AISHA HILLARY-MORGAN, FOUNDER OF HILLS & WEST

Describe yourself to us?

I’m full of energy, working and thinking creatively 100 miles an hour, always purposeful, confident, yet understated and one who always likes to add something unique to an outfit or design.

HOW did it all begin FOR YOUR BRAND?

I founded Hills & West when I was on the search for a high-quality carryall bag that was minimal and would not cost me thousands of dollars. At the time I was working as Head Comms Director for a tech company, travelling between their offices around the world, which meant a lot of going to meetings straight off the plane.

So, I decided to go to Milan to teach myself how to design my own perfect accessory! After 2 weeks at Arsutoria (school of bag design), I was hooked and knew making bags was exactly what I was born to do.

The following year I hiked in the Annapurna region of Nepal and saw that despite their poverty and lack of things, people were incredibly happy. It really made me reflect on my life, especially as I had been so ‘busy’ working and not living in the present. I had lost my passion, even though I was so lucky and fortunate. 

I reflected on the things I love and that make me happy and that is how Hills & West was conceived. The journey to create the ultimate bag/backpack laid down the foundations for the aesthetic and ethos of the brand.

WHO IS HILLS & WEST DESIGNED FOR?

Hills & West is designed for busy modern women and men, who want stylish, practical and premium bags at an attainable price.

In creating my brand, it was important to me that Hills & West be handmade in Australia, my home. I wanted to be part of the process and I found amazing artisans in Sydney who, I am so excited to say, are now part of the Hills & West family.

Each piece is carefully and lovingly crafted using high quality leather, with each void, zip and strap having a purpose. I believe that aesthetics don’t need to be sacrificed in order for something to be high quality, accessible, versatile, durable and timeless – this is the ethos I inject into all of my designs.

Our designs are carefully researched, prototyped and user tested to perfection - they are made to last and be loved across seasons.

FROM THE BEGINNING, WHAT WAS YOUR VISION?

I created a lifestyle accessory label for people who want to be stylish, who like a minimal, classic look and appreciate functionality that makes their lives easier.

From the beginning my mission has been simple - create exceptional pieces, while doing what we love and make people happy along the way. I started with luxury bags and other everyday accessories; however, I have started to move into furnishings and styling of the home. Who knows where to next! 

Whilst Hills & West is in its growth phase, and self-funded, I support this through my boutique comms agency, Digital & Agile, where I also love helping other businesses fulfil their business and brand ambitions.

What is a stand out moment in shaping Hills & West?

The Morgan Collection was my first collection, named after my husband’s namesake as a thank you for his incredible support. It was a small capsule collection that featured my dream carryall ‘The Morgan Backpack’, which is now my bestseller in black and grey. However, it can now be custom made in any colour your heart desires!

This collection shaped my brand ethos and was fuelled by my passion, a bit of sweat, some of my savings and most importantly a no-fear attitude. 

HOW IS YOUR BRAND EVOLVING?

As the Hills & West journey continues, the pieces also develop and evolve. I am so inspired by my customers who use, style and wear my pieces, often in such creative ways that I myself would not have considered (e.g. wearing straps as statement belts). So this was the inspiration behind making my pieces more versatile, custom made, expanding the colour ranges and materials, and offering add-on accessories for our customers.

Four years into the Hills & West journey, along with annual trans-seasonal collections, the brand now also creates 'Made To Order' and 'Styled By You' pieces, understanding that everyone is unique. There is a real love and beauty in creating your own custom bag, personalised, with its own story and Hills & West makes this possible.

Watch this space as my ‘Styled By You’ customisable offering launches in the next few months!

What creative work has you excited right now?

I always love discovering emerging designers, people pushing the boundaries of design, sustainability and collaborating to produce something unique and wonderful. I also love connecting with my customers, sharing their stories, businesses, experiences and how they are fulfilling a dream. 

Creating bespoke pieces excites me so much. A special gift for an anniversary, a dream to see a design realised, a milestone birthday gift to oneself, sitting and creating an one-off piece is really rewarding and thrilling at the same time. Really enjoy sharing the creative process with someone.

I also love architecture – I’ve just been to Palm Springs and I’m very inspirited by the mid-century modern designs and how bright colours are influencing my next collections. As I continue to strengthen my interior design arm with Hills & West Home and Hills & West Renovations, I get to create sanctuaries for people to enjoy and hopefully be inspired everyday.

What excites you about the year ahead?

Hills & West Men’s Collection – I’m about to launch my first, fully dedicated men’s collection this August, involving a backpack, duffle bag, messenger computer bag and accessories, all following the Hills & West values and ethos.

Although, I have to say many of my focus group male counterpart ladies have said they will be using the bags after they have given them as a gift. I love it.

All About the Two-Toned – Although the Lunar Max already introduced the ‘Mix & Match’ concept, I will be introducing more two-toned design options into my statement bags.

In response to the many requests for bespoke custom orders, we have been working on our making process and have decided to start a new ‘Styled by You’ service where clients can create unique, custom pieces based on our existing range. 

A lot of exciting things to come, I’m always exploding with new ideas and opportunities and I can’t wait to see it all come together.

What do you love to do most to relax?

• More regularly – mediate, exercise, play with my fabulously bouncy Boston Terrier Riley, and watch a film or Netflix series.

• When I can – travel and explore new cultures, try different dining experiences and laugh with friends.

What advice do you have for emerging designers?

• Go with your gut, never waiver, things may go wrong but you are following your dream and that is what will make you succeed.

• Ask questions – lots of them. Be courageous enough to ask the tough and sometimes stupid ones… you will more often than not be respected for it.

• Side Hustle - It costs a lot of money and time to start and run a fashion label. Have a side hustle or at least prepare for no return for a couple of years. That is the reality.