How London Designer Phiney Pet Made It!


As part of the ASOS+I-D series Making It series, this profile of London designer Phiney Pet showcases how one determined young designer is developing a unique brand in the fashion industry.

Pet is known for her playful designs adorned with kitsch illustrations, which are loved by the likes of Miley Cyrus and Susie Bubble. Although admitting to not taking herself too seriously, Pet’s hardworking attitude and entrepreneurial spirit is what has lead to the success of her fun-filled brand.

Follow @phineypet

Surrounded by her dreamy upcoming ASOS collection, the ‘babe with the power’ gives us an insight into how she got into the industry, her thoughts on work ethic and why no matter what you come up against, you should push through it.


Find a way

Find a Way is not just the title of Diana Nyad’s memoir, it’s also her life mantra. When she arrived on the shore of Key West after fifty-three hours of grueling swimming across an epic ocean, she not only set a world record—becoming the first person to swim the shark-infested waters between Cuba and Florida with no cage for protection—she also succeeded in fulfilling a dream she first chased at age twenty-eight and at long last achieved when she was sixty-four.

In her memoir, Diana shares what it takes to face one’s fears, engage one’s passions, and never ever give up. So when Pet echoed this mantra and link it to her entrepreneurial success, I just had to connect these dots for ya!

Here’s what I’m saying: Sometimes an entrepreneurial dream might take years to achieve, but if it’s a good idea, something you keep coming back to, that resonates deeply with you and puts fire in your belly, that something.

Do this while you’re waiting for the right time

  • Keep an organized notebook or app handy to jot down ideas that come to you.
  • Set up a reading space like Pocket to store articles you want to come back to later.
  • Follow people on social media who are doing related work.
  • Think of small steps you might take early on to build an audience or put a single product out there.
  • Set a regular networking schedule – whether every month or every three months, attend events.
  • Keep learning and honing your skills–wanna write, read more. Wanna be a chef, practice recipes.

When to strike

If you have dependents and need your 9-5, knowing when to strike out on your own can be tricky. It’s a personal decision but I recommend being as practical as possible. Only give up your 9-5 when you have income coming in from your idea, a large enough audience who are clamoring for more of what you’re offering them free, or a partner / hubby /family who have agreed to take up the financial slack for 3-5 years. Yes, it can take that long before you begin to see steady income from your venture. And even then, it all depends on your work ethics: have you mastered the art of consistency, do you know your field or industry well enough to confidently put yourself out there as a pro?

There’s a strong impulse to work for yourself and be your own boss. Truth is though, not everyone is cut out for it, but with a great idea and passion, I say never give up on your idea.

Phiney Pet and Diana Nyad are two examples of finding a way. It’s a mantra I’m a huge fan of. My own mantra is similar and simple. It’s this: TRY.

I really recommend it if your idea is something that moves you!







About the Author

Christine is a lifestyle coach who believes the way we live affects everything we do, especially our motivation. She's also a mindful living educator living in Los Angeles, California.

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