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The story of Thought starts with friends David and John in the heat of Australia in 1995. And their desire to wear natural, cool clothing. Back then they named the brand Braintree Clothing. In 2017 Braintree Clothing was changed to Thought.
The first clothing was simple – a capsule collection of men’s shirts and beachwear made of sustainable ramie and hemp. The duo’s honest, down-to-earth personalities and sustainable sourcing was refreshing.
In 2002 John took the fledgling brand to the UK. He opened pop-up shops on London’s famous Portobello Road and at Camden Lock market. With countless phone calls and hard work, a flurry of independent boutiques soon stocked the growing collection.
By 2005 natural growth soon meant a womenswear collection. Plus, a bigger, just as down-to-earth team – including Rachel. Rachel has always had a wanderlust and a tenacious desire to work in the fashion industry. Her first experience was with a small Australian fashion brand. She did anything and everything she could to learn what it took to be part of a happy, successful business.
In 2008, Rachel started developing collections further; pushing their creative edge. She now heads up the group of incredible people , the design team. They share the same vision: that contemporary fashion and sustainability go hand-in-hand. And each season, the team craft thoughtful, contemporary pieces for men and women. Pieces that are effortless to wear and sustainably made. Pieces designed to be love-forever classics.
Today you’ll find Thought collection in over 1,000 shops all over the world.They’re still a small business; with around 30 people working at the offices in North London.
They’re proud supporters of slow fashion, which is why they design clothing intended to last.
The clothes we love wearing most will last longer with good care. Which is why they created the mantra. “Wear me, love me, mend me, pass me on.” It’s a reminder to look after what we own. They use only naturally grown bamboo, cotton, wool and hemp. They’re not only free from harmful pesticides and chemicals, they’re often softer, stronger. And they’re always far kinder to the environment. Recently they added tencel and modal.
Thought offers sustainable fashion in very reasonable prices.