The Superette co-founder shares the story behind the new label and her vision for a modern wardrobe shaped by ease, proportion and longevity.

After more than two decades spent buying, curating and building Superette, Rickie Dee has developed an instinct for the pieces women return to again and again. That experience now informs Herbert, the retailer’s newest in-house label.Herbert is grounded in natural fibres, clean construction and an interplay of relaxed and refined silhouettes. Behind its understated aesthetic, however, is a more personal story. Named after the street Dee grew up on, the label looks back to carefree childhood days spent by the ocean, translating that same sense of ease into a wardrobe designed for how women dress now.Ahead of Herbert’s mid-October launch, Dee gives FQ an exclusive first look at the collection and shares the story behind her newest venture.

In conversation with Rickie Dee