amazing and become their own Hollywood icon, in garments that look great and will last for a long time!
Re-enactors and costume designers love our period-correct patterns and colours and often use our pieces to supplement real vintage in productions! Swing, lindy hop and jive dancers sing the praises of our easy-care fabrics and ingenious design adjustments.
Heyday is passionate about keeping traditional skills alive, and we only use small manufacturers based in the UK where we are based, and in New Zealand where we started. We try to use authentic style fabrics wherever possible, and also source off-cuts and fabric remnants from designer ateliers so they don't go to waste and can be used to create beautiful, limited edition garments. So not only are our clothes glamorous and well-made, they are 100% ethical and guilt-free!
In this world of disposable fashion, we like to think we're making the vintage of tomorrow.
About Shona van Beers
Shona grew up in New Zealand and has been a keen dancer from the age of 7. She started Rock n Roll dancing in the late 1980s, when vintage was not cool and was extremely hard to come by (at least over there). As she honed her skills and entered the realms of competitive dancing, she had been taught to sew and knit by her mother, herself a professional seamstress in the late 1940s; and so began to make her own clothes for competitions. Often Shona home the best-dressed prize as well as awards for dancing!
After a slight deviation into a career based on architecture (though you'd be amazed at the parallels between designing clothes and architecture), upon moving to the UK, Shona decided to make her true passion into a business, and launched Heyday in 2005. Her first customers were swing enthusiasts who were keen to protect their real vintage from endless thrashings on the dance-floor, but as the Heyday label continues to thrive, customers now shop online from across the globe.
When Shona is not busy in her workshop designing dresses, poring over vintage magazines and films, researching theatre, travel and music to gain inspiration, and being endlessly fascinated by what people wear (and why); you can find her teaching swing dancing for www.lindycircle.com. In her own Heyday clothes, of course.