I knew that sustainability was going to be a key focus for the brand. I was learning more and more about the dark side of the fashion industry – in particular the consequences of 'fast fashion' – and I knew I wanted to create a brand that moved in the opposite way, with all aspects of the business striving to be part of a positive movement to more thoughtful, sustainable fashion.
Where does it come from? Is it made in a fair working environment? What impact does it have on the environment? Being a sustainable clothing brand with strong environmental and ethical values, a lot of thought, research and care goes into selecting the garments we source. Not only is it important that our garments are high quality, it is imperative that they align with our brand values.