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Percival, located in East London's Hackney, embodies quintessential British style with an understated flair and a selection of unique fabrics and materials sourced from around the world. With a focus on subverting classic wardrobe staples, they bring a fresh perspective to clothing, adding their own touch of creativity and individuality.

With a team of 15 dedicated individuals, Percival handles every aspect of their designs, production, and photography from their London studio. They reject rigid fashion business models and instead opt for smaller, frequent collections to keep their offerings diverse and up to date. By selling directly to customers, they ensure cost-effectiveness and a closer connection with those who appreciate their products.

Inspiration for Percival comes from various sources, including minimalist architecture, monochrome marble, matte black coffee pots, Japanese woodblock prints, and the artistic style of David Lynch. Their manufacturing process spans the globe, utilizing different locations for specific items, such as London for outerwear and embroidery, Italy for fine fabrics, Portugal for wool knits, Japan for original artwork and printed fabrics, and China for outerwear and knitwear.

When it comes to ethics and sustainability, Percival strives to be environmentally conscious. They are actively transitioning to biodegradable and compostable garment bags, reducing plastic usage, and seeking new suppliers to create even better products. Working with manufacturers who have reduced water consumption significantly, Percival aims to produce timeless, high-quality items that reduce the need for excessive consumption.