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East Sussex is a beautiful part of the world. I’ve lived in Hastings since 2006 but it can still feel like I’m on holiday, especially when I'm playing with my dog on the beach.

I got a graphics degree at Maidstone College of Art, then a design job in Covent Garden. I lived and worked in London for the next 22 years but not long after housesitting for friends in Guestling I found a place in Hastings Old Town and later in Clive Vale.

Inspired by local landmarks – notably Marine Court in St Leonards-on-Sea, Bexhill’s De La Warr Pavilion and Eastbourne Bandstand – I started the Helium Badger range in the summer of 2015.

Hastings is home to the largest beach-launched fishing fleet in Europe. The boats on the Stade, the tall, tarred net shops that dominate Rock-a-Nore and, of course, the ever-present herring gulls all give Hastings a unique feel. I try to include at least one herring gull in each design if possible, as well as the occasional black backed gull, oystercatcher or dogfish. And plenty of dogs, of course.

Guy Callaby