Why the range starts with layers, not leggings

If you start a clothing brand in 2026 the received wisdom is to lead with a legging. It is the piece with the clearest demand and the loudest competition, and everyone starts there.

We priced the whole range honestly against what a British shopper actually pays, and the legging came out near the bottom. Not because it is a bad product — because of how it is made. A hoodie starts life as a finished garment that we print one small mark on. A legging is cut and sewn from printed cloth on every single order, so we are buying a whole garment’s manufacture each time. And activewear has a price ceiling that a very large brand set years ago.

So the range leads with what it is actually good at. Hoodies, sweatshirts and heavy cotton, cut properly, in one colour, with a mark small enough that you would wear it without the logo mattering.

The activewear is still here, and it is good — four-way stretch, made in Europe, cut and sewn to order. It is just not pretending to be the centre of the brand when the cloth says otherwise.

We would rather tell you that than sell you a story about a legging.