No New: Why We're Pausing Launches Again This July

Last July, we did something that felt pretty unusual for a fashion brand: we stopped launching new products for an entire month.

No new collections or new styles. Just space to reflect, re-centre and ask ourselves what fashion can look like when it’s not driven by constant release cycles.

This July, we're doing it again.

As an independent slow fashion brand who design and manufacture all of our clothing in the UK, we've launched just eight new products so far this year. Compare that with the thousands of new styles added by fast fashion retailers every day*, and it's difficult to comprehend the scale and speed of newness in the industry.

From a business perspective, it makes total sense. More products create more opportunities to sell. The interesting question though, is who does this actually benefit? Is it a system designed to bring you more choice, or a system designed to make you believe that you need something new, all the time?

For us, every new piece has to earn its place. Will it genuinely make getting dressed easier for you? Will you still want to wear it next year, and the year after that? Is it truly worth your money and your wardrobe space? If the answer isn't yes, we won't make it.

But asking those questions takes time, and sometimes taking that time just isn’t possible when the focus is on a strict launch schedule.

'No New' is about protecting that time. Building in a deliberate pause so our design team, our factories and our community all have the space to slow down. It gives every piece we're working on the time and attention it deserves, instead of chasing a calendar.

For you, that means fewer, better releases. Thoughtfully designed pieces tested on lots of different bodies, made to last and created to become favourites for a long time, not just something new.

For us, it means listening even more closely to what you value, refining what already exists and investing our energy into making sure every future launch genuinely deserves to exist.

So throughout July, we won't release a single new style. Because last year you reaffirmed our belief that more doesn’t automatically equal better.

Instead of asking, "What else can be launched, and how quickly?"

We’ll continue asking, "Is this worth making in the first place?"

Join the conversation and help shape what comes next - from choosing new colours to sharing what you’d love to see more of - over on Instagram and TikTok.

Sources:
* McKinsey & Business of Fashion - The State of Fashion 2024

Thank you for being with us through this pause, and for helping us honour the pieces you’ve heard us talk about so many times before. If you’d like to shop our current collection, you can browse some of the designs that have already earned their place here: