OUR APPROACH TO DESIGN

We leverage the best of nature, science and humans, to create knitwear that leaves behind zero emissions, zero harm and zero waste.

We call this Biophilic Design.
NATURALLY NEGATIVE CARBON FOOTPRINT.
We create knitwear made from raw materials that work with nature. Not against it. With design innovation that extends lifespans by generations. Not years. That regenerates our world. Not destroys it. To achieve this, we spearheaded a synergistic partnership across our suppliers and manufacturers.
ZERO EMISSIONS
ZERO EMISSIONS
Our knitwear uses 100% ZQ certified Merino Wool sourced exclusively from 3 New Zealand sheep stations at the forefront of the regenerative farming movement — using innovative land management, feeding and grazing techniques to capture more CO2e from the atmosphere than their operations emit. Making their properties, as well as the wool they produce, carbon-negative.
002 THE LIGNT KNIT.
ZERO HARM
ZERO HARM
The ultra-fine Merino Wool is spun in our European yarn mill, where we apply a chlorine-free treatment called Eternity X-Care®. A pioneering, performance and durability enhancing technology that uses no chlorine or harmful chemicals. Bluesign© and Oekotex® certified.
001 THE MEDIUM KNIT.
ZERO WASTE
ZERO WASTE
We craft our knitwear with Portuguese specialist Fatextil. Each garment is knitted using 100% solar powered, 3D Wholegarment® knitting machines. All our knitwear is 100% biodegradable, to ensure zero waste not only in the manufacturing stage, but also at end of life.

Finally, all our orders are fulfilled from UK’s first carbon-neutral logistics partner, Airbox, which is also completely solar powered.
006 THE BEANIE.
ZERO EMISSIONS. /  ZERO HARM.  /  ZERO WASTE.
DIGITAL ACCOUNTABILTY. Because we adopt a 100% transparency policy, all this information can be accessed at the tap of a smartphone. Tap a smart phone against our proprietary (removable) tracker tag made from castor-bean derived EcoPaXX® to see the full history of the garment.

Because accountability is where change starts.
5% IMPACT PROGRAM.
ADDITIONAL PLANETARY IMPACT. On top of a naturally negative carbon footprint for all our products, we invest 5% of our revenue into regenerative projects that improve our collective futures. Our Impact Fund investment strategy is focussed on biodiversity innovations and is led in partnership with Head of Climatology at University College London, Prof. Mark Maslin.

With this approach, we have entered a new frontier in fashion, as we have achieved the unprecedented goal of creating products that don’t produce any net emissions from cradle-to-grave.

This is what change looks like. This is the new frontier. This is Biophilic Design.

Want to become an Impact Program member?
001 THE MEDIUM KNIT
-6.34KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE MEDIUM KNIT
002 THE LIGHT KNIT
-1.74KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE LIGHT KNIT
003 THE V-NECK
-6.34KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE V-NECK
004 THE CARDIGAN
-10.62KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE CARDIGAN
005 THE HOODIE
-6.84KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE HOODIE
A001 THE BEANIE
-0.93KG
CO2e
THIS IS NOT A SWEATER.
THIS IS A PIECE OF BIOPHILIC DESIGN.
SHOP THE BEANIE
The Knitwear Journey.*
We design knitwear that reconnects us. That makes us more aware of the journey. That tells us the full story of the people and impact behind the things we wear.
*Worried about the amount of counties? Don’t Panic. Transport and travel is less than 1% of our overall carbon footprint.