Vision

To be respected as one of the most exciting, truly sustainable activewear brands in the world.

Mission

To offer a superior, natural alternative to the sea of mediocre, plastic activewear. Turning sustainable purchase decisions from a guilt-driven compromise, to simply being the most exciting, desirable option in the market.

Principles

• We excite and inspire customers to replace their polyester plastic, rather than ‘guilt-tripping’ them into choosing eco. We’re not moved by mediocre so how can we expect our customers to be?
• Straight-talking and honest - We won’t wrap things up in carefully constructed marketing copy, hide behind jargon or tell you what we think you want to hear. No ‘greenwashing’. We’re here to build trust and lay a genuine, solid foundation upon which to build our brand. 
• Humans do business with humans. We’ll speak to you like one, as a passionate friend.
• We have confidence without arrogance - we’re self assured. We stand firm in our belief that there are better ways to do things. We know what we are here to do - we have big plans but we’ll always keep our feet firmly on the ground.
• Lightness is infectious. We’re serious about what we do but don’t think we’re dull. We have a sense of humour which shines through at the right moments. Never silly, always smart, often surprising. We remember people and brands that make us feel good. It’s how connect with our audience and the thing that will set us apart from the corporate players.
• No cutting corners, because cut corners mean sacrificing our ideals, adjusting our ethics and quality. There’s enough of that out there. The artificially low, fast fashion prices we’ve become accustomed to are at odds with the high quality experiences we all want. It’s just that simple. The outcome when we get this right, is worth it, a thousand times over.