We believe in fashion to express your values, tastes, preferences, personality and creativity. This goes beyond following (and adopting) trends. We provide opportunities for our customers to wear their values. A key driver in the success of our anti-trend buying habits is quality of fabrics. We pay close attention to the materials our brand use (there are two references to materials in our Code of Conduct; more on this in our People pillar). You can find a breakdown of the materials used in our entire collection below.

Since our inception in 2019, we've never adhered to fashion's conventional drop model. We buy in limited quantities, as and when they are released. We excite our customers with new arrivals when they are available. While the novelty of new undoubtedly influences purchasing behaviour, our products are made to last. You'll often see the same coveted styles reappear the following year in new colourways.