We are not going to call ourselves green

We make synthetic clothing in Asia and ship it across Europe. There is a version of this page that leans on words like eco-friendly, conscious and sustainable, and it would be easy to write. It would also be unverifiable, and the outdoor industry has produced enough of that.

So this page does something less impressive and more useful. It says what is actually true today, what is in progress, and what we deliberately are not claiming.

True today

  • A deliberately small range

    Twenty-seven pieces, produced in small runs. The most reliable way for a clothing brand to reduce its impact is to make less, and that is a decision about the range rather than a claim about a fabric.

  • Built to be maintained

    Every product page carries full care instructions, and we explain how to re-proof a shell rather than letting you assume a jacket that wets out is finished. Most technical shells are replaced while still working.

    Care instructions 

  • Country of manufacture, published

    Named on every product page rather than buried in a footer. You are entitled to know where a garment was made before you buy it, whatever conclusion you draw from it.

    How we build 

  • Sizing that reduces returns

    Returns are the quiet emissions problem in online clothing. Published fits, a real size guide and answering sizing questions before you order is the least glamorous lever we have and one of the most effective.

    Size & fit guide 
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In progress

Recycled and lower-impact materials

We are working through the range fabric by fabric to move to recycled inputs where the performance holds up. We are not publishing a percentage until we can evidence it per garment, because a headline number that averages across a range tells you almost nothing about the piece in your hands.

When it is on a product page with a figure attached, it is real.

Water repellency chemistry

DWR finishes are the part of technical outerwear with the worst environmental history. The industry is moving away from long-chain fluorochemistry and the regulation is moving faster than the industry.

We will state the chemistry per product once we can do it accurately for every piece rather than selectively for the flattering ones.

Supply chain transparency

We name the country of manufacture today. Naming factories, and publishing the audits behind them, is the next step and is not something we can honestly claim yet.

Packaging

Reducing single-use plastic in transit and retail packaging is in progress. Polybags protect garments through shipping and removing them naively increases damage and therefore returns, so this needs solving properly rather than quickly.

For the avoidance of doubt

What we are not claiming

We are not carbon neutral, we are not net zero, and we do not offset. We are not certified organic. We are not B-Corp certified. We do not describe anything we make as eco-friendly, green, or 100% sustainable, and we are not going to start.

Every one of those is a specific term with a specific evidentiary bar. Using them loosely is how the category ended up in a position where nobody believes any of it. If we reach one of those bars, this page will say so with the certificate attached — and until then it will keep saying this.

Hold us to it

If something on this page is out of date or something on a product page does not add up, tell us. We would rather correct it than be caught.

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