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Former Bury St Edmunds bar manager turned clothes designer Danny Johnson 'overwhelmed' by success of Detours London brand




A former Bury St Edmunds bar manager who launched his own clothing brand says he has been ‘overwhelmed’ by the response to his designs.

Danny Johnson, from Ixworth, created Detours London for people ‘choosing to take the path less walked on’ and offers a street urban style with a splash of colour.

The 31-year-old named the brand, which relaunched in January after debuting last June, after Sheryl Crow's album Detours which spoke to him while he was going through a difficult time as he struggled to express his individuality.

Danny Johnson with models JT Livingston, Jess Harrington and Dee at Bury St Edmunds skatepark during a photo shoot. Picture: Mecha Morton
Danny Johnson with models JT Livingston, Jess Harrington and Dee at Bury St Edmunds skatepark during a photo shoot. Picture: Mecha Morton

He said: “It’s about having to go on these paths in your life to get to where you need to be.

“It really helped me and I decided to look into starting my own brand.

“There was always this voice (in my head) ‘you’re not going to do it, no-one’s going to care, you’re just a boy from Bury’ but I thought I’m going to give it a go and have fun along the way.”

Danny Johnson with model Jess Harrington. Picture: Mecha Morton
Danny Johnson with model Jess Harrington. Picture: Mecha Morton

He uses models from Bury St Edmunds and held a photo shoot at the town’s skatepark on Saturday.

His clothing range includes rose dust and desert sand hoodies, an acid wash t-shirt and Detours face masks.

Danny, who was manager at Wingspan Bar at The Angel Hotel in Bury and now works as an admin assistant at Psycle gym in London, said although he didn’t have any formal training, he has always been creative and ‘likes to think outside the box’.

“I try to do something a bit different so I’m not in the sea of everything that looks the same,” he said.

Model JT Livingston with one of the Detours face masks. Picture: Mecha Morton
Model JT Livingston with one of the Detours face masks. Picture: Mecha Morton

The former Thurston Community College student also uses ‘real people’ from everyday life including his friends to model the clothing to inspire others.

Having debuted last year, he relaunched in January and works with a manufacturing company in Cambridge.

“It’s been really good,” Danny said. “Kind of an overwhelming surprise - I didn’t think it would do as well as it has."

Model JT Livingston with Danny Johnson. Picture: Mecha Morton
Model JT Livingston with Danny Johnson. Picture: Mecha Morton

On the product range, he added: “So far I’ve started slow because last year I went a bit crazy and did everything. I’ve scaled it back and done my hoodies and they’ve done really well.”

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