3 Looks 3 Ways: Alice Kate Merriman

There are founders, and then there are people who bottle a feeling and build a brand around it. Alice Kate Merriman is the latter.

At 16, she slipped into her first pair of cowboy boots and felt something click — fearless, free, ready. At 23, she left London for Shanghai with a backpack, £1,000, and a sharp eye for detail, learning the realities of production from the ground up. Fast forward to 2025: a little older, just as ballsy, and back to build Duke's Boots properly. 

We asked Alice to style her HART pieces across her hometown, London—from the elegant period townhouses of Primrose Hill to the rebellious, creative energy of Camden. The contrast between them felt intentional. That's very much her point.

The jewels: Custom Charm Necklace – 18" Jane Chain (sliding) with Amor Fati, Cloud Pearl, and Divine Spark Matchstick, Teeny Lapis Gemstone Necklace, Sherbet Pink Necklace Cord (worn as a bracelet) with Shroomy.

What drew you to these particular charms? "I chose the Shroomy Charm because it represents a more mystical, creative side of me that balances the structure of running my own business."

The jewels: Custom Charm Necklace – 18" Jane Chain (sliding) with Amor Fati, Cloud Pearl, and Divine Spark Matchstick, Teeny Lapis Gemstone Necklace, Sherbet Pink Necklace Cord with Shroomy, and Blue Enamel Bezel Drop Earrings.

How would you describe your personal style? "Three words isn't happening. I err on the casual side—the more denim the better (double, triple, why stop). Co-ords are my shortcut to not overthinking it. Then a pair of Duke's Boots does the rest—saying you mean business, without saying a word."

A mantra that influences your style? "Casual, but never careless."The jewels: Custom Charm Necklace – 18" Jane Chain (sliding) with Amor Fati, Cloud Pearl, and Divine Spark Matchstick, Teeny Lapis Gemstone Necklace, Sherbet Pink Necklace Cord with Shroomy, and Blue Enamel Bezel Drop Earrings.

Why London? Why these neighborhoods? "Travel and discovering cities has been a huge inspiration behind Duke's Boots, so bringing HART and Duke's together in my hometown felt like a natural choice. I wanted somewhere that felt unmistakably London, which led me to Primrose Hill and Camden. I've always been drawn to the contrast between them — the elegance of Primrose Hill's period townhouses versus Camden's more rebellious, creative energy."