Our Mission
To create high quality, versatile wardrobe pieces, that through conscious choices minimises our environmental impact. Through responsible sourcing and production methods, combined with ethical practices and community-focussed partnerships, our goal is to give more back to the planet and its people than we take.
Crafting clothing, responsibly.
buy less, buy better
There's no such thing as eco-friendly fashion.
By it's nature the clothing industry doesn't have a positive impact onto the environment so we are reluctant to say 'eco-friendly' to describe what we're trying to do.
We choose materials and processes that minimise our impact, and we do things to give back to the planet, such as planting trees but it would be false to say buying loads of clothes is planet-friendly.
Ultimately, when you consume materials it will have an environmental and social impact.
Our goal is to minimise that impact on the planet and to craft pieces that can sit across your wardrobe and be styled again and again, meaning you need to buy less and so consume less and create less impact onto planet Earth.
Buy Less, Embrace Slow Fashion.
We embrace the principles of slow fashion by creating versatile, high-quality pieces designed to maximise value and re-wear.
In contrast to the fast-fashion industry's trend-driven, disposable approach (which has led to 35% less usage per garment in the last 15 years) our timeless everyday designs are made to be worn and cherished for years.
This philosophy reduces consumption and waste, addressing the significant increase in discarded garments and promoting sustainable fashion choices.
We also don't believe in making huge profits - by not chasing trends, we don't need to price-high to cover markdown costs. We ensure we offer these high quality materials at a fair price from the off.
Buy Better
We want to make better product so our suppliers use high-quality materials and weights, and production processes to ensure the product we create lasts (when you take care of it properly).
Small details like twin-stitching at key seams such as armholes, cuffs and hems that we do across the range give them extra durability to ensure they last.
And differences in approach such as crafting a netural colour (our Natural Cotton) that bypasses the need to dye contributes to ways we can make our product better.
