{"id":359678,"url":"\/about\/","layout":"standard","version":"2025-03-11T20:28:57.000000Z","blocks":[{"id":3063630,"type":"newsletterSubscribe","published":1,"size":{"x":12,"y":0},"order":15,"items":[],"properties":{"padding":{"id":65286645,"value":"6"},"spacing":{"id":65286646,"value":"10px"},"font":{"id":65286647,"value":"Calistoga"},"title":{"id":65286648,"value":"Don't miss out."},"copy":{"id":65286649,"value":"Sign up and get 10% off your first order."},"stacked":{"id":65286650,"value":"0"},"backgroundColor":{"id":65286651,"value":"#0000"},"textColor":{"id":65286652,"value":"#{newsletter.text.color}"},"primaryActions":{"id":65286653,"value":"1"},"formBorderRadius":{"id":65286654,"value":"#{form.border.radius}"},"buttonBorderRadius":{"id":65286655,"value":"12px"},"borderRadius":{"id":65286656,"value":"#{newsletter.border.radius}"},"mailingList":{"id":65286657,"value":43876},"fullWidth":{"id":65286659,"value":"0"},"fullBackgroundColor":{"id":65286660,"value":"#{newsletter.fullBackground.color}"},"published":{"id":65286661,"value":"1"},"conditions":{"id":65286662,"value":"[]"},"template":{"id":100052884,"value":"newsletterSubscribe"}}},{"id":3070286,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":2,"items":[],"properties":{"html":{"id":65468016,"value":"

We believe capitalism is the best way to organise society, but not in its current form. It is time for a new model<\/strong>. One that is more equitable, genuinely sustainable and circular.<\/p>

We remain a business that wants to make a profit, but not to the exclusion of everything else. We want to do things differently.<\/p>"},"borderRadius":{"id":65468017,"value":"#{text.border.radius}"},"textColor":{"id":65468018,"value":"#{text.color}"},"backgroundColour":{"id":65468019,"value":"#0000"},"truncateHeight":{"id":65468020,"value":null},"padding":{"id":65468022,"value":"3"},"fullWidth":{"id":65468023,"value":"0"},"fullBackgroundColor":{"id":65468024,"value":"#0000"},"published":{"id":65468025,"value":"1"},"conditions":{"id":65468026,"value":"[]"},"template":{"id":89716114,"value":"text"}}},{"id":3337192,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":9,"items":[],"properties":{"html":{"id":73235173,"value":"

charities<\/strong><\/p>

We partner with charities that support causes close to our heart. Learn more about the charities we support<\/u><\/a>.<\/u><\/p>

We send 15% of the profits from each sale to the relevant charity. Which charity your money goes to is made clear at the point of purchase. We accrue the money for charitable donations and make payments to the charities on a quarterly basis.<\/p>

We are keen to support new social causes and charities. If you have one in mind, we would love to hear from you. 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waste and the environment<\/strong><\/p>

We print your orders on demand, meaning nothing is made until after it has been ordered.<\/p>

In the traditional economy of the fashion industry, clothes are produced speculatively, before any orders have been placed. That ends up in 40% of all clothing being thrown away without ever being used.<\/p>

Our products are carbon neutral, all factories and manufacturing facilities used to produce new model clothing are powered by renewable energy.<\/p>

All our clothes are made from organic cotton, and they are GOTS certified. Organic cotton is grown without the harmful chemicals that are in most pesticides and fertilisers.<\/p>

