Damson Madder (damsonmadder.com) is a London-based womenswear label founded in April 2020 by Emma Hill, a fast-fashion industry veteran frustrated by lack of exciting sustainable options, starting with recycled/organic fabrics and natural dyes named after plum ("Damson") and flower ("Madder") shades. The brand gained cult status via viral pieces like leopard cargo pants (45K waitlist sign-ups) and Tilly gilets, blending dopamine dressing—bold prints, bright hues, puff sleeves—with small-batch production (100-350 units/style), organic cotton increases, and deadstock use for minimal waste at £40-£160 prices.