We’re just a small group of people who agreed we couldn’t find the shirts we wanted, so we decided to make them. The first of many questionable decisions we’ve made since… We kicked around what really mattered to us, and then distilled the list down to four essentials. We wanted to design unique shirts for individuals. We wanted to make superb shirts. We wanted an ethical business, free from exploitation. And (being sick and tired of being put on hold and played Vivaldi) we wanted to take our customers seriously.

We figure most men follow the crowd, but a few forge their own path. We set out to make shirts for the few. For the men who walk to their own beat.

We have our own utterly unique take on design.We don’t do stripes or checks (regrettably, it would make life much easier). Instead we take our inspiration from the world around us. Be it freedom of speech, the endless march of time, or barbed wire fencing, our shirts all tell a story. And you’ve got to figure that everyone loves a story.

Ultimately, we demand just one thing of ourselves, that every shirt we make is truly original.

Average shirts look great on a hanger, but age rapidly once they've been washed a couple of times. A great shirt is an investment, one that still looks excellent years after it’s purchased. Only a very well made shirt can pull this off.

We chose to focus our efforts and only make shirts. And we're perfectionists. We looked at over two thousand fabrics from eight different countries before finding one good enough. We obsess over stitch counts, agonise over buttons, and re-designed our collar shape fifty three times before we were truly happy.

We then submit our shirts to the ultimate test: we wear them ourselves. Ross holds the record, he once spent four days in one shirt at Glastonbury. And, once washed (vigorously), it came back as good as new.

Should you actually want to be deluged with REAL detail about what goes into making one of our shirts, click here.

Fashion has an appalling reputation for exploiting it's workers. Garments are often made in crowded, unsafe factories. And the industry has been repeatedly shamed for the use of child labour. Cheap fashion comes at a very high price for the people who make it.

All of our shirts are made in safe, ethical environments. In Benin, for example, we work with the fine people at Ethical Apparel Africa to ensure our workers are treated with respect, are well trained and all enrolled in worker empowerment programs.

Where do you go to start a design revolution?

We decided it had to be in a building borne of the British Industrial Revolution. So we went back to the beginning, to a two hundred year old mill which was once a giant nineteenth century sweatshop. Its walls are two feet thick, it's hot in the summer, cold in the winter, there's not enough light, and we can't get sufficient electricity in because the walls are too thick to drive enough power cables through. But if you listen carefully you can just hear the distant echoes of revolution whispering down the corridors. It's one of the factories the poet William Blake described as a "Satanic Mill."

Born in 1757, Blake was an English poet and painter, largely unrecognized during his lifetime, but now considered a seminal figure in the history of the poetry and visual arts in the Romantic Age. He was unorthodox, idiosyncratic, and impossible to classify. He was a true individual.

Most companies boast about the quality of their customer service, right up to the point they put you on death hold to listen to Vivaldi. It drives you nuts, and trust us, it drives us nuts as well. So we decided to do something remarkably simple: to promise good client service, and then actually deliver it. We take our customers very seriously. We know you have a choice. If you have a problem, or a question, don't hesitate to call us. Our phone number is listed at the top of the site and we'd love to hear from you. And if it's a problem you're calling us about, we promise to sort it out...