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As the daughter of one of motorsport's most famous figures, maybe it should come as no surprise that Zoe Jordan isn't interested in languishing in the slow lane. When we meet over mugs of builders' brew at possibly the most humble café in all of Mayfair, the jet-setting entrepreneur admits she isn't endowed with great reserves of patience. "I hate waiting at the airport," she reveals by way of example. "I'm literally not happy unless I'm running for a plane!"

Although she looks glossy and fresh outfitted in her own fashion label Irwin & Jordan, Zoe assures me that the current collection - called Duck Soup - is for former tomboys like herself who are too busy to spend hours in front of a mirror. "'Duck soup' in the States means kind of 'piece of cake', it's slang," she explains. "In the collection you've got your jersey, your silks; it's kind of that throw-on glamour - a piece of cake."

Already this morning she's had a kick-boxing session and embarked on filing her own VAT returns. "You could hand it over but I just feel I should be keeping an eye on things. I enjoy everything else, but you have to do the things you don't enjoy as well." Her hardworking, honest approach informs her label's vision, which she says suits "confident women, people who don't shout or vie for attention". Fans include Sienna Miller, Alexa Chung and Poppy Delevigne.

Having spent her formative years on the road following her father, former F1 team owner Eddie Jordan, Zoe entered fashion by a circuitous route. She channelled natural abilities in maths and design into architecture at university. "I just thought I'd put those two together and do something academic that's also creative." It wasn't long, however, before she realised that the delayed gratification inherent in architecture wasn't for her. She switched to business, and when her studies were finished she threw herself into international banking.

"I liked the immediate reward," she says. "That's why I was a good trader." Shifting bonds and then equities for HSBC and Credit Suisse suited her need for speed. "I loved it. When you're trading there's lots of adrenaline. But I couldn't let my years get lost. After a while you're not really building or creating anything. I felt that I had a bit more to do."

Turning her back on Wall Street and Canary Wharf, she immediately set about building a fashion brand with her friend Georgia Irwin. The pair set up a studio in Kensal Town, and the pieces in the Duck Soup range - their second collection -were named after local landmarks. "What inspires us is London girls and London life. We worked up in Conlan Street near the Trellick, and would go down for our falafel on Golbourne Road at lunchtime. That area of London is just still very bright and colourful and inspiring." Creations like the Walmer blouse, Trellick trousers and Cobden skirt reflect a devotion to the area and a cheeky sense of humour. "You can't take this fashion stuff too seriously!" she exclaims.

While a brain for business and affection for forward motion might have come from her dad, Zoe's mum is a strong influence on her style. Together the Jordan women are the antithesis of the WAG aesthetic, preferring originality and pragmatism to overt trends and showiness. "My mum's very stylish, very cool. She's got that incredible knack to chuck anything on and it looks good," says the designer, who is herself a master of the art of relaxed glamour.

The eldest of four, Zoe developed her easy-going attitude towards fashion from a young age. "When we were really young, my dad was in motor racing so we used to travel around in a caravan round Europe. I was about one or two, playing with ants, being looked after by the mechanics. My parents went to a big ball in Monaco and Mum went in a dress she bought in Oxfam and showered in the sea. I wouldn't say she's bohemian but she's very Irish and down to earth."

In spite of her Irish heritage and global lifestyle, Zoe is firmly rooted in west London, where she's in the process of renovating her home in All Saints Road. She has a long list of favourite local haunts, including the boutiques of Ledbury Road, the Walmer Castle, Ottolenghi "for a treat", the Cobden Club, Portobello for vintage pieces, The Coronet and The Cow for Guinness and oysters.

"I love London absolutely. Whenever I go I always look forward to coming back," she says. "Same with the label, it's got that classical, traditional side and then it's got that edgy side which is quite pioneering as well. It just nice to mix those two."

Once we've consumed our tea, Zoe sums up the direction of the label. "I'd like these pieces to be worn forever, rather than this kind of buy-something-chuck-it-out-next-week concept. I think that this girl that we started with in mind is someone who kind of stands out but with a bit of dignity." And with that, the down-to-earth fashionista fishes coins out of her efficiently small, understatedly stylish clutch to help cover our £3 bill.

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