The team behind a successful Newcastle media agency have launched a new adventure-based business selling their own outdoor clothing designs.
Angela Carrington and Jeanette Doherty run The Bigger Picture agency in the city but also have a deep-seated love for the outdoors, prompting them to focus on a second venture.
The pair have formed Elevation North Ltd which will trade as lifestyle retailer el.North in Canongate, Jedburgh, from this weekend, selling its own range of outdoor apparel, emblazoned with its signature el.North branding.
A recurring design is called ‘Three Hills’, based on the Eildon Hills, a 350-million-year-old volcanic range with a three-peak outline, which will be used on a variety of clothing and fashion accessories including T-shirts and beanies.
Growing up in Papua New Guinea, Ms Doherty’s childhood was full of adventure and exploration, which has seen her mountaineering and mountain biking all her life. A keen kayaker and walker, Ms Carrington has also explored the Himalayas and climbed many of the UK’s major peaks.
She said: “We couldn’t think of a better location for our new business. As well as us both having family connections nearby, the countryside around the borders has everything from big open spaces, forestry trails and hills to climb to cycle routes for all abilities. It’s a haven for the outdoor lover and we want Elevation North to represent the area and the lifestyle associated with it.
Ms Doherty added: “We’re definitely not just another outdoor shop selling technical clothing, we’re here to promote a lifestyle aimed at anyone who loves the great outdoors.
“People who enjoy feeling at one with nature will really get our ethos and what we’re doing here. It’s about engaging with the beautiful countryside right here on our doorstep and building up a community of people who enjoy being outside, whether that’s walking, hiking mountaineering canoeing, wild swimming or cycling.”
el.North is based in the former Black Bull pub, which was built in the early 1700s and has served the community as a newsagent, a toy shop and a general store before being completely restored and redesigned by the Elevation North team.
Many of the building’s original features including a walled-up fireplace and bar accessories have been found and preserved bringing new life and interest to the shop.
As well as the retail part of the store, el.North has a take-out coffee bar with a 'graffiti wall' where visitors are encouraged to video their own personal stories of the great outdoors to educate and motivate others.
Ms Carrington added: “Everyone has a tale to tell, and we want our customers to share their ‘après adventure’ stories so that they can relive their experiences through our brand and social media channels. Our tag line is “#go higher #go further” and we believe that everyone has the ability and right to elevate themselves physically, spiritually and mentally by encompassing our beautiful countryside into their own lifestyle.”
