Today we’re launching new colours – not just for familiar and new cuts of T-shirts. But for Oxford shirts and chino shorts too. There’s new colours, colours everywhere.

And we’ve become intimately familiar with every last shade.

We just did a stock take – counting seventeen thousands pieces of clothing. For a small team of six (one bunked off), it was a lot of counting.

Our dreams have since been filled with barcode numbers, and our ability to keep count has been limited to between one and ten.

Our new colours are part of a new, hot, almost-too-big-to-count range. There’s also a couple of new cuts too – the cami and the boat neck.

All made by garment workers paid good wages, sold at small margins to give you unbelievable prices.

GRAB NEW COLOURS

We thought this was the easy option…



How do you choose where to do your most ambitious photoshoot yet? 

We could have flown off to Italy. Going to hang on some Mediterranean coastline and catching some shots and waves. Swigging espresso and perfecting the art of licking our gelato so it doesn’t run down to our fingers.

But then we thought: this is the largest range we’ve ever had to capture on camera – so we should make life easy for ourselves.

Perhaps we could cheat again – like we did last year.

Last year, we went to the most Mediterranean-looking spot in Bristol – and we got lucky. The British sun was uncharacteristically beaming. The local cafe owners were more generous than they should have been (actually they said, “I’m not sure when my manager is coming back but I guess you can take a few photos if you’re quick”). 

We might not get so lucky this year, so we thought… what if we just got images of the outdoors? Big print outs of a Mediterranean ocean and an Italian cafe? We could turn a warehouse in Bristol into an exotic location. 

It was meant to be the practical option.

But it turns out that putting up a photo backdrop is labour. 

We were raising the printed scene like sailors hoisting the most awkward flag known to the seven seas – flying between two poles that weren’t the same height, with clamps that didn’t quite hold everything level.

And after the faff of getting everything straight, we were faced with another problem.

There were creases everywhere. And the sky should not have creases.

So we grabbed the clothing steamer, and we climbed literally behind the scenes to get the creases out of the sky.

It did the job, and eventually, we were able to capture a few thousand photos with a mostly un-creased background.

You'll catch so much more in the coming weeks as we release our Spring/Summer collection. We hope you appreciate the sweat and tears (and steam) that went into showing it all off. 

For now, a spectrum of new colours is waiting for you.

SEE THE RAINBOW