British fashion brand for the 1% denies Apple backing

By Alex Wood 20 March 2017


Nothing says subtle like spending £185+ on a blingy iPhone case.

Meet Chaos, the British fashion brand so eye-wateringly expensive, it’s caught the attention of Jonny Ive, Apple’s superstar design chief.

At least that’s what was reported over the weekend.

The Sunday Times stated that Ive was one of the biggest backers behind Chaos, the accessories brand launched by designers Charlotte Stockdale and Katie Lyall.

But less than 24 hours after going to press, Chaos has trashed the story. Co-founder Charlotte Stockdale denied the whole thing, telling Business of Fashion:

“We can categorically state that we are self-funded still at this point and no one has invested in the company,”

Match made in heaven

It’s a shame the investment story fell apart. With high prices and celebrity backing, Chaos and Apple were made for each other.

The brand’s signature deerskin (yes, deerskin) cases have become must-haves amongst the elites, including Beyoncé and Victoria Beckham.

And there are already family connections. Stockdale is married to designer Marc Newson, who worked with Ive on the Apple Watch.

The brand designs exclusively for iPhone, and if £185 isn’t enough for a phone case, you can accessorise it with a range of zips and charms, from just £45 and £90.

New kicks. New day. Off to the gym… @julieverhoeven #mjss17 #sneakersunday #metallicmushroomsziggyfrog

A post shared by Marc Jacobs (@themarcjacobs) on

Or be like Marc Jacobs (pictured above) and design one with your initials on for just £165.

It won’t be for everyone, but with celebrity endorsements and profit margins as high as these (we imagine), we bet Jonny Ive would do well to embrace the Chaos.