Founded by Sarah Avery, freelancer & ex-fast fashion designer in 2022.

‘I’m passionate about equality & sustainability.

I have been a Fashion & Graphic Designer for over 7 years and now, after years, have finally decided to launch my own brand. I didn’t want this to be yet another fashion brand, I wanted this to be a part of the change & slow fashion movement.

‘Love fashion, hate fashion culture’

This short sentence perfectly describes my relationship with the industry. I knew from a very young age that I wanted to be a designer, I never wanted to be anything else. However, I quickly realised from the early stages of my career, and even during

my Fashion degree, that I didn’t ‘fit in’.

I knew something was intrinsically wrong with the culture. I never really cared about the creative director of Gucci, new trends or fashion influences (who didn’t stand for much).

I cared more about the political/social issues and the people behind the scenes doing the real work. For years I thought I was the problem, but talking to other like-minded professionals in the industry, I found the feeling to be very much mutual.

It’s not surprising as we grow up with disappointing role models normalising toxic business behaviours. I want to change the narrative of ‘nice guys finish last’ Showing that you can conduct business practices with empathy.

I believe that honesty, transparency, allowing space for human error, listening, and elevating one another is the way forward.”