We only do winter

We only do winter.

Five months a year, the studio actively releases. October through February. Seven months a year, it does not. Summer is for other brands. We are not for summer.

This is unusual. Most clothing brands release year-round, because their accounting team needs the cash flow. We accepted from the start that the maths of a small studio is different — and that the maths of a small studio is allowed to be different.

Why winter only

A heavyweight cotton hoodie is a winter object. So is a 305gsm tee under a coat. They are the kind of clothes a person reaches for when the cold returns. They do not make sense in July, and we did not want to spend a third of the year pretending they did.

There is also the matter of the studio's attention. If the studio is releasing twelve months a year, the studio is always making something for the next drop. If the studio is releasing five months a year, the off-months become the months for designing the next year properly. Slowing down the cycle is the only way the cycle stays good.

What this looks like in practice

October. Launch. The first drop of the season runs for thirty days, then closes.

November–February. A new monthly drop opens on the first of each month, runs for thirty days, then closes. Permanent basics remain orderable throughout. If you missed October's drop, the design and colour do not return. They retire.

March–September. The studio is dark, on the consumer-facing side. The website still takes basics orders. No new drops. No emails saying "summer collection." We will not do summer. Behind the scenes, the next year of designs is being made, the next year of colours is being chosen, the next year of cloth is being sourced.

You will hear from us occasionally during the off-months. Mostly through the journal, which keeps writing.

What you can expect us never to do

We will never run a "summer essentials" campaign. We will never release a linen shirt. We will never make a swim short. We will never email you a "we're back from summer break" announcement, because we never went on break — we went into the workshop.

We will never use the warm months to sell off old stock at a discount. We have no old stock. We never made any.

If you want a brand that serves your wardrobe in July, that brand exists, and you should buy from it. If you want a brand that takes the cold months as seriously as you do, you have one.

We will never sell you a linen shirt. That is a promise.