Instead of plastic, we use plant-based packaging, which is still durable, to keep orders safe.<\/p>"},"borderRadius":{"id":73988797,"value":"#{text.border.radius}"},"textColor":{"id":73988798,"value":"#{text.color}"},"backgroundColour":{"id":73988799,"value":"#0000"},"truncateHeight":{"id":73988800,"value":null},"padding":{"id":73988802,"value":"3"},"fullWidth":{"id":73988803,"value":"0"},"fullBackgroundColor":{"id":73988804,"value":"#DED3D3"},"published":{"id":73988805,"value":"1"},"conditions":{"id":73988806,"value":"[]"},"template":{"id":87001209,"value":"text"}}},{"id":3362066,"type":"slideshow","published":1,"size":{"x":12,"y":0},"order":10,"items":[{"id":3362067,"type":"banner","published":1,"size":{"x":12,"y":0},"order":0,"items":[],"properties":{"type":{"id":73989021,"value":"slim"},"title":{"id":73989022,"value":null},"copy":{"id":73989023,"value":null},"titleColor":{"id":73989024,"value":"#{banner.title.color}"},"titleBackground":{"id":73989025,"value":"#{banner.title.background.color}"},"copyColor":{"id":73989026,"value":"#{banner.copy.color}"},"copyBackground":{"id":73989027,"value":"#{banner.copy.background.color}"},"contentWidth":{"id":73989028,"value":"95%"},"textShadow":{"id":73989029,"value":"#{banner.text.shadow}"},"borderRadius":{"id":73989030,"value":"0px"},"buttonBorderRadius":{"id":73989031,"value":"#{button.border.radius}"},"buttonBackgroundColor":{"id":73989032,"value":"#{button.primary.color}"},"buttonStyle":{"id":73989033,"value":"secondary"},"buttonSize":{"id":73989034,"value":"standard"},"overlayOpacity":{"id":73989035,"value":"0.15"},"overlayColourStart":{"id":73989036,"value":"#000000"},"overlayColourEnd":{"id":73989037,"value":"#000000"},"overlayDirection":{"id":73989038,"value":"90"},"image":{"id":73989039,"value":"{\"src\":\"https:\\\/\\\/images.podos.io\\\/thdubjgr0gkkpnv83wjoe7empgrhfnru3ucn2yc2piqmlnd8.jpeg.jpg?w=auto&h=auto\",\"alt\":\"\"}"},"video":{"id":73989040,"value":null},"videoThumbnail":{"id":73989041,"value":null},"media":{"id":73989042,"value":"image"},"align":{"id":73989043,"value":"center"},"verticalAlignment":{"id":73989044,"value":"center"},"font":{"id":73989045,"value":"#{heading1.font}"},"actions":{"id":73989046,"value":"[{\"text\":\"\",\"href\":\"#\"},{\"text\":\"\",\"href\":\"#\"}]"},"template":{"id":73989047,"value":"slide"},"padding":{"id":73989048,"value":"6"},"fullWidth":{"id":73989049,"value":"0"},"fullBackgroundColor":{"id":73989050,"value":"#{banner.fullBackground.color}"},"published":{"id":73989051,"value":"1"},"conditions":{"id":73989052,"value":"[]"}}}],"properties":{"mode":{"id":73989011,"value":"slideshow"},"speed":{"id":73989012,"value":"5000"},"navigation":{"id":73989013,"value":"0"},"limit":{"id":73989014,"value":"1"},"template":{"id":73989015,"value":"slideshow"},"padding":{"id":73989016,"value":"3"},"fullWidth":{"id":73989017,"value":"0"},"fullBackgroundColor":{"id":73989018,"value":"#fff0"},"published":{"id":73989019,"value":"1"},"conditions":{"id":73989020,"value":"[]"}}},{"id":3362068,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":13,"items":[],"properties":{"html":{"id":73989054,"value":"

circular economy<\/strong><\/p>

The clothing industry is not sustainable. A dump truck of textile waste is burned or buried every second [1]. And less than 1% of all clothing is turned back into new clothing at the end of its life [2].<\/p>

We are part of a growing movement to turn waste back into new products. All our products are designed from the start to be sent back when they\u2019re worn out and remade into new clothing.<\/p>

You can earn store credit by returning your worn out clothing.<\/p>

Our products have a QR code in the care label. When your clothing is worn out, all you need to do is scan the QR code. This will take you to a webpage where you can start the returns process. You will be sent a paid-for* returns bag. The clothing will then go back to the factory and will be recycled to make new garments. As a supporter of circular fashion, you will receive store <\/strong>credit to use on a new t-shirt from new model, or from other participating stores. It's as simple as that.<\/p>

*Free UK shipping. Shipping costs apply to anyone outside the UK. Customers in the US will be able to send items back free of charge very soon.<\/p>

