The first clothing was simple - a capsule collection of men's shirts and beachwear made of sustainable ramie and hemp. The duo's honest, down-to-earth personalities and sustainable sourcing was refreshing.
In 2002 John took the fledgling brand to the UK.
Today you'll find their collection in over 1,000 shops all over the world. They're proud of who they are, what they do and how they do it. As ever, hard work, determination and luck have helped them innovate. And to evolve as a brand as well as industry innovators.
They're still a small business; with around 20 working at their offices in North London. They all work together as a team to help build and grow a very exciting future.
Creating Thoughtful Clothing alone isn't enough. We value doing the right thing and want to feel good about everything we touch. That means we work ethically. From the fabrics we use, to how we design and make and deliver our garments. We think about every impact our business has. And it's with the greater aim of minimising our environmental footprint.
We're also proud supporters of slow fashion, which is why we design clothing intended to last. We hope the contemporary, easy-to-wear pieces will become your favourites.
The clothes we love wearing most will last longer with good care. Which is why we created our mantra. "Wear me, love me, mend me, pass me on." It's a reminder to look after what we own. Feel free to make this motto yours, too.
Naturally grown bamboo, cotton, wool and hemp are special. They're not only free from harmful pesticides and chemicals, they're often softer, stronger. And they're always far kinder to the environment. (Amazing, right?) That’s why we only use these fabrics to craft our clothing. And we only ever get them from responsible sources.
We proudly embrace the spirit of innovation. And as we expand our collections, we also look to grow the range of sustainable fabrics we use. Two recent additions are tencel and modal. We love these for their sustainability credentials and how good they feel to wear. We'll keep looking for more new fabrics. And when we find them, you’ll be the first to know.