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Whenever Stuart was asked to start a new fashion brand he replied 'the world doesn't need a new clothing company'. And then he thought to himself - hold it...what about a clothing company that doesn't produce any clothes?

There's a children's story that you may remember called 'The Magic Porridge Pot' it kept producing porridge until the whole village was drowned in porridge. The fashion industry is just the same. There are already far too many clothes in the world and yet each year another 100 billion clothes are produced. There are huge mountains of wasted clothing, millions of tonnes of clothes being put into landfill or burnt. And every time we make a new garment, the planet pays for it.

It's a critical moment for our collective future - we should have done it years ago, but given we can't turn back the clocks, now is the time to act.

Stuart has long since believed that scarcity is the mother of creativity. - Creativity to me has always been about doing more with what we have already. The world has scarce resources, yet the fashion industry acts as if there is an unlimited supply of material. It's a disaster for our planet." We will do our best to create clothes that people love and want to keep.