In a world dominated by fast fashion and consumerism, we’ve slowed things down and focussed on creating quality, sustainable and timeless products.

We reject disposable and season trends, instead focus on classics that look great, but are also packed with performance features, saving you time while looking after the planet.

Sustainability and transparency is at the forefront of our brand values rather than margin and profit.


For decades, the world has tolerated excess and carelessness and it’s only now we are starting to realise the damage we have caused.

Our products are engineered to stop stripping the planet's resources and cause as little damage as possible, both in the production of the product but also the life of them through wear and washing.

Alongside developing products that are as sustainable as possible, we are proud to partner with One Tree Planted, a non-profit dedicated to global reforestation. Our commitment to One Tree Planted is to try and offset our carbon footprint by donating 3% of our annual profit or plant 1 tree per shirt sold (whichever the greatest).



Retail has changed dramatically over recent years and our pricing model represents this by offering you the very best shirt you will own for a fraction of the normal retail price.

We have cut out the retailers, agents, middlemen, flash sponsorship and advertising and only charged you for the cost of the goods, the packaging, shipping, duty and tax and our cut to continue making more shirts.

By cutting all of the things that don’t have anything to do with the product, we can cut the price of our merino shirts by nearly 50%.