My name is Zachary Roberts. I'm from Hull, Yorkshire.

I've been selling vintage clothing for years and somewhere along the way became obsessed with chainstitch embroidery, first seeing it on old FFA jackets, then tracking down a Cornely A3 machine to learn it myself. The first one I bought turned out to be a scam. The second one works like a dream.

SO CALLED is still finding its feet.

The plan is a collection of one of a kind pieces. Clothing and homeware made in Hull. Lampshades, cushions, stools, jackets. All of it made by hand, most of it on the Cornely.

One of a kind, every time.