T-shirts! What’s there to say about t-shirts that has not already been said? It’s a t-shirt, it’s a t-shirt, and a t-shirt! Those were my exact thoughts when I got the invitation to the launch of Run and Fell a t-shirt brand opening a pop-up store in Chelsea, London.
I was convinced there was nothing new for me to learn and write about when it comes to t-shirts. In fact the Style and fashion aspect to my blog is focused on the dapper and dandy look which has no place for t-shirts. Well at least that was what I thought before I read the entire invitation which went on to state the uniqueness of this brand. Simply put, I was wrong.
“The unique concept behind the pop-up store involves directly connecting the customer with the manufacturing process. Customers are becoming increasingly aware and discerning when it comes to the ethics of the Fashion industry. The “big idea” for the RUN&FELL pop-up is to promote ethical garment production, and to enable customers to engage with and explore elements of the production process first hand” said Naomi Jackson (designer and owner of Run and Fell) in her email to me. I don’t know about you but this got my attention. Run and Fell seem to have stepped away from the usual manic consumerism everyone is used to where items of clothing are churn out with little or no regard for the process or the material used to create them. I mean we have all heard of the chaotic and sometimes dangerous conditions (branded sweatshop) in which many items of clothing were made from around the world. Run and Fell’s ethos couldn’t have been further away from this. Phew, what a breath of fresh air. I mean don’t get me wrong, I am sure you would have heard of other brands promoting the ethical side of their business but for a brand to actually be so keen as to draw their customers into the intricate process of how the garment is produced is commendable. To me, this demonstrates care and pride in the product.
Another aspect of Run and Fell that really spoke to me is the fact that the brand is proudly and unapologetically British. Many brands have in the past spent millions on repackaging their products as foreign before going back to the country of origin to give them a luxurious or exotic feel. Run and Fell does not only fly the British flag, it also proudly incorporate the local spirit and history of Manchester “our roots are threaded deep into the creative heart of the cotton city, “Cottonopolis” itself” as stated in their story.
Speaking to Naomi during the evening of the Launch, it was obvious that Run and Fell is not just another brand aiming to make a few quid from the sale of a few t-shirt but was committed to creating a piece of garment she truly believed in. The passion and standards she spoke with was in line with the physical product I had in my hand. The texture was one of quality whiles the designs channelled originality and creativity.
Run and Fell is a great example of a sustainable ethical garment brand with an attitude of substance and integrity over everything else.
Listen, its summer and everyone needs a t-shirt so head over to Run and Fell’s online store and make yourself a purchase you will be happy with.