The colours

Five colours per garment. Three shared across both pieces. Two unique to each. All five pulled from autumn.

The palette is small on purpose. A typical clothing brand offers twenty colours per garment per season, releases new colours four times a year, and asks the customer to perform a continuous decision about what to buy next. We do not want that conversation. We picked five colours we wanted to wear, and we made them permanent.

The thinking

A colour palette is a brand decision more than an aesthetic decision. The wider the palette, the wider the audience the brand is trying to capture. The narrower the palette, the more confident the brand is in who it is for.

We are not making clothes for everyone. Our palette is narrow because it is for the kind of person who keeps a coat for ten years, has a favourite chair, reads a paperback in the four o'clock hour, and walks in October weather without complaining. That person does not want a neon-yellow hoodie. They want five colours that look like the inside of an autumn afternoon.

So that is what we made.

What the colours are like

We have not named the colours publicly yet. The names come at launch, with the first piece in your hands. What we can say is the territory: deep neutrals pulled from late autumn weather and indoor warmth. Wet sand at low tide. Fog at noon. Wet pavement and chimneys. October leaves and hearth coals. The dark sky in January.

Three of the five sit on both garments. Two sit only on the hoodie. Two sit only on the tee. None of them are bright. None of them compete for attention.

What this lets the brand do

A small palette lets us produce more carefully. Five colours per garment means the studio knows the cloth deeply for each one — how it dyes, how it ages, how it photographs in November light, how it sits next to the other four in a wardrobe.

A small palette also lets the customer commit. You are not buying into an evolving collection. You are buying one of five colours that will still be made in 2031, can be replaced if it wears out, and can be added to gradually over years. The hoodie you bought in October 2026 will match the hoodie you buy in October 2029.

What we will never make

A bright orange hoodie. A pastel pink tee. Anything that calls itself a "summer colour." Anything pitched as a limited seasonal release inside the permanent range. The palette is the palette. New ranges live in the monthly drops.

The drops are where colour can be more adventurous — a single new colour released for thirty days, then retired permanently. But the permanent range stays steady. Five colours, indefinitely. The brand's reliability is part of the brand.