It's important to discuss what makes us so different to every other online clothing brand going.
It's that we care.
Not in a "TOM's" way, although I would love to perpetuate the myth that for every item of clothing we sell, Marion weaves a jumper from dandelion fronds to see rehomed hamsters through the winter... More that we care about our customers. We think about them when we design our clothes, when we trawl the streets of London to find the drapiest crinkle free blend in just the right cafe-au-lait, when we cut and recut our patterns to make sure out garments sit right on real people, not just the dummies. Then instead of posting off our patterns to a faceless factory in China, we package up our small production for our inhouse machinist or one of our local ladies, counting out each popper and zip. Or sometime we load our bolts into the back of the estate to brave the London traffic to deliver a load to a larger production facility the other side of london. Then we personally unpack our garments to examine them before they get steamed, photographed and hung up on the rail.
It's important that when you're buying into the brand you know you're buying a little piece of local enterprise, and we all love you for that.
(And in the short term, at least, it's very unlikely you'll bump into anyone dressed the same!)