Founder Story

I’ve always been drawn to that classic American sweatshirt—thick, soft, and made to last. But in the UK, finding one with that same substantial feel was surprisingly difficult. I realised how much I wanted a hoodie that looked good, felt premium, and could handle a busy routine of gym, work and life.

I set out to create a brand that would capture the best of that American sweatshirt feel I’d come to love—thick, high-quality fabric for daily wear that feels cosy enough for a lazy Sunday at home and looks stylish when you’re out. I also wanted to align it with my belief in responsible fashion. From day one, sourcing had to be rooted in ethical practices with responsible production partners who never sacrifice human rights, safe working conditions and living wages.

What started as my personal quest for “the perfect hoodie” evolved into a line of casual wear to suit a busy lifestyle. Today, our brand delivers exactly what I was searching for: premium, thick-fabric sweatshirts with a modern edge. It’s proof that when you can’t find what you’re looking for, sometimes you just have to create it yourself.