Gemma smiling beside a mannequin wearing a black MATTER sweatshirt inside a fashion studio with folded fabrics.

How It All Started: The Story Behind WearMatter

The Fashion Industry is Toxic

That is a bold statement. I stand by it.

My Creative Roots

From a young age I dreamt of being a fashion designer. The school art room felt like home.

Young Gemma McAllister wearing pink sunglasses and a homemade tutu beside an ironing board.
Pink sunglasses, a DIY tutu, and a very busy living room.

I loved making things. That tutu was likely just tulle tucked into shorts, yet it felt like a masterpiece.

We all start somewhere.

Studying Fashion with Purpose

I studied Textile Art, Design, and Fashion at Ulster University. My work always had a purpose. Function first.

My final project, The Network Collection, was inspired by roadworks and everyday imperfections. It was also a tribute to my mum, the first female roadworker in Northern Ireland.

Editorial image from The Network Collection knitwear showcase.
The Network Collection — beauty in overlooked places.

View the full collection

From Carrickfergus to London

I graduated with First-Class Honours and showed at New Designers in London.

Before I left, a loved one gave me a London Survival Kit filled with essentials and encouragement.

Contents of a London Survival Kit including sweets, pens, and essentials.
A thoughtful box of courage.
Handwritten checklist for a New Designers survival kit.
The handwritten checklist that came with it.
Group of 12 Ulster University students at New Designers London.
Our group from Ulster University at New Designers.

Losing Myself, Then Finding Myself Again

I doubted myself even after the success. I took a job at a Santander contact centre. It lasted one day. "What am I doing here?" I resigned and reset.

Internships, Industry Insights, Frustration

I won two internships: one in Barcelona and one in London. I chose London because it felt safer.

I loved the creativity but saw the cracks. Fit sessions stripped originality. Costs ruled every decision. Even the clothes didn’t fit the so-called perfect model.

Real bodies deserve real design.

I moved into buying to try to influence decisions. The deeper I went, the clearer it became: exclusivity, waste, and profit over people.

A New Mission: WearMatter

Portrait of Gemma McAllister, founder of WearMatter.
Hi, I am Gemma. I started WearMatter to do fashion differently.

I spent ten years in the industry across design and buying. One employer was later acquired by Boohoo. I stayed for a time to learn. Mostly, I learned what not to do.

I stepped away and worked in disability services. That role showed me a hard truth.

Fashion had forgotten inclusivity.

So I founded WearMatter.

Why WearMatter Exists

We bridge the gap between fashion and accessibility. We design clothing for real life and keep style intact.

What you wear matters. Every body deserves clothing that reflects who they are.

About Me: Beyond the Brand

I will be honest. Most days I struggle. Every day I try.

There have been awards and rejections. Highs and lows. I keep going.

Gemma McAllister in a candid moment, reflecting on building WearMatter.
Real life behind the brand.

I turned 30 and started running. I signed up for a half marathon. I am still not sure why. It helps to do hard things.

Right now I focus on:

  • Making a difference
  • Advocating for accessibility
  • Sharing what I learn
Small changes lead to big shifts.

💬 I am glad you are here. If fashion has not felt like it was made for you, this space is. You belong.

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