Our Story

Dig For Victory begun when designer Eleanor Callaghan began making dresses for herself to wear while performing in twee-pop band The Bobby McGee's. Selling the clothes through friends and a few local shops, the feedback and demand from customers grew in popularity with customers such as MIA and Bat For Lashes.

Ten years on and the online sales have expanded the brand from a personal labour of love to a thriving independent business, employing a small team of sewers. With dresses being custom made in Brighton and shipped all over the world.

Realising the dream to open a real life shop, in 2012 Eleanor moved in to the Dig For Victory! boutique in Brighton, England. From here we can offer a unique shopping experience for our customers. Alongside the off-the-peg dresses the customer is able to see the studio where some of the dresses are made, select from the huge collection of vintage fabrics and get measured in person for a custom fit.

We have tried as much as possible to recreate the personal and creative experience in our Website, so that you can also enjoy a little of what the visitors to our bricks and mortar shop do. So as well as selecting your favourite dress style from our online boutique, you can browse through our fabric cupboard and have a dress custom made to reflect your own unique style.