Richard Biedul on Choosing British Fashion the Smart Way
WITH RICHARD BIEDUL
only if they're ethical and sustainablE.
Photography, Kirk Truman
Words, Igee Okafor In Conversation with Richard Biedul
VIEW GALLERY
Fashion activism has seen a major resurgence in recent years, with both menswear and womenswear brands being held to higher standards of accountability and sustainability. Consumers are demanding more ethical practices, and at the forefront of this shift is Richard Biedul—former solicitor turned model, artistic director, and one of the most influential voices in London’s menswear scene. Through his social platforms and creative projects, he continuously advocates for sustainability, ensuring fashion is both stylish and responsible.
His latest collaboration with heritage shoemaker Cheaney Shoes is a testament to this philosophy. Inspired by nostalgia, travel, and personal influences, the collection features three versatile styles that seamlessly blend traditional craftsmanship with contemporary design. Biedul’s goal is to highlight the excellence of British manufacturing while ensuring each piece is not just beautiful but practical for everyday wear.
“For me, I want to create beautiful things, but there has to be a synergy between aesthetics and functionality,” Biedul explains. “At the core of that must be ethics, responsibility, and sustainability.” By prioritizing timeless design and quality craftsmanship, he ensures that his work not only meets today’s standards but stands the test of time—reinforcing the idea that fashion should be as conscious as it is stylish.’
Through his eco-conscious partnership with Cheaney Shoes, I had the opportunity to engage Richard in a Zoom call, where we discussed sustainability, ethics, and the impact of consumer choices on the fashion industry.
“As both a consumer and a brand,” he emphasizes, “you can’t be truly sustainable without being ethical and responsible in your decision-making.”
“You can’t be sustainable if you’re not ethical and responsible in your decision making.”
THE LOOK
RICHARD IS WEARING A King & Tuckfield JACKET, A DAKS Rollneck Sweater, AND HIS VINTAGE RING
In an era where the fashion industry is being urged to slow down, reconsider its production cycles, and adopt more responsible practices, launching a new shoe collection might seem like a bold move. But for Richard Biedul, it’s not about adding more productS to an already oversaturated market—it’s about redefining what it means to create with purpose.
A longtime advocate for ethical fashion, Biedul has built a reputation not just for his impeccable personal style but for his commitment to sustainability and craftsmanship. His latest collaboration with British heritage shoemaker Joseph Cheaney & Sons is a reflection of this philosophy—fewer pieces, better quality, and timeless design. The collection is small but intentional, designed to be worn year-round and last for decades, not just seasons. “We should be making less,” he says, “and if we are going to make something, it should be the best in terms of its design process, including its sustainability credentials.”
With just three versatile styles, the collection strips back the excess and focuses on longevity. But beyond the shoes themselves, Biedul sees this project as a way to introduce a new generation to the beauty of British craftsmanship—an audience that values both heritage and modernity. As fashion grapples with the balance between creativity and responsibility, his approach challenges the industry’s status quo, proving that meaningful design doesn’t have to come at the cost of sustainability.
THE LOOK
RICHARD IS WEARING The Vietri Sandals, Cheaney Shoes x Richard Biedul
In an era where the fashion industry is being urged to slow down, reconsider its production cycles, and adopt more responsible practices, launching a new shoe collection might seem like a bold move. But for Richard Biedul, it’s not about adding more productS to an already oversaturated market—it’s about redefining what it means to create with purpose.
A longtime advocate for ethical fashion, RICHARD has built a reputation not just for his impeccable personal style but for his commitment to sustainability and craftsmanship. His latest collaboration with British heritage shoemaker Joseph Cheaney & Sons is a reflection of this philosophy—fewer pieces, better quality, and timeless design. The collection is small but intentional, designed to be worn year-round and last for decades, not just seasons. “We should be making less,” he says, “and if we are going to make something, it should be the best in terms of its design process, including its sustainability credentials.”
