To answer it, we have to go back to where we started. I’ve wanted to start a clothing line since I was 16 so this brand has been 9 years in the making. But I had never really gotten around to putting the effort in. During June of the first lockdown, whilst I was in the shower, I noticed the black label on my towel and the KEEP AWAY FROM FIRE in red with the washing symbols underneath. I thought it would look sick on a t-shirt (a lot of my work is based around the concept of inside-out/misplacement). With it being early days of lockdown, I wasn’t working, so I finally had the spare time to put my ideas to work. After some research, I ordered various sampled to invest as much time and money as possible into finding the best possible quality garments. Luckily, this effort paid off and we got to where we are now.
This initial inspiration from the washing symbols on the tag stays with me to this day and I honour it by adding it to most pieces we release. The inside out/misplacement of it just adds so much personality too. It also serves as a reminder to wash cold, being kinder to your clothes and the planet, making them both last longer.
We hope you love our clothes half as much as we like making them. Because we just can't get enough. We've been at this for over a year now and we are getting better day by day. Your support means we are living our dreams so please keep doing what you're doing. Every like, share, interaction or purchase makes our day.