Base Fashion started their tailoring shop in 1910, started by Morris Granditer, a newly-arrived immigrant. He started by selling menswear and growing quickly after the wars as a business clothing the East Enders and movie stars. In 1992, Base started to move in the direction of the store it is today by adding boy’s clothing to their collection. When the girl’s collection was added in 2010, Base stopped with their adult clothing altogether in 2012. Today, they curate collections of childrenswear until the age of 16. They pride themselves on a good customer experience, thus curating their clothes with care and delivering the orders quickly. In addition, it is possible to email their customer service or use the live chat function on their website. In 2016, Base Fashion won the Best Independent Multichannel Operator award at the Drapers Independents Awards, a recognition for their efforts. It is possible for people to join their affiliate programme, where they can test out the products and promote them in return for a small commission per sale.
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