Fashion / i . should . b
Fashion against bullying
Graphic designer Amy Goodall has propelled her past anxieties of being bullied as a teenager into a positive design and fashion brand that inspires confidence and strength in others whilst supporting the Bullies Out charity
Her empowering brand i.should.b is contemporary and fun, incorporating positive motivational quotes with fashion items and printed artworks, bringing that feel-good factor to fashion.
“It started last summer, as a bit of an identity crisis,” Amy confesses. “As a mum I wanted to remember who I was as an individual and not just as a mum. I remember thinking ‘I should be cooking fish fingers but I’m looking at booking festival tickets!’”
is needed now More than ever
Following the ‘I should be’ realisation and in a bid to get her non-mum life back on track, Amy began developing her design skills as a freelance designer, alongside working a day job to support her creativity. Within a year she had taken the plunge to go it alone and launched the i.should.b brand from her home office near Henleaze Lake.
i.should.b graphic prints from £25
“As my confidence grew and my design skills developed I started putting positive affirmations up on Instagram and people seemed to love them,” continues Amy. “This progressed to designs on T-shirts, hoodies and bags and I found myself with a confidence-boosting brand.
“Fashion is a huge passion of mine. I wanted to give people something they could wear almost as a sort of armour against negativity and the trials and tribulations of life.”
Many of the i.should.b prints are available as both artworks and T-shirts
With a BBC West interview on the horizon, Amy is working hard to spread the word on the challenging subject of bullying and how we can combat it.
“I support an anti-bullying charity as I was bullied myself when I was 15. The effects of this stayed with me for so many years and I suffered from awfully low self-confidence as a result, often scared to speak for fear of being ridiculed,” she explains. “It took me until my mid-30s to finally feel ok about myself and I just want to try and help anyone going through this themselves”.
Many people who were bullied as a child take their experiences with them into adulthood, so how did Amy overcome her anxieties and low self-esteem issues? “I volunteered in Borneo with Raleigh International back in 2007,” she explains.
“This began my recovery in terms of completely accepting myself for who I am. More recently I use hypnotherapy breathing techniques to calm myself and give myself boosts of confidence when I need them. Talking to friends and family helps a lot too.”
The Spandau Ballet-influenced luxury organic tote bag (£21.99) and the Bella the Fox enamel pin (£5.99)
The i.should.b T-shirt and sweatshirt ranges, for both adults and kids, come in a selection of soft muted pinks, greys and blues, made from 100 per cent organic cotton. They feature Amy’s fun prints and embroideries, with prices ranging from £28 through to £60 for a hoodie.
The range also features a cute fox enamel pin at £5.99, a 100 per cent organic and Fairtrade luxury tote at £21.99 and inspirational graphic artworks from £25 each, with an added opportunity to get your own personalised and bespoke print to keep you motivated.
A percentage of each sale is donated to charity Bullies Out. This amazing charity is inspiring a change in schools and youth settings by empowering young people and victims of bullying, raising their confidence and self-esteem.
Their anti-bullying systems are set up to ensure a safe and respectful environment for both pupils and teachers through interactive and creative workshops.
“Bullies Out do such fantastic work both with victims of bullying and working with schools in a preventative way,” says Amy.
“As a mother I make sure I tell my little girl positive affirmations to help her build a really strong and solid confidence. I want to always talk to her about how people are different, and how differences are what make us special and the importance of always being kind, and to look out for others if they are being bullied.”
A super cute children’s T-shirt from £35 and the supportive Bullies Out print
i.should.b want to share positivity with their motivational messages, reassuring you that you are an awesome person, encouraging self-love, believing in yourself and saying a polite ‘screw you’ to anyone who suggests otherwise.
“My brand helps and inspires others,” Amy says proudly. “It’s all bright and bold, with positive messaging meant for the wearer. My new collection will have a bespoke element, where the customer can choose to have their initial in any colour embroidered on the front. This is to remind them to have confidence and faith in their own identity and know their own self-worth.”
Shop the i.should.b range by visiting www.ishouldb.co.uk/collections/all and find out how to support anti bullying week by wearing purple in November.
Read our Fashion Editor Emma’s blog No Debutante
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