Lyell is the relaunch of Emma Fletcher's 2003-2010 cult label. With her unique sensibility in tact, Fletcher pushes Lyell forth with a new vision and fresh feel. She creates fun and simple shapes that blend fantasy with equal parts elegance, grit, and youth. What results are distinct pieces that seesaw between practical and fantastical. Lyell's simple concept breaks all of the rules of the fashion world - no seasons, no collections, no fashion schedules to abide by. One can anticipate a steady roll-out featuring one original new piece, on one girl, in limited editions, on a continual feed.

"To me, punk rock is the freedom to create, freedom to be successful, freedom to not be successful, freedom to be who you are. It's freedom." Patti Smith