Made kindly. For you, and the ground it grew in.
We took things out of the garment, and the same thinking runs through everything else. Less dye, less plastic, less waste, made by a local team paid fairly.
This is the long version. Plain, checkable, and true today. We update it as we learn.
It starts with the cotton
MaterialEverything begins with the fibre. Our cotton is GOTS certified organic, grown without harsh chemicals, then left the colour it comes in. That soft, natural, undyed shade has a name. It is called greige.
Because we never dye it, no dye runs off into water. Because it is grown organic, the fibre carries nothing extra into your day, or onto your skin.
The cotton is chemical free. That is the whole point of leaving it undyed and unbleached.
A few styles need a little give, so they use about five percent elastane for stretch and recovery. Where we use it, we name it on the label. Everything else is pure cotton, and nothing is hidden.
What we do
PlainlyPlain on top. Open any line for the detail underneath.
GOTS is the Global Organic Textile Standard. It follows the cotton from the field through spinning and stitching, checking the organic growing and the water and social rules at every step. No genetically modified seed, no harsh defoliants.
Skipping dye removes the single most water heavy step in finishing a garment. No dye bath means no coloured effluent, and none of the fixing agents or salts you would otherwise have to treat before the water leaves.
A few styles use about five percent elastane so bands and cuffs keep their shape. It is printed on the care label so you always know. Everything without stretch is pure cotton.
Mailers, tags and inserts are paper. No polybags, no plastic tape. The paper is recyclable and we keep the printing light so it stays that way.
The whole make happens in one Tiruppur unit, end to end, so we can watch how the work is done and stand behind it rather than trace it through a chain of hands we never meet.
The people who make it are paid a fair wage, on time. Kind to the land only counts if it is also kind to the hands. For us the two are the same promise.
We cut to order where volumes allow, so we hold less dead stock. Offcuts are collected and reused rather than binned. Less made for landfill, more made for people.
TUV SUD is an independent testing house. The fabric is checked there so what we say about it can be verified, not just asserted. If a claim cannot survive a lab, it does not go on this page.
Made by hand, close to home
PeopleEvery garment is cut and sewn in Tiruppur by a local team we know by name. The making stays end to end in one place, so we can see how the work is done and stand behind it.
They are paid a fair wage, on time. Kind to the land only counts if it is also kind to the people whose hands are on the work. For us, the two are the same promise.
Still working on it
HonestWe would rather tell you where we are not finished than pretend that we are.
- •Stretch styles still use a small amount of elastane. We are testing higher cotton blends that hold their shape without it.
- •Shipping a parcel still leaves a footprint. We consolidate orders and pack in paper to keep it as low as we can for now.
- •We are a young brand. What you read here is true today, and we will publish the changes as they happen, good and hard.
Kind is the point
BeliefWe believe the future of business is kind. Kind to the person wearing it, kind to the people making it, kind to the land.
That is not a campaign for us. It is the reason the garment is built the way it is, and the reason this page exists at all.
Lend a hand
CommunityThis is where we do the sustainability work in the open. Around festivals, peak seasons, store launches and pop ups, we run initiatives on the ground: planting, clean ups, awareness stalls, take back and reuse. Sign up and we will call you when one is happening near you. No experience needed. Just care.
You are on the list.
Thank you for offering your time. We will be in touch when a sustainability initiative is happening near you.