When we design, we’re always thinking, what will make this essential? For us, that means designs that can be dressed up or down. Simple but elegant shapes and silhouettes. Solid neutral colours that can be worn together or separately.

We source direct from the companies supplying the best yarns, the same companies who supply some famous and much more expensive brands. Carefully choosing simple quality materials – linen,cotton, wool, cashmere and silk - with the tactility and durability that will make our clothes satisfying to own and wear, from one year to the next.

We take the same approach to production and delivery. Paring it back to the essentials. We only work with factories that produce to the highest standards of craftsmanship. And, thanks to our simple colour palette, and the latest eco-friendly colouration technology (NTXTM CooltransTM), water, energy and dye use are all reduced.

Finally, we sell and ship direct, cutting out the wholesaler, distributors and other middlemen that inflate the prices of so many brands. Bringing you simple high-quality clothes at a fair price that you can enjoy for many years to come.