With three versatile styles, the collection strips back the excess and focuses on longevity. But beyond the shoes themselves, RICHARD sees this project as a way to introduce a new generation to the beauty of British craftsmanship—an audience that values both heritage and modernity. As fashion grapples with the balance between creativity and responsibility, his approach challenges the industry’s status quo, proving that meaningful design doesn’t have to come at the cost of sustainability.
“If you strip something back just to perform to its best ability, then that is where it really should be.”
THE LOOK
RICHARD IS WEARING A KING & TUCKFIELD Polo Shirt
Let’s face it—we’re still navigating a world where every purchase feels like a bigger decision than it used to. With social and economic uncertainties shaping how we spend, people are thinking harder about where their money goes. So, have men changed the way they shop? According to Richard Biedul, the answer depends on who you ask.
“It’s tough because we all live in our own echo chambers,” he says. “I only really know responsible, sustainable shoppers who buy well-crafted clothing.” But beyond his immediate circle, he’s noticed more men waking up to the idea of conscious consumption—especially when it comes to the concept of price per wear. “I’ve been preaching this for years,” he laughs. “If you buy something well-made for £500, it could last 10 years and give you 1,000 wears. But if you spend £500 on a bunch of lower-quality items, you might only get 100 wears. In the long run, quality always costs less.”
Of course, not everyone has the budget to invest in high-end craftsmanship, and RICHARD acknowledges that reality. “If you can’t buy the best, then shop responsibly—meaning, buy less of the things that do the most damage.” Fast fashion isn’t the enemy, but mindless consumption is. “If you’re buying fast fashion, that’s fine—just buy less and take care of what you own so it lasts longer. And when it’s time to part with it, don’t just toss it in the bin. Recycle it, donate it, extend its life cycle.” his message is simple: sustainability isn’t about perfection; it’s about being more thoughtful. “If you can’t buy better, that’s okay. Just don’t buy twenty white t-shirts that end up in a landfill.”
THE LOOK
RICHARD IS WEARING King & Tuckfield TROUSERS
Lots of people say their clothes are "eco-friendly" or "sustainable," but what does that mean? Richard Biedul, who just made a special shoe collection that's good for the planet, says being truly eco-friendly isn’t just about using the right fabric—it’s about making sure everything is done the right way, from start to finish.
“To be truly eco-friendly, you have to do three things,” he explains. “Be ethical, be responsible, and then, by default, you’ll be sustainable.” Some brands say they make "green" clothes just because they use a certain fabric, but that’s only part of the story. “We have to ask, ‘Where did the fabric come from? Who made it? Were they treated fairly?’” If we don’t know the answers, then it’s not helping the planet—it’s just a nice story.
Real eco-friendly fashion means being honest about everything—where materials come, who makes them, and how they are treated. “If a company can’t explain their entire process, they’re not truly sustainable,” RICHARD says. “If a shirt is made from ‘green’ fabric, but the people making it aren’t treated well, that’s not good for the world.” True sustainability means making sure everyone and everything involved is taken care of—not just the fabric.
“it was about creating the most sustainable shoe we could because it was about making a statement of intent.”
THE LOOK
RICHARD IS WEARING A COS Suit, A JOHN SMEDLEY Rollneck Sweater, AND A MISSOMA NECKLACE
Richard’s shoe collection with Cheaney Shoes is all about honesty and making things that last. “The shoes are made in England, which means the people making them are treated fairly and work in good conditions,” he explains. Unlike many brands that make their products in faraway factories without clear rules, Richard has visited the Cheaney factory himself and knows it’s a great place to work. But making good shoes isn’t just about the workers—it’s also about using materials wisely. “We made sure to use as much leather as possible from each hide so there’s very little waste,” he says. The black high-shine finish they chose helps with that, making every piece of leather count. The shoes also have a special Goodyear welt sole, which means if the bottom wears out, you can replace it instead of throwing the whole shoe away. “If you take care of them, these shoes can last at least ten years—through every season,” Richard says.
