Our Approach


Understanding Our Approach

We are proud to be a female led company, centred around friendship and community, designing pieces we personally believe in and would wear in a heartbeat. Designed in London by a small team of creatives with extensive European, Indian and American fashion experience, our range has a global approach in its design and ethics. We believe fashion can be beautiful and design-led while being ethical and sustainable.

We want to celebrate true artisanal craft and traditional techniques which we know take time to perfect, supporting our skilled workers and the communities they are a part of, which we are now a part of too! Keeping things personal and knowing our suppliers and artisans by name is really important to us. We visit our factories across India regularly, working with them to understand their process and techniques, like our tie dye and woodblock units. Understanding how it works helps us to avoid unrealistic expectations: it really is about partnership.

We definitely don’t believe in pushing unrealistic beauty standards. You may see retouched colours in our shoots, or edits where we’ve removed unsightly plugs and pipes, but you certainly won't see our models edited in any way. We believe in blemishes, bruises, stretch-marks and mottled skin and all the wonderful natural things that make us uniquely beautiful. Why would we want to edit them out?

We believe in transparency and the importance of showing our sustainable journey to our customers. We are not perfect and there are many ways we can improve our practices but we want to be open about how and why we need to make changes. Making a sustainable brand isn’t easy. We quickly learned (and continue to learn!) to adapt to the many complications of designing and manufacturing ethical and sustainable items. From the challenges that arise with producing small quantities, to the lack of availability of fabrications, we continue to challenge the fast fashion model. Working together with our factories, we are striving to support the positive changes needed to make our range even more Earth friendly.