A HEREFORD vintage clothing company is taking something old and making something new with the launch of its own label.

Based at Hereford Antique Centre, Lizzie May Vintage was set up in 2001 by sisters Sharon Podmore and Fran James-Hill out of a love of vintage, shopping and to offer something new to county residents.

A commitment to selling only clean and non-damaged garments led to the development of their own brand which was launched in December.

Fran James-Hill, who works on the administration side of the business, said: "Over the years we sometimes came across beautiful pieces that simply could not be cleaned or restored to all their former glory, so in order for them not to be discarded completely, we started to re-work them into something else – a dress with a permanent stain on the bodice can become a beautiful skirt, pretty fabric from a ripped skirt can be reworked into a fabulous new blouse or jacket," she said.

"Sometimes we breathe new life into items that are just not wearable today creating thoroughly unique, modern vintage garments.

"These projects led to the growth of our supply of genuine vintage fabrics, haberdashery and remnants. Add to this to an ever increasing selection of genuine vintage sewing patterns and inspiration from a magazine article on Biba, the iconic 1960s design label, we put two and two together and came up with our unique collection that we have named 'Who Dares Wears at Lizzie May Vintage' our very own fashion label."

The collection consists of genuine vintage pieces that have either been drastically re-worked or completely made from scratch using vintage fabrics, patterns and haberdashery.

Sharon Podmore, a partner at Lizzie May Vintage, has a degree in fashion and pattern cutting and, after working in theatre costume departments around the country, returned to Hereford as a professional seamstress.

The pair have kept their project local with the photo shoot taking place at Wye Valley Reclamation and Warehouse 701, shot by a Hereford College of Arts student and featuring a local model.

"The name Who Dares Wears is a hint to our local Regiment and also a little challenge to the fashionistas of Hereford – if you dare to be different

and totally unique, you’ll choose to wear Who Dares Wears at Lizzie May Vintage," added Ms James-Hill.