In this episode of What’s Your Stori?, James sits down with Ioan Bowen-Pickett, founder of Cambrensis, a Welsh designer menswear brand based in Cardiff. Ioan explains the meaning behind the name (Latin for “of Wales”), the brand’s Welsh miners’ lamp logo inspired by industrial heritage, and his ambition to build the number one fashion house in Wales - after already hosting Wales’s biggest-ever runway show.Ioan shares how his love of menswear began through following Cardiff City and being drawn to timeless Italian brands like Stone Island and CP Company, while distancing himself from football “casual culture.” He traces his early creative journey from designing a new PE kit for his school at 14–15 years old, earning a placement in Nottingham with Player Layer (then UK supplier for Under Armour), and learning clothing production and Illustrator, skills that set him on his current path.He describes starting Cambrensis during COVID through trial and error with no mentoring or financial support, funding the brand by working in a Greek restaurant, and learning production details through costly mistakes. He discusses studying at the University of Westminster in London (influenced by Professor Andrew Groves) and shifting focus from branding and product development to marketing and growth.The conversation also covers Cambrensis’ upcoming invite-only London Fashion Week event at the Welsh Centre, including a collaborative collection, “Genoa,” with menswear author Anthony Rivers that honours Italian heritage in Wales and Welsh Valleys café culture, featuring a fashion film shot in an original Italian café. Ioan highlights the importance of celebrating Welsh culture and language, and talks about targeting Welsh cultural figures to wear the brand.Finally, Ioan reflects on being inspired by his late great-uncle, artist Dewi Bowen, whose Welsh-heritage artwork is used in the brand, and shares exclusive news about a planned mural in Merthyr’s new indoor market honouring Bowen’s work. He closes by sharing where to find Cambrensis online (cambrensis.co.uk and @cambrensis).00:00 Welcome to What’s Your Story + Meet Ioan, founder of Cambrensis00:49 What is Cambrensis? The ‘of Wales’ menswear mission & biggest runway show02:10 Falling in love with menswear: football culture, identity, and Welsh roots03:07 Stone Island, ‘casual culture’ & building a premium brand without the baggage05:44 Naming the brand: Latin ‘Cambrensis’, subtle Welsh identity & the origin story08:59 Authenticity & the miner’s lamp logo: honoring industrial heritage (not politics)10:20 First design break: creating a new school sports kit and getting sent to Nottingham14:29 From COVID hustle to London fashion school: logo grind, sampling fails, and launching18:05 Bootstrapping the Brand: Funding It Yourself & Learning Through Losses20:27 Letting Go: Building a Team Without Losing Control22:15 Next 6 Months: Growth Goals & First London Fashion Week Event22:46 Collab Spotlight: The ‘Genoa’ Collection, Fashion Film & Invite-Only Showcase24:31 Welsh Pride & Cultural Icons: From Gareth Bale to Brand Ambassadors26:56 Big Vision: Becoming Wales’ #1 Fashion House (and Why Wales Needs One)28:24 Creative Inspiration: Honouring His Late Great-Uncle Dewi Bowen’s Art31:05 Exclusive News: New Mural Project in Merthyr’s Indoor Market32:25 Wrap-Up: Event Details, Where to Follow, and Final Goodbyes