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We’re all friends here, we’ve all got a little drunk with each other and probably seen each other in our pants so we’re cool. We can talk about stuff. Right?

So this eco responsibility thang, it’s pretty cool, yeah? It’s all wholesome, fat free and the right thing to do… and a Goddamn necessary in this day and age.

When we were researching green, organic, eco brands, we saw one thing… it was all too “nice”. Let’s have a big hug and a pat on the back for saving the World. It’s what brands were focusing on as a differentiator. It makes them special. That’s really sweet but that’s not what we’re about.

We make damn good street wear, we hate fast fashion, we also just so happen to choose to use all organic fabrics or reclaimed materials. It’s not a big deal, it’s just what we do. Being responsible is all about standing tall, grabbing your lady balls (yes, I said lady balls) and standing for something. We stand for fucking good clothes that last longer than trends, that are made in England and we just so happen to make them out of organic stuff. Sustainability is a necessity. You can quote me on that.

It’s not the right thing to do, it’s the only thing to do. It’s not a choice, it’s a given.

Just like making everything in England. We do that because it makes so much sense not to ship it out to another country. Why keep it local? Because we want to pay the right price for manufacturing. Yes, it costs more but it keeps someone in a job over here. And we gotta keep this silly little island making stuff because we can’t live on cheap labour forever. It may cost a little more but who wants another £3 T-shirt made by the hands of an eight year old and that quite possibly was made from fabric grown in an area that’s now uninhabitable because of chemicals leaching into the water table? Yummy.

And as for the hate towards fashion? Fashion and trends are just that, there to change and move on. We design for chicks who are smarter than the average bear and can see through the hype of the new jeans that are bang on trend. Oh shoot me now! We design for bad ass, stylish chicks who wear what the hell they want and look smokin’. Not only that but trends are in and out in weeks so what happens to all those old clothes? Unless it was a quality piece, it’s most likely to have fallen to bits now so will eventually end up as land fill. Fashion has become disposable. It’s easier to buy another one instead of repairing it. The days of sewing on a button have gone. It’s a fucking tragedy that clothes are so worn out after two washes that we have to throw them away. Cheap fabric, cheap labour, cheap and disposable fashion.

So… Once we decided on our values (aka the things that pissed us off), the choices were easy.

Style not Fashion
Eco, Sustainable and Responsible
Made in England

And because we’re friends, this is our promise to you. We pinky promise to design and make quality, timeless, bad ass street wear using only organic, reclaimed or recycled fabrics and materials and make them in England.

It’s not difficult, it’s just a little more hard. We’re up for the challenge. Are you?


This post was first published on carolynnealexander.com
We make Eco-engineered Street Wear in England.
Our
First Collection was release only four weeks ago.
Go take a look…