"Made in London" is madness

We make everything in London because we can't help ourselves.

It doesn't make business sense. The costs are brutal, the logistics are a nightmare, and half the time our suppliers act like doing their job is a personal favor. We could ship everything to Portugal tomorrow and triple our margins.

But we don't.

Every piece gets made within walking distance of our studio. Literally walking distance: we drag fabric samples between a button maker in Soho, a pattern cutter in Newington Green, and a machinist who's been in the same Hackney warehouse since the 80s. It's inefficient as hell.

The thing is, when you hold one of our jackets, you can feel the difference. Not because London tailors are magically better than everyone else, but because the whole thing happened in one place, touched by people who actually give a shit about what they're making.

There's a buttonholer we use whose family has been doing the same job for over a century. He could probably do it in his sleep, but he doesn't. Every buttonhole gets the same attention whether it's going on a £100 shirt or a £1000 jacket. That's not romance talking, that's just what happens when someone takes pride in their work.

We're not trying to save British manufacturing or preserve some mythical heritage. We're not even trying to be sustainable, though keeping everything local probably helps. We just like knowing exactly who made what, and we like that our customers can feel the difference.

If you're the type of person who gets excited about buying something that was made by actual people in a place you could visit, then you'll probably like our clothes. If you just want a good jacket at a fair price, there are easier ways to get that.

We do this because we can't help ourselves. And if that sounds right to you, then you'll understand why we're never moving production to a more sensible place.

Some things are worth doing the hard way.