What it costs

Fifty-five pounds for the hoodie. Twenty-eight for the tee. Sixty-eight and thirty-six for drop pieces. The same price every year. No sale, ever.

When most people buy clothing, they think they are paying for the garment. They aren't. They are paying for an entire production system: marketing, warehousing, markdowns, the unsold seasonal stock that gets written off, the photoshoots, the agency, the influencer fees, the sample sales. The actual cloth costs somewhere between five and twenty percent of the price tag.

Our prices are not low. We are not interested in being the cheapest brand you have heard of. The price reflects the cloth and the work, not a marketing budget.

The breakdown

For the £55 hoodie, the rough cost structure is:

• The cloth, dyed, cut, sewn, finished, with proper construction: ~£17
• The print, water-based, on drop pieces (basics carry no print): ~£3
• Production partner overhead and capacity: ~£5
• The parcel and shipping (subsidised within UK): ~£6
• Card payment and platform fees: ~£3
• The studio's time and the overheads of running a small business: ~£15
• Tax: the rest

Nothing in that list is a slush fund for paid marketing, warehouse rent, or markdown writedowns. The studio runs lean because it is built to.

Why we don't charge more

We could. A 430gsm hoodie at this construction quality, with this story, would land at £85 to £110 at most premium independent brands. We chose £55 because we wanted the brand to be reachable for the kind of person we are making it for: not finance bonus money, not a grant from a parent. A working person should be able to own a piece without thinking too hard about it.

That is partly a values decision and partly a market decision. The brand is more interesting if it sits in the middle lane that nobody else occupies. £55 is the middle lane.

Why we don't charge less

Anything cheaper means cutting corners we are not willing to cut. A £35 hoodie at this weight would mean lighter cloth, plastisol prints, shorter cuffs, no neck taping, and a margin so thin the studio could not survive a quiet month. We are not interested in being a £35 brand.

The drop premium

Drop pieces cost more — £68 hoodie, £36 tee. The premium covers the additional design work for the graphic, the longer print setup, and the once-only nature of the run. It is also the brand's signal that the drops are different from the basics. The basics are the everyday wardrobe. The drops are the specific moments.

What the price stays at

Forever. The price will not rise during a launch week. The price will not fall during a Black Friday weekend. The price will not be discounted to clear stock — there is no stock to clear. The number on the website is the number you pay.

We are not the cheapest. We are not the most expensive. We are trying to be the right one.