UON student is fighting crimes against fashion with his clothing store

A University of Northampton graduate has seen his clothing business go from strength to strength. Elis Haddock studied Criminal and Corporate Investigation and had planned a career within the criminal justice system. During his time at University, he discovered a passion for fashion and using the skills he honed on his course, he launched his own clothing store.

While Elis was a student, he found he had a passion for the streetwear movement, alongside his studies, entrepreneurial Elis started to trade streetwear garments at pop up stalls in London, and partnered with his friend, Jack Tavener, to launch Groovy Garage.

Speaking about the streetwear trend, Elis said: “The movement focuses on comfortable ad casual pieces. Although people want to be comfortable, the brand led nature of streetwear means people focus on investing in key signature pieces, or limited-edition garments, which is exactly what Groovy Garage stocks.”

Specialising in streetwear ad vintage clothing, Groovy Garage has evolved from London-based pop-up shopping events, to develop an avid online customer base and permanent home on the high street in Kettering town centre.

Elis continued: “Let’s face it, when Covid-19 hit, people all over the world hung up their workwear, pulling on comfortable and casual looks – streetwear. We’re one of a handful of streetwear and vintage outlets in the area, and people have been keen to support local business, which has been great for us.”

Although the store is currently closed, and the pop-up trading on hold, the business is holding its own during the pandemic.

Elis said: “I’m missing the day to day contact with customers in-store, but it’s so important we all stay at home to stop the spread of Covid-19. Our online business is doing well, and I love it when people share pictures of them and their purchases on social media.

“This inspired us to encourage ‘at home fit pictures’ offer – where we encouraged people to get tag us in their at home fits, while wearing our gear. It’s our way of thanking and rewarding people for buying from us, and staying at home!”

Although Elis diverted from his original career goals and set up his own business, he credits his studies at the University for helping him launch his business.

Elis said: “You might think a clothing store is a long way away from my original goal to be a police officer, but the skills I developed at university are equally as relevant for me now.

“Careers in the criminal justice world are built on a foundation of being able to communicate clearly, build rapport, and being confident to challenge injustice – all skills you need when developing a clothing business, trading with members of the public, and making sure you’re responsibly sourcing your stock. The modules on covert and overt surveillance and fraud have certainly helped me to safeguard my business against criminal behaviour too.”

Looking to the future, Eli hopes to be able to take the Groovy Garage pop-ups back on the road and has hopes of a second-high street store.

Follow Groovy Garage on Instagram for style advice, streetwear inspiration and shopping.

Pictured L-R Jack Tavener and Elis Haddock