How an independent fashion designer from Newport went to court to take on one of the biggest denim producers in the world over her designs and won

"I’VE BEEN a designer all my life.

When I was younger I used to make little wizard models, and I even dabbled with cakes and sugar crafts.

I was always doing something creative.

A lot of my friends were rockers, so I used to paint their leather jackets and things like that, and I got into up-cycling – taking old furniture and repurposing it to sell on.

When I was 24 and pregnant with my son, all I wanted to do was lie down on my stomach. But of course, you’re not allowed to do that.

So I came up with this idea of a big blow up bed with circles you could remove the bigger you grow.

All in the name of comfort.

I approached a company about it but there was so much research that needed to be done to make sure it was safe for unborn babies and mothers, and I didn’t have the money to pursue it.

At the beginning of last year I was messaged by a friend who saw a similar product on YouTube – 20 years after my first design. It was altered and I can’t say for sure it was based on anything I did, but it goes to show.

By 29 I was doing a little bit of property development – but I was quite a poor property developer to be honest.

I designed and patented a press for mosaic tiles. Basically it impregnates the shape of mosaic tiles.

The tiles are so expensive, and I really wanted them. But as a single mum there was no way I could afford it, so I designed the press to get around the problem.

The prototype was funded by the Welsh Development Agency, and I was invited to be part of their launch as a young entrepreneur. I was also involved with the Innovative Network Wales.

My Veggings design came in around 2010 after I was inspired by a strippers thong, and it made me think I could make a waist band out of it – out of that shape. There was also a Ruche in the back.

Veggings are basically leggings with a V-shaped waist band, inspired by the thong. That’s how my leggings brand started, and I managed to get a trademark for the name.

(Sonia Edwards came up with the ‘Veggings’ design - based on a stripper’s thong (Credit: Elliot Edwards Photgraphy))

But in 2014 I was taken to court by the company Sanko after I trademarked the Veggings name under my Cwtchy Cwtchy brand.

Sanko are a Turkish company and they are one of the biggest denim producers in the world. They make Jeggings, and were worried that people would confuse the two.

I had to represent myself against one of the biggest names in fashion production and two years later, I won.

There wasn’t a big pay out – it was the principle. I asked them, can no one use the word ‘leggings’ in that case then?

I produce a lot more under the Veggings brand now, but that’s where it all started. It was a big win for small designers.

It was such a relief. I had everyone telling me that I didn’t know what I was doing, or what I was getting myself in for.

Because I was representing myself the lawyers for Sanko kept trying to get me to settle. They even told me I could use the brand name as long as I didn’t use denim material. But really I just wanted to stand up for myself.

The trademark has expanded to include a lot of other leggings designs.

Since then, the work I’m most proud of has been my infinite combinational bikini top.

Basically it’s a bikini top that can be transformed to lots of different shapes and combinations by the purchaser. The combinations are endless.

My bikini designs were featured on the Diet Coke and Company catwalk in Birmingham’s NEC Clothes Show in 2011 over five days. It was the biggest fashion event in the UK at the time.

I did quite a few little pieces for that show. Both my leggings and bikinis were featured.

That bikini design has been used by others since, which is a huge frustration, and I haven’t been able to sell my design. But I’m so proud of the idea.

I was also published in Draper Magazines in a short piece talking about my work and promoting me to designers.

It is a big magazine to be in as a designer.

One of my leggings designs was a pair of leggings that can be worn before and during pregnancy. The waistband expands with you as you grow.

Since 2013 I’ve been working on Sleevzies – which is a registered trademark of mine. Basically they are my collection of removable sleeves. They featured in Cardiff Fashion Week in 2013, where they were modelled by Gabriella Jukes who was just crowned Miss Wales 2019.

They’re great because they are sustainable. Sleevzies can change any dress just with a small piece of fabric. It’s things like this that fight back against fast fashion and stop so many cheaply-made clothes getting thrown into the landfills.

I’m starting to think that I will never be recognised as a fashion designer in my own right until I win a big legal case. But it’s the costs involved that stop me. So I’m working on getting to grips with the legal side of things now.

I don’t know how these big, fast fashion companies are allowed to get away with it.

Fast fashion is making it really hard for small, hard working designers who also need to be paid for their work.

My work is turning up left right and centre without any recognition or payment. It’s unbelievable who you see wearing your work as a small fashion designer.

I’ve been offered to go to New York and London Fashion Weeks, but I’ve refused. I just don’t see how it can advance you.

I’ve already been found, but people are just taking advantage, in my opinion.

I don’t see a bright future for designers in this world of fast fashion, which is really sad.

For anyone going into the industry, I would say to know what you are getting yourself in for when you put your designs out there in the open. Make sure you have your facts and your timelines, and make sure you can link your work back to yourself.

It can be hard, but it’s what I love. I’ve always been a designer.

You can find my designs and products on my website at www.sleevzies.com. I’m also on Facebook and Instagram -both under the names @ Sleevzies."