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.
crafting responsibly for the planet
Versatile and High Quality Design
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 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.
Lower impact materials
Our commitment to using certified organic cotton significantly reduces our environmental footprint. Our supplier gets their cotton fully certified by GOTS.
We source this despite the cost; organic cotton is considered the gold-standard of cotton and only around 1% of all cotton is certified organic. This eco-friendly material lowers water consumption by around 90% and eliminates the use of harmful chemicals.
Additionally, the pure organic cotton in our yarns simplifies recycling processes and prevents the release of microplastics, which are commonly found in cotton-elastane or cotton-polyester blends.
By choosing pure organic cotton, we contribute to a healthier planet and promote sustainable fashion practices.
Chemical Reduction and Effective Management
We prioritise chemical safety with OEKO-TEX Standard 100 certification, ensuring our garments are free from harmful substances.
Our suppliers are dedicated to environmentally responsible practices, treating all fabric dyes through advanced effluent treatment plants. This process not only returns clean water to ecosystems but also repurposes removed chemicals as a fuel source for local communities.
And remember, our Natural Cotton is just that - undyed and natural further minimising energy usage and impact.
This comprehensive approach minimizes environmental impact and supports sustainable living in local communities.
Harmless Printing Ink
Our use of OEKO-TEX ECO-PASSPORT-approved, water-based printing ink (NeoPigment) underscores our dedication to environmentally friendly practices. This certification guarantees that our inks are free from harmful chemicals, reducing the environmental impact of our printing processes.
By choosing harmless printing inks, we ensure that our products are safe for both the planet and our customers, upholding the highest standards of sustainability.
This is why it is so important to follow our washcare advice to ensure your garment keeps looking its best.
Animal Protection
Our vegan-approved garments reflect our commitment to animal welfare.
By avoiding the use of animal-derived materials, we ensure that our products are cruelty-free and environmentally friendly. This approach aligns with our ethical principles and supports a fashion industry that respects and protects all living beings.
Our jersey supplier gets these certified by PETA.
Made to Order
Our made-to-order model addresses the massive waste generated by over-production in the fashion industry.
Nearly 100 million tons of unwanted garments are discarded or burned each year.
We finish our garments in UK, meaning anything we don't need can be resold to others for use in different ways without risking waste.
And because we don't produce huge quantities we don't need to put it out at a high margin, only to reduce end-of-line stock when it's 'off-trend'. Our model can give you a great price from the moment we launch our ranges.
Reforestation with Carma
Through our partnership with Carma.Earth, we actively contribute to global reforestation efforts by planting two trees for every item sold.
This initiative not only offsets our carbon footprint -we believe it is actually net-positive- but also helps restore vital ecosystems, combat climate change, and support biodiversity.
Our reforestation efforts demonstrate our commitment to giving back to the planet and fostering a greener future for all.
Working with Carma we intend to provide detailed tracking on the delivery of our reforestation progress quarterly.
Carbon-Neutral, Recyclable Packaging
Our packaging solutions are designed with the environment in mind. We don't waste materials on branding these bags, nor adding additional packaging to your order.
We simply use sugar cane-derived packaging that is fully recyclable and carbon neutral, thanks to the CO2 absorption during the growing process. This innovative approach reduces our environmental impact and promotes a circular economy, ensuring that our packaging is as sustainable as the products it contains.
Final-Mile Delivery Offset
We offset the carbon emissions of our final-mile deliveries through dedicated off-setting programs in conjunction with Shopify Planet.
This ensures that the environmental impact of delivering our products to your doorstep is neutralised. By committing to carbon-neutral delivery, we take further responsibility for our emissions and contribute to global efforts to mitigate climate change, providing a sustainable shopping experience.
Minimising end-of-life waste
For samples that simply don't work out, or returns that can't be resold, we donate these to our local charity, Mustard Tree, and we encourage you to do so also.
Mustard Tree combats poverty and prevents homelessness through donations, education, training and community support. We're so grateful to be able to contribute in our small way to their mission.
This gives all our product a life beyond a landfill.
