London Calling
How two OU graduates found their brand, Folded, through transformation
When The University of Oklahoma graduates Bell Johnson and Brynlie Grantland first landed in London during a summer study abroad trip, they didn’t expect that it would become the birthplace of their fashion brand. What began as a shared love for fashion and all things editorial has evolved into Folded, a brand transforming vintage magazines into handcrafted clutch bags.
Now graduate students in London, the two OU alumnae are building a business inspired by fashion history and print culture.
From Norman to London
For Johnson, who grew up in Norman, her first insight into fashion came from her family, specifically her grandmother. “She always had such a strong sense of style,” Johnson says. Another major influence was her older sister, who attended Parsons School of Design in New York City for fashion communications. Watching her sister pursue a career in fashion helped Johnson imagine a similar path for herself.
“I always looked up to her,” Johnson says. “Seeing her in that world made me realize that I wanted to do something like that too.”
Meanwhile, Grantland, who grew up in Dallas, had long been drawn to creativity and design. “As a kid I always thought I would be a designer,” she says. “I was always interested in art, constantly drawing and painting.”
While at OU, Grantland became involved with The Campus Edit, the university’s first student-led fashion magazine, founded in 2024. The experience solidified her confidence that a career in fashion was within reach.
“Working on The Campus Edit showed me I was on the right career path,” she says. “It allowed me to see that there was a real possibility of working in the fashion industry.”
Johnson and Grantland met during a study abroad program through Gaylord College called British Media Studies. The program brings students to London during the summer semester to visit major media outlets and learn about international media culture firsthand.
“The second I landed in London, I felt like I needed to be here. I fell in love with it.” Johnson says.
The experience opened their eyes to the global scale of fashion and media. By the end of the trip, both knew they wanted to return for graduate school. Johnson began researching programs and eventually applied to the University of the Arts London, where she enrolled in the MA Strategic Fashion Marketing program beginning in September. Grantland, equally determined to continue studying fashion, applied to the Vogue College of Fashion’s MA in Entrepreneurship in Fashion and Creative Industries.
“I don’t think I had a second thought,” Grantland says about moving to London.
Today, the two are roommates in addition to being business partners in fashion school.
The Birth of the Brand
The idea for Folded emerged in an unexpected way as the roommates were playing MASH, the paper-and-pencil fortune-telling game many people may recall from childhood. As they played, Johnson jokingly proposed a condition.
“I said, ‘If it tells us we’re going to be business partners, then we should,’” Johnson recalls.
Sure enough, the game predicted exactly that. While the moment was lighthearted, it sparked a real conversation. “I was really set on doing some type of creative agency service while we were here,” Grantland says. “Something like creative consulting or social media consulting.”
Both students wanted to take full advantage of their time in London by gaining hands-on experience in fashion beyond the classroom. Grantland describes their partnership as naturally balanced. “I love coming up with ideas,” she says. “Bell is really good at figuring out how those ideas can actually happen.”
The concept for Folded began with a vintage fashion accessory. While reading a British Vogue article, Grantland came across a magazine clutch bag created from vintage magazine covers that became popular in the 1970s. Instantly captivated, she began researching where she could find one.
“They’re really difficult to find,” she says. “Most of them are only available on resale sites and they’re extremely expensive.”
Grantland quickly fell in love with the concept and decided to create one herself. The idea evolved from there. If vintage magazines could be turned into statement accessories, why not build a brand around it?
The brand name came from the product itself—with the clutches resembling a folded magazine, Johnson and Grantland began brainstorming names inspired by editorial culture and the physical nature of print media. Eventually, one word stood out: Folded. The name reflects both the structure of the bag and the brand creators’ love for editorial fashion.
“I want to keep the brand as ‘print fashion’ as possible,” Grantland says, emphasizing the importance of editorial history within the fashion industry, as it’s often a lost art in today’s digital landscape.
When launching the brand, Grantland designed the logo and created its Instagram presence early on. “Social media is the easiest way to reach Gen Z quickly,” she says. “So starting on social media felt like a no-brainer.”
Each Folded bag is created using vintage magazines and secondhand materials.The designers intentionally source the bags themselves from secondhand platforms before transforming them into clutches. Every bag differs in shape, clasp and color, meaning no two pieces are identical.
For the founders, the vintage aspect is essential to the brand’s identity. It reinforces the sustainability of the product while also celebrating fashion’s print history. Grantland even transported a suitcase filled with magazines across the Atlantic to fuel the brand.
“When I visited Dallas for the holidays, I brought a whole checked bag of Vogue magazines back to London,” she says.
One of the advantages of building Folded in London has been access to an enthusiastic creative community. “Starting our brand now, we’re very fortunate to be surrounded by people equally interested in fashion,” Grantland says. “Especially print fashion.”
Classmates have become collaborators, helping with photoshoots, styling and promotion. During London Fashion Week, one of Grantland’s classmates organized an event called Rouge Runway, which highlights emerging designers in the city. Folded was featured in the show, with about a dozen models walking the runway carrying the brand’s clutches. The experience gave Johnson and Grantland an opportunity to experiment with creative direction, from selecting models to styling outfits that complemented the bags.
What’s next for Folded
Folded bags are created individually for customers, allowing each piece to feel personal and unique, but the founders are already thinking about expanding their concept. They hope to begin launching themed collections while maintaining the brand’s custom nature. Ideas include seasonal releases, bridal collections and editions made entirely from French fashion magazines.
In the long term, the founders hope to see Folded in boutiques, including back in Oklahoma. They even envision designs tailored to regional culture, such as bags made from iconic magazine covers connected to Oklahoma history or styles perfect for college football game days.
“The nice thing about Folded is you can tailor it to anything,” Johnson says. After graduating in September 2026, both founders plan to continue developing the brand while beginning full-time careers in London’s fashion industry.
Despite launching their brand in London, both founders recognize their education at OU’s Gaylord College as having prepared them for success. They credit the school’s curriculum and professors, with an emphasis on the real-world experiences offered within the college. As advertising majors, Johnson and Grantland learned the strategic and creative thinking needed to launch a brand. The British Media Studies program also played a key role in shaping their global perspective.
“Traveling to London really opened our eyes to what’s possible beyond Oklahoma,” Johnson says.
For students back home who dream of working in fashion, Johnson and Grantland emphasize the importance of connection and curiosity.
“Be kind to everyone, because you never know who you’re going to meet,” Grantland says. “Go to every event, go to everything, do it all. People say you can’t do it all, but you can.”
For two Oklahoma graduates building a fashion brand thousands of miles from home, that mindset has already taken them far … and Folded may just be the beginning.
