BAIRD is an independent clothing brand founded by designer Rosie Baird.

Built on culture, curiosity, and a healthy spot of humour, BAIRD is a space to explore ideas through clothing. Every piece is made on a small scale, with care, attention, and a belief that what we wear can carry stories.

BAIRD exists somewhere between romance and reality.

It is inspired by Scotland- not just the Scotland we know, but the Scotland we sell. The postcards, the souvenirs, the tartan tat, the tourist shops, the folklore, the lucky charms, the nostalgia and the myths. The beautiful parts, the ridiculous parts, and the blurry space where they meet.

The brand explores what Scottish identity means today through a female lens. Softness and strength. Heritage and self-definition. The search for belonging. The stories we inherit and the ones we choose to tell ourselves.

Natural materials, local production, and upcycling sit at the heart of the process. BAIRD works slowly and intentionally, creating clothing that values craftsmanship, longevity, and emotional connection over constant consumption.

Luck is a recurring thread throughout the brand. The BAIRD logo is inspired by the traditional grouse foot charm, often given to travellers as a token of good fortune. A decorated grouse foot was traditionally gifted to a loved one before a journey- a promise that no matter how far you roam, you’ll find your way back. Clothing as talismans. Pieces for leaving, longing, returning, and becoming.

The debut collection, Honey, I’m Home!, explores the gap between the Scotland we market and the Scotland we experience. It asks whether nostalgia matters if the version we long for never really existed. Whether hope is useful even when it’s built on stories. Whether looking good is less about how others see you and more about how you feel when you catch your own reflection.

BAIRD is ultimately a vehicle for storytelling- for celebrating the strange, romantic, funny and complicated things that shape who we are.

A huge thank you to my partner, whose photography, sourcing expertise, and endless patience have helped bring BAIRD to life. To deepfriedprops for all the expert support. And to all our friends and family, thank you for the encouragement, belief, and support that makes this possible.

Rosie xo