Richard also wanted these shoes to work all year round, not just for one season. “When I first talked to Cheaney about this in 2019, no one understood what a ‘seasonless’ collection was,” he laughs. “Now, I see it everywhere, and I kind of want to give myself a pat on the back.” His idea was simple: instead of making shoes that go out of style quickly, he wanted to design something timeless. “Fashion is always telling people to buy more and more, but I wanted to create something that represents what British craftsmanship is all about—well-made, built to last, and useful.”
For Richard, good design isn’t about making more—it’s about making better. He believes clothes and shoes should be ethical, responsible, and sustainable at their core. “Good design means doing less,” he says. “Too many designers make too much, which just encourages people to buy things they don’t need.” But at the same time, he knows fashion is a way to express creativity. “For me, I want to make beautiful things, but they also have to be practical,” he explains. “At the DAY'S END, everything should be made with care—for the people, for the planet, and the person wearing it.”
THE LOOK
RICHARD IS WEARING The Stedman Loafer, Cheaney Shoes x Richard Biedul
Richard Biedul doesn’t call himself a designer, but he knows exactly how to make something special. “I’m a creative director,” he says. “I don’t sketch shoes from scratch, but I create ideas and bring them to life.” For his new shoe collection with Cheaney, he started by collecting old pictures and memories that inspired him. He thought about colors, fabrics, and shapes, then worked with the Cheaney team to pick classic shoe styles and make them even better. “We wanted shoes that could be worn all year, for a long time, and still look great.” After sketching, testing, and tweaking, the final designs were ready.
These shoes aren’t just stylish—they’re made to last. Richard and Cheaney used high-quality black leather and treated it so they could use as much of each hide as possible, reducing waste. “Normally, shoemakers throw away parts of the leather, but we made sure to use the whole thing,” he explains. They also used a special type of sole called a Goodyear welt, which means the shoes can be repaired instead thrown away. “If you take care of them, they’ll last over ten years!” The idea was simple: buy one great pair instead of many cheap ones.
Each shoe is named after someone or somewhere important to Richard. The Stedman is named after his grandfather, who wore the same type of farm shoe every day. The Vietri sandal is inspired by a small town in Italy where men wore sandals all year, even in winter. The Isaac Derby is named after a friend who wore his Derby shoes everywhere, from work to parties. The campaign for the collection, called The Commute, shows a man wearing the shoes while going about his day—riding the bus, walking, reading, just like everyone else. “These aren’t fantasy shoes,” Richard says. “They’re real shoes, made for real life.”
THE LOOK
RICHARD IS WEARING A COS SUIT, A JOHN SMEDLEY Rollneck Sweater, and A MISSOMA Necklace
Before Richard worked in fashion, he was a lawyer, but even then, he always loved well-made clothes. His grandfather inspired him with his classic British style—suits from Savile Row, shoes from Northampton, and shirts from Jermyn Street. “Because of him, I was fascinated by craftsmanship and heritage, especially British craftsmanship,” Richard says. But his dad saw clothing differently. As an engineer, he believed everything should be practical and have a purpose. “So I grew up with two very different views—one about beauty, one about function—and I think I sit right in the middle, which is great.”
When Richard started buying suits and shoes for himself, he wanted British-made pieces that reflected his heritage. But he quickly realized that Savile Row tailoring was out of his budget, so he found other British brands that still offered great quality. “I always liked looking sharp—shirt, tie, nice suit. I wore a lot of Paul Smith and Vivienne Westwood. It was a little too bold for most lawyers, but I loved it. It represented who I was, and that’s what fashion should be. Clothes should make you feel great.”
Now, people know Richard as a model, but he’s much more than that. “I’m grateful for everything modeling has taught me—about design, marketing, and working with amazing creatives.” But over time, he wanted to do more than be in front of the camera. “I love creating beautiful things—imagery, products—so now I call myself a model, artistic director, and creative director, depending on the day.” He’s also careful about the work he chooses. “I don’t say yes to everything just because there’s money involved. I think about the brand, the message, and the people who trust my opinion. If I have influence, I want to use it for something good.”
Editor’s Note: this transcript has been edited for brevity.
ART DIRECTION IGEE OKAFOR
PHOTOGRAPHY KIRK TRUMAN
STYLING RICHARD BIEDUL
