Our aim is to sell clothes that last a lifetime. Our sustainability vision is simple - we source the highest gsm 100% cotton or highest percent cotton materials and finish our products with high-quality embroidery. We want our customers to cherish each item we sell, with items holding their value so that if the customer chooses to, they can sell the item on again to another consumer, rather than going in the bin like many items in the industry.

Many of our competitors claim to be 'carbon neutral'. Unfortunately, this is a marketing spin. It is impossible to achieve this goal with the current technology in the fashion industry. Unless governments and big fashion players invest in a circular economy model, like one proposed by Resyntex, a zero carbon industry cannot happen. We support the outcomes of the Resyntex study, which advocate a 50p charge on fashion items to fund a circular economy. This funding will enable many things from research on separating and recycling dyed cotton and polyester, to investing in sustainable raw material extraction. This can only be achieved with the help of the government and larger fashion companies.

In the meantime, we try our best to make every part of our current supply chain as sustainable as possible. Our clothes are made in China from high gsm 100% cotton and finished with high-quality embroidery. Embroidery lasts a lifetime, unlike screen print which can fade and crack over time. The stock is then sent on freight trains to the UK (the most sustainable method of international delivery). Our packaging is minimal, and we like to avoid using excess materials such as tags which will only end up in the bin. Our packaging is recyclable. We pack our parcels into the smallest possible boxes to increase the packing efficiency when on the trucks, trains, and ships that our parcels will enter the global shipping chain on.

Like any company there is room for improvement, we are committed to improving the supply chain of our products, from their source in China, to the delivery to your door. We want to improve the relations to our factory near Beijing with site visits to inspect the sustainability and working conditions coming after the covid-19 pandemic has finished.

We also sell seconds and archive clothing on our outlet page.