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WE ARE
WHY SWITCH FOCUS

OUR NAME

Our name reflects the energy we create when we choose to be different. 

Our thinking is big picture, and our purpose is long term. We’re not restricted by conventional thinking, and our goal is to create waves in the face of global challenges. 

We’re not motivated by instant gratification. Instead, we’re creating a new normal, at the centre of which is sustainability, positive impact and unrestricted creative possibility. 

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THE STORY BEHIND THE BRAND

OUR STORY

                             started with the realisation that changing your mindset is one of the most powerful things you can do. 

We set the intention to do something different. What got us here is desire, passion and a willingness to learn. We’re obsessed with streetwear, of course, but more than that we care about what the clothes we choose mean, what they can do for us and the types of waves they make in the world. 

ABOUT US

OUR BRAND

                              utilise organic, recycled and upcycled materials to create streetwear with a difference. 

Based between Manchester and Cornwall, we’re as equally inspired by the natural and coastal as we are by the urban and industrial. We're obsessed with streetwear, and we put everything we’ve learned into our designs and practices. 

 

Sustainability is non-negotiable for us, and we are actively working towards becoming carbon neutral within five years. Currently, we are collaborating with the University of Exeter to develop an Upcycled range. This initiative is just one way we plan to reach our sustainability goals.

VALUES

OUR VALUES

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REDEFINE THE NORM

CREATED WITH INTENTION

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SPECULATIVE, CONSCIOUS DESIGN

COMMUNITY

HONESTY & TRANSPARANCY

QUALITY

Nothing is left to chance. Our products are created with purpose. Our baseline for quality is exceptional.

Conventional thinking is just that: conventional. We challenge our own thinking to pioneer designs that will in turn transform the industry. 

Conventional thinking is just that: conventional. We challenge our own thinking to pioneer designs that will in turn transform the industry. 

Our design approach is responsive to our world today, and imagines a future we’ll shape. We work to solve problems and eliminate waste. 

Through our collaborations we empower individuals to make a meaningful impact on society and the planet.

Transparency shouldn't ever be an afterthought. Trust is at the core of how we exist as a brand. We lead with complete openness: from where we source our materials, to how we create our products. 

When products are created better, we have a longer relationship with them. We’re focused on longevity: reducing waste and changing consumption habits for the better. 

MISSION & VISION

OUR MISSION

We know the fashion industry is capable of radical change. By embracing circularity and reworking materials, we’ll extend product lifecycles, reduce waste and close the loop. We aim to make complete circularity the standard, ending the harmful practice of disposable fashion. By switching our focus we’ll change mindsets, educating the industry and beyond on the power of circularity and creating a better future for all.

OUR VISION

Our vision is clear: a world in which sustainability is the norm, and circularity is standard. 

With our made-to-order approach, we’ll lead the circular fashion movement. We’ll collaborate with those in our industry and beyond to create a closed-loop system that maximises resource efficiency and minimises environmental impact. 

We want to help shape a world where fashion is made with intention, and where every product has a purpose, and every step of the design process contributes to our wider vision. 

By pushing boundaries everyday, and striving for innovation, we believe we can create a different future for fashion and the planet.

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