How It All Started: The Story Behind WearMatter
The Fashion Industry is Toxic
That’s a bold statement BUT one that I stand by.
My Creative Roots
From a very young age, I dreamt of becoming a fashion designer. I found my sanctuary in the school art room, it was the only place I ever wanted to be.
You can see little me rocking some jazzy bright pink sunglasses, a cute clutch, and a hairstyle that definitely shouldn’t have been seen in public (damn curly hair!). The interiors might not be something my mum would proudly display now but hey, that ironing board and iron were essential for all the crafts and sewing I did as a child. Here I am, proudly repping a tu-tu I "made" myself, though if we’re being honest, I probably just tucked some tulle fabric into a pair of shorts and pretended it was a masterpiece.
We all have to start somewhere, right?
Studying Fashion with Purpose
Skipping the traditional foundation art route at university, I went straight into a degree in Textile Art, Design, and Fashion at Ulster University. Looking back, I realise something important: my work always had a strong focus on functionality and creating with a purpose.
During my studies, I specialised in fashion and knitwear, culminating in my final project: “The Network Collection.” Inspired by the often-overlooked beauty of roadworks and everyday imperfections, the collection was also a tribute to my mum — the first female roadworker in Northern Ireland.
From Carrickfergus to London
After achieving a First-Class Honours, I was selected to showcase my work at New Designers in London.
Before leaving, a loved one surprised me with something incredibly thoughtful: a "London Survival Kit" filled with essentials and encouragement to help me face the big city.
That gesture meant the world to me, a reminder that no matter where I was going, I wasn’t going alone.
Here is the group of 12 of us selected for New Designers for Ulster University.
Losing Myself, Then Finding Myself Again
Even after all the excitement, I didn’t truly believe in myself.
After returning home, I graduated at a different time than my peers and ended up working at a Santander contact centre — a far cry from my creative dream.
“What am I doing here?”
That very day, I quit.
Internships, Industry Insights & Frustration
I applied for internships and was lucky enough to be offered two:
- One in Barcelona, with a high-end designer.
- One in London, with Warehouse.
I chose London.... it felt safer.
As an intern for a Senior Knitwear Designer, I loved the creativity, but the cracks were obvious. Designs were stripped of originality in fit sessions, and decisions were driven purely by cost, not creativity.
Worse, clothes didn’t even fit the "perfect" fit model. How were they ever going to fit real people?
ARGHHH.
That’s when I pivoted to buying, Hoping I could bridge creativity with better decision-making. But the deeper I went into the industry, the more I saw: exclusivity, waste, and a relentless drive for profit over people.
A New Mission: WearMatter
My name is Gemma McAllister, founder of WearMatter.
With over 10 years of experience in the fashion industry, I’ve seen both its beauty and its flaws. I worked in design and buying for well-known brands, and during that time, one company I worked for was acquired by Boohoo — a giant in the fast fashion world.
I was hesitant, but stayed for the experience. I learned a lot and especially what not to do.
That was the turning point. I left fashion, and moved into a job within disability services. Not wanting to be negative but....This role was awful.
Fashion had forgotten about inclusivity altogether.
And so, WearMatter was born.
Why WearMatter Exists
We’re here to bridge the gap between fashion and accessibility.
We design clothing that meets real-life needs without sacrificing style. Because fashion should empower, not exclude.
Because what you wear matters.
And every body deserves clothing that reflects who they are.
About Me: Beyond the Brand
I’ll be honest:
Most days, I struggle.
But every day, I'm trying.
Along the way, I've been lucky to receive support and recognition. But for every award, there’s been rejection. For every good day, a tough one.
Outside of WearMatter, I’m still figuring life out.
I recently turned 30 and in true existential fashion, I started running and signed up for a half marathon.
(Why? Honestly, I still don’t know.)
But it’s about doing the hard things anyway.
Today, I focus on:
- Making a difference
- Advocating for accessibility
- Sharing what I’ve learned
Small changes lead to big shifts.
And that’s what WearMatter is all about.
💬 Final Thought
I’m so glad you’re here. If you’ve ever felt like fashion wasn’t made for you — this space is. You belong here.