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Our Story

We're in this for maximum impact.
Getting the basics right for you and for the planet.

Radical change only comes from radical action. And that’s what the fashion industry needs. So we’re changing the system, literally from the bottom up.  Starting with the most disposable items in our wardrobe - underwear. This time creating it to be disposable.
Thing is, we’re tired of slow progress and an industry that continues to do more harm than good whilst waxing lyrical about their latest ‘sustainable’ collection. So we’re taking a stand and we’re starting by getting the basics right. Focusing on the most hard working items in our wardrobes, but the ones that we give least thought to.

How can we expect to make the world a better place if we can’t even get the basics right?


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