How a change in mindset led to success

The Caton Manifesto

 

Anthony Caton is a Menswear Designer and Fashion PR based between the Middle East and Leeds, England. His label Caton Manifesto focuses on reinterpreting and refining the essential men’s wardrobe, with functionality, modernity and manifestation at its core.

We spoke to Anthony about his journey so far, from launching a PR agency to developing his international Fashion brand. Hear exactly how he achieved it all and how his mindset led him to success, even whilst others doubted him.

 

 Anthony Caton in the studio

Anthony Caton in the studio


I’m originally from Huddersfield, and moved to Leeds 12 years ago to study PR at Leeds Met University. I had a succession of internships in which I was making the coffees, teas and coverage reports — really boring and basic stuff, I wasn’t able to get my teeth stuck into the strategic or tactical side which is why I decided to set up on my own, as a student. This was met with some interesting feedback from my peers, saying things like ‘Who do you think you are? You’ve not even finished your first year yet?’ However, I knew what I wanted to do. I have always had a DIY mindset and I don’t like to wait for people for opportunities, I just go for it!


 

When did you discover your interest in designing garments?

I started drawing sketches about 8 or 9 years ago, but at that time I didn’t know how to sew. Being on the PR course at university meant I didn’t have the means or access to equipment as other fashion courses did.

I was introduced to my mentor Clyde Sheriffe who has 35 years experience in tailoring and pattern cutting. He was a Pattern Cutting technician at Huddersfield University alongside being a tailor with his own studio. On the evenings and weekends he would host workshops where I would go to learn basic pattern cutting and how to use the machinery. The workshops were about 25 hours per week on top of my PR course at university, my mates would ask if I’m coming out in the evenings but I would always go after I finished in the studio. Having 1-to-1 studio sessions gave me almost a fast-track fashion course whilst still studying PR.

Wearing my garments out in town people began asking where I bought my jacket or trousers from, so I essentially became a walking advert. I was creating things that I couldn’t find on the high street and through my studio sessions I then had the means to create them. Whilst still working in PR, I began creating garments for other people and taking in orders until it eventually snowballed into the label; the Caton Manifesto.
 

 Model shot by Kano Kane in Caton Manifesto

Model shot by Kano Kane in Caton Manifesto

 Model shot by Kano Kane in Caton Manifesto

Model shot by Kano Kane in Caton Manifesto


 

What’s the concept behind the label?

Caton of course being my surname and Manifesto stands for ‘manifestations of grandeur.’ One of the things I want to achieve with my brand is to help people. We dress them from the inside out, looking at ways that we can help them with business, life and their mindset; if they have a limited belief system we help to change that into a growth mindset.
 

 Anthony Caton shot by Metrosapiens, wearing Cosmic print smock, £120   A  vailable here      

Anthony Caton shot by Metrosapiens, wearing Cosmic print smock, £120 Available here 

 


 

How does that link to the collection aesthetically?

There are different hues of colours of the ocean, dark greens, navy and aqua. They all relate to the power and the formidable force of not just ideas but the ocean itself. Ideas come in waves, and some are deeper than others. I really want to make an impact, it’s not just about making garments. All of my clients go through a holistic service, we will sit down and go through ideas together, then every time we meet we update each other on progress — it becomes a lifestyle service.
 

 Anthony Caton by the Metrospiens in ‘Zenith’ DB Jacket £500

Anthony Caton by the Metrospiens in ‘Zenith’ DB Jacket £500

 ‘Zenith’ DB jacket £500 and trousers £120

‘Zenith’ DB jacket £500 and trousers £120

 
The power and the formidable force of not just ideas but the ocean itself

 

There is always some magical inside the garments, the lining has celestial patterns and all of the names of the garments are iconic figures in society. From the Philosopher, to the Alchemist, Astrologer, Mogul, Magnate, all of which are aspirational figures that are big in both magnitude and ideas.

Each year I go on a tour from Dubai to Leeds and London. As I don’t have a brick and mortar store its a chance for people to book appointments and try the garments. It’s a much easier way to access clients plus I get to travel!
 

 Anthony Caton in studio, viewing the celestial pattern of a jacket lining

Anthony Caton in studio, viewing the celestial pattern of a jacket lining

 

Do you believe your experience in PR made it easier to market your own brand?

Definitely, being on both sides has given me an advantage. Knowing how to communicate with media has given me a greater understanding on how to translate brand messages through visuals.

 

Thank you Anthony!

 

The 15 piece Manifestations of Grandeur collection is available online at:
caton-manifesto.com

 

Instagram: @CatonManifesto

Twitter: @CatonManifesto  

Facebook: Caton Manifesto

 

CREDITS

Words by: Swakara Atwell-Bennett
Interviewee: Anthony Caton

Photography: Metrospiens and Kano Kane