[1], [2] <\/strong>A New Textiles Economy: Redesigning fashion's future, Ellen MacArthur Foundation<\/em><\/p>"},"borderRadius":{"id":73989055,"value":"#{text.border.radius}"},"textColor":{"id":73989056,"value":"#{text.color}"},"backgroundColour":{"id":73989057,"value":"#0000"},"truncateHeight":{"id":73989058,"value":null},"padding":{"id":73989060,"value":"3"},"fullWidth":{"id":73989061,"value":"0"},"fullBackgroundColor":{"id":73989062,"value":"#DED3D3"},"published":{"id":73989063,"value":"1"},"conditions":{"id":73989064,"value":"[]"},"template":{"id":87001210,"value":"text"}}},{"id":3783828,"type":"row","published":1,"size":{"x":12,"y":0},"order":0,"items":[{"id":4206596,"type":"grid","published":1,"size":{"x":12,"y":0},"order":0,"items":[{"id":4206597,"type":"pod","published":1,"size":{"x":12,"y":0},"order":0,"items":[],"properties":{"title":{"id":100052775,"value":null},"copy":{"id":100052776,"value":null},"media":{"id":100052777,"value":"image"},"image":{"id":100052778,"value":"{\"src\":\"https:\\\/\\\/images.podos.io\\\/pxaiq39or1vpyor7olobndfovvjncx4np755pithkaim66zi.jpeg.jpg?w=auto&h=auto&z=1.0175692738295&fx=0.50863296204068&fy=0.38223361440776\",\"alt\":\"\"}"},"video":{"id":100052779,"value":null},"autoplayInBackground":{"id":100052780,"value":"1"},"titleSize":{"id":100052781,"value":"1"},"overlay":{"id":100052782,"value":"1"},"href":{"id":100052783,"value":null},"borderRadius":{"id":100052784,"value":"999px"},"overlayOpacity":{"id":100052785,"value":"0"},"overlayColors":{"id":100052786,"value":null},"overlayDirection":{"id":100052787,"value":"90"},"template":{"id":100052788,"value":"pod"},"padding":{"id":100052789,"value":"6"},"fullWidth":{"id":100052790,"value":"0"},"fullBackgroundColor":{"id":100052791,"value":"#fff0"},"published":{"id":100052792,"value":"1"},"conditions":{"id":100052793,"value":"[]"},"ratio":{"id":100052794,"value":"square"}}},{"id":4206598,"type":"pod","published":1,"size":{"x":12,"y":0},"order":1,"items":[],"properties":{"title":{"id":100052795,"value":null},"copy":{"id":100052796,"value":"Matt"},"media":{"id":100052797,"value":"image"},"image":{"id":100052798,"value":"{\"src\":\"https:\\\/\\\/images.podos.io\\\/cqbsp2z6upy8kipd25vu6yrajutu8nvxdeer28iwgs60vq8w.png.png?w=auto&h=auto\",\"alt\":\"\"}"},"video":{"id":100052799,"value":"#{video.default}"},"autoplayInBackground":{"id":100052800,"value":"1"},"titleSize":{"id":100052801,"value":"1"},"overlay":{"id":100052802,"value":"1"},"href":{"id":100052803,"value":"#"},"borderRadius":{"id":100052804,"value":"#{image.border.radius}"},"overlayOpacity":{"id":100052805,"value":"0"},"overlayColors":{"id":100052806,"value":null},"overlayDirection":{"id":100052807,"value":"90"},"template":{"id":100052808,"value":"pod"},"padding":{"id":100052809,"value":"6"},"fullWidth":{"id":100052810,"value":"0"},"fullBackgroundColor":{"id":100052811,"value":"#fff0"},"published":{"id":100052812,"value":"1"},"conditions":{"id":100052813,"value":"[]"},"ratio":{"id":100052814,"value":"square"}}}],"properties":{"breakpoints":{"id":100052772,"value":"{\"xs\":2}"},"padding":{"id":100052773,"value":"2"},"spacing":{"id":100052774,"value":null}}},{"id":4206599,"type":"textBlock","published":1,"size":{"x":12,"y":0},"order":1,"items":[],"properties":{"padding":{"id":100052815,"value":"2"},"html":{"id":100052816,"value":"

I care about the environment, people and West Ham United. I don't care for inequality, exploitation or celery. The current system puts profit over people. The fashion industry is no exception. <\/p>

New model is genuinely sustainable. All items are made from 100% organic cotton. They are designed to be re-made when worn out, closing the loop on waste. 15% of all profits are sent to charities that help disenfranchised people and combat inequality. Fair fashion for a fairer world.<\/p>"},"textColor":{"id":100052817,"value":"#{feature.text.color}"}}}],"properties":{"icon":{"id":87000090,"value":null},"title":{"id":87000091,"value":null},"backgroundColor":{"id":87000093,"value":"#{feature.background.color}"},"padding":{"id":87000097,"value":"3"},"fullWidth":{"id":87000098,"value":"0"},"fullBackgroundColor":{"id":87000099,"value":"#{feature.fullBackground.color}"},"published":{"id":87000100,"value":"1"},"conditions":{"id":87000101,"value":"[]"},"direction":{"id":100052767,"value":"column"},"textColor":{"id":100052768,"value":"#{feature.text.color}"},"buttonText":{"id":100052769,"value":null},"copy":{"id":100052770,"value":"

I care about the environment, people and West Ham United. I don't care for inequality, exploitation or celery. The current system puts profit over people. The fashion industry is no exception. <\/p>

New model is genuinely sustainable. All items are made from 100% organic cotton. They are designed to be re-made when worn out, closing the loop on waste. 15% of all profits are sent to charities that help disenfranchised people and combat inequality. Fair fashion for a fairer world.<\/p>"},"template":{"id":100052771,"value":"feature"}}},{"id":3870580,"type":"announcementV2","published":1,"size":{"x":12,"y":0},"order":7,"items":[],"properties":{"icon":{"id":89715846,"value":null},"text":{"id":89715847,"value":"

We want to hear from you. 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The way many clothes are produced, traded and sold today reflects many of the problems with the current model of capitalism, such as rising inequality and environmental damage.<\/p>

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Our clothing is at the cutting edge of sustainable design. Products are made from organic cotton using renewable energy.\u00a0<\/p>

We minimise waste by fulfilling orders in real-time, only making what you need, when you need it, and using plastic-free packaging.<\/p>

15% of profits on each product are donated to charities that help low-income, marginalised or less powerful individuals and communities.<\/p>

Each item is designed to be sent back when worn out, and new products are made from the material that's recovered through our supplier's Remill process.\u00a0You can earn store credit in the process.<\/p>

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