Black Friday is a dark day.

It warps our perception of what’s valuable and important.

We find ourselves buying things because they’re reduced.

Not because we love them.

Or buying people Christmas presents because they're discounted.

Not because it's what they want.

“Blue is their favourite colour but the green’s going cheap.”

We’re swayed by price, when we should be focused on quality and craft.

And selling a jumper for £10 means a reduction in both.

Someone, somewhere will be getting a raw deal.

Today, our collection is as beautifully-made and honestly-priced as yesterday.

That’s what the people behind our clothes deserve.

And the people who wear them.

Today, we step out of Black Friday and into the light.