Sportswear International ‘Label To Watch’

You said that you allow your collections to move at their own pace. What does this mean in terms of design, collection and sales?

“It means no aggressive markdowns as we believe that the product is timeless. Obviously we wouldn’t advise wearing a pair of our shorts in January, but we are confident that when warmer weather returns, customers will be back wearing them or like previously even buy some more. We make clothes to be loved forever.”

Thanks to Sportswear International Magazine for labelling us “the new UK selvedge denim label denim fans should know…” We spoke with SI about I AND ME, our vision for the brand and why ‘Buy Less Buy Better’ is always best.