FROM CAREER CASUALTIES OF THE PANDEMIC TO JOINING THE FRONTLINE IN THE BATTLE AGAINST THE FAST FASHION INDUSTRY. First of all we would like to thank every artist currently exhibiting apparel, every customer who have are now wearing their new sustainable streetwear with pride and everyone who simply had a took the time to browse through our store during our soft launch on October 1st 2020.

It has been a real rollercoaster journey for us so far, especially as here in the UK we are still battling COVID-19 as well as dealing with the vast changes developing during the nightmare that is BREXIT. We're totally overwhelmed by your support so far, but the journey has only just begun.

We’re designers, makers, marketeers, organisers. We love art, fashion, identity and individuality. We’re musicians and artists. We love people, parties, togetherness, hugs, laughter, singing, dancing, cheering and being. We’re activists, protesters, poets and punks. We are parents, we’re children, we’re brothers, sisters, aunties and uncles. This was our ground zero. How do we encompass all that we are, into something new and exciting, that will ultimately have a long lasting, positive affect on the world and those around us?

The more knowledge we gained, the more nauseous we began to feel. We became angry and upset, frustrated and boxed in. 2020 soon became a whirlpool of contempt toward our own species. We, as inhabitants of this planet have somehow let our beautiful home become an empty shell of its former self.

Apocalyptic fires and floods, cyclones and hurricanes are increasingly the new normal – and caused by the rapidly unfolding climate emergency. All of this in addition to, the planet is witnessing a devastating pandemic.

United Nations secretary general António Guterres said “To put it simply, the state of the planet is broken...This is suicidal. Nature always strikes back – and it is already doing so with growing force and fury. Biodiversity is collapsing. One million species are at risk of extinction. Ecosystems are disappearing before our eyes. Deserts are spreading. Wetlands are being lost. Every year, we lose 10 million hectares of forests.”

The fashion industry alone is responsible for 10% of humanity’s carbon emissions. That’s more than international airlines and maritime shipping, combined. It is also responsible for 20% of all industrial water pollution worldwide. Overall, the jumped-up demand for fast fashion delivered by the likes of Zara, Boohoo and H&M (who are basically non transparent in their supply chain or manufacturers) is burying the environment for profit.

Nor is it doing much to tackle the continuation of child labour, with the International Labour Organisation estimating that 170 million children are engaged in child labour, with many making textiles and garments to satisfy the demand of consumers in Europe, the US, and beyond.

The growing gap between rich and poor is undermining the fight against poverty, damaging our economies and tearing our societies apart. Inequality be that via race, religion, sexual orientation, or otherwise is growing for more than 70 per cent of the global population, income disparities and a lack of opportunities are creating a vicious cycle of frustration and discontent across generations.

The world’s richest 1% have more than twice as much wealth as over 7 Billion people. Almost half of humanity is living on less than £4.50 a day. And today 258 million children – 1 out of every 5 – will not be allowed to go to school.

Yet inequality is not inevitable – it is a political choice. The recent rise in activism across the globe is not by chance. Organisations such as BLM, Ushahidi, LUCHA Congo, The Good Lobby, Femnet, Extinction Rebellion among many others are on the frontline for us all, but we must not take their efforts for granted, we must not become ‘slacktivists’.

We need to support every cause in order to gain true momentum.

We figured the best way for us to support as many positive movements, initiatives and charities across the globe, would be to set up this international network of creatives, with the aims of a contributing to as many causes as possible through as

many avenues as possible.

We combined WEARABLE ACTIVISM with



Why apparel? Our research tells the tail of continuous damage but unlike oil, this is an industry we can all affect, almost instantly.

Becoming a conscious consumer holds similar connotations to becoming vegan, there are drastic changes that need to take place, plus essential research and knowledge to help guide a purchase that ultimately has minimal effect on the planet. It’s not a simple move by any means but it’s necessary in giving mother nature a hand in the enormous amount of reparation needed to get this planet back on track.

We are also in the opinion that what we wear, often defines who we are. Apparel helps build personal identity; it helps us find friends and communities of which we have shared interest, often defined by musical, sports, genre or taste. We can still be individuals,

but it does not need to literally, cost the earth.

We want to educate people on the impact of the fashion industry and to help them become conscious consumers rather than being

manipulated into diving onto the fast fashion band wagon. Temporary trends enforced by fast fashion brands are part of our global downfall. We want to help initiate the diversion into quality over quantity. We want to provide top quality products, designed by the best independent artists that reinforces the infinitive amount of messages/statements need to influence change.

We must act now to build a new, human economy that values what truly matters to society, rather than fuelling an endless pursuit of profit.

We are the 99%. It is our voices and our actions that can and will create social, environmental and political change. In order to achieve, we need to educate. In order to collectively prosper, we need to organise.

Please sign up to our mailing list today to keep up with our journey, be part of the changes we need to make and receive 20% OFF your first sustainable apparel purchase with us. BIG LOVE Mike & Heather