Beiged was founded in 2019 by Shelley Down. The vision was to create neutral, comfortable and simplistic pieces to aid women in their every day lives. She wanted to make getting dressed in the morning easier, with a cohesive and timeless feel that has been woven through all her collections. Steering clear of trends she designs with Form and Function at the forefront of every design, with a predominant feeling that "Less is always more". 

Influenced by her coastal lifestyle Shelley favours quality over quantity and is drawn to effortless, feminine and thoughtful design focusing on textures within a neutral pallet. As a busy mother, traveller, friend and artist she wanted to design a brand that created pieces to transition seamlessly within each facet of her life. A dress to be worn over a bikini to the beach, then paired with some sandals to go out for dinner with friends. Shorts and a shirt to be comfortable in to do the chores and get the kids off to school, but look polished enough to head to a meeting. As a busy women she craved clothes that felt comfortable but looked polished and casual.