What is your mission as a responsible brand in 2022?
To create well designed, ethical and sustainable garments that have longevity and viable end of life solutions
What drew your team to HD® Wool Apparel Insulation product?
Our brand has wool in our DNA, so it was natural for us to seek new innovation in wool to try and adopt it in different and less obvious ways into our range.
How was working with the HD® Wool team?
Inspiring and collaborative – to get the opportunity to work with like-minded people is always a pleasure.
'Made for a lifetime, not eternity.’ Can you tell us a bit more about why circularity is becoming more important within the responsible apparel industry?
We feel there are already enough materials in existence to support a circular way of manufacturing and from a brand point of view, we want to try and help keep those materials going and going, so when a garment comes to it’s end of life, we can support, by enabling a new life for those materials.
What excites you the most about the new products you are producing at the moment?
I’m excited by the momentum in innovation to keep doing better, and the partnerships I form with amazing people who constantly push boundaries and break ground.
If you could describe some of the new products or projects you’re working on in 3 words, what would they be?
Exciting – Innovative – Mind Boggling
Why do you think more people should be choosing UK wool or HD®Wool for their apparel products?
We have an abundance of wool in the UK and the scratchy jumpers from childhood are long gone. Technologies and innovation have changed the way we can use and think about wool. This along with the connection to farmers and the traceability makes it an obvious choice.
Which other materials do you work with where you are able to trace back to its origins and how is this shared with your customers?
We use certifications to ensure we have visibility and traceability over our fabrics, for example GOTS for our Organic Cotton and GRS for our recycled polyesters. This information is shared via our website with customers.