We Are KIN: Finding Her Thread

When Ngoni Chikwenengere moved to London after finishing university in Northampton, she carried with her more than just sketches and ambition, she brought a deep conviction that fashion could be both beautiful and responsible.

“I’d always loved the artistry of fashion,” she says. “But I struggled with the disconnect between creativity and the reality of the industry.” That tension became the starting point for We Are KIN, with her label built on the belief that style and substance can - and should - coexist.

Founded in 2016, Ngoni began by designing capsule collections in small, deliberate runs, sourcing end-of-line and thoughtfully chosen fabrics. Every piece was considered, from the clean silhouettes to the timeless forms that transcended trends. “I wanted to create clothing that felt meaningful,” she explains, “something you could wear again and again, pieces that told a story.”

As the business grew, so did its impact. We Are KIN developed a cult following for its sharp tailoring and refined, effortless aesthetic, but also for the values stitched into every garment: ethical production, transparency, and community. The brand now works closely with a small London-based factory, forging what Ngoni calls a true “KINship” with the team who brings her designs to life.

Behind the scenes, support from her banking partner, HSBC UK, helped lay the financial foundation for growth. “HSBC UK’s events have given me the opportunity to talk to businesses that are the same size as mine or bigger.” she says. “This is invaluable as a small, independent business. Plus, it’s reassuring to know I can speak to a real person when I need advice.” That confidence allowed her to focus on what she does best: design with purpose.

Ngoni’s journey with We Are KIN is far from over, but its roots are firmly planted in a belief that fashion should be thoughtful, not throwaway. “To me, sustainability isn’t a trend, it’s a responsibility. And we all have a part to play.”

As her collections continue to evolve, one thing remains constant: the care, craft and consciousness that defines every piece - and every step of her journey.

With no monthly account fee and free UK digital banking¹, we’re helping small businesses like Ngoni’s do more. Search HSBC Small Business Banking Account to see how we could support yours.