We are a London-based womenswear brand, with a focus on environmental, ethical and sustainable style. Our clothes are designed for good.
Meet Baukjen de Swaan Arons
I’m Baukjen, Founder and Creative Director. I was born in Amsterdam and raised in London where I still live. I’m married to Geoff who is also my co-founder and together we have 3 kids; Oliver, Sebastian and Pippa. The kids grew up with the business, often helping out in their holidays. We also have two dogs, Popcorn (mum) and Chief (son).
Our mission is to put our customers and people at the heart of everything we do; through the timeless, carefully crafted designs that empower women to be their best selves every day, and our determination to drive lasting positive change in a damaging industry – through sustainable practices, recycling of garments and fabrics and a commitment to a more ethical supply chain
Planet & People
We are champions of slow fashion, caring for people and the planet, and campaigning for change. From supporting poverty-stricken areas, to drastically reducing our carbon emissions, we are committed to disrupting the fast fashion model whilst still supporting small-scale facilities
We celebrate slow fashion. Our clothes are timeless, crafted using the best quality materials and made to last. We empower women to be their very best and give them confidence when they need it
We design and produce our clothing using responsible practices that take into account environmental, social and ethical implications, while offering complete transparency. We provide insight into the sustainable attributes for each item in our collection in order to allow you to make an informed choices when it comes to buying fashion
There are many personalities and people behind our brand. From the team in London and in our warehouse, to the factories in Portugal – core to our success are the people behind it
Our imprint on the world matters. We are always aiming to increase our offer of eco-friendly fabrics. Most of the fabrics we use are derived from natural fibres that biodegrade much faster without releasing harmful chemicals into the environment
In 2018 we became the first premium UK fashion retailer to eradicate plastics from our packaging. Made predominantly from 100% recycled materials, our packaging is 100% recyclable and biodegradable as well.
Meet The Team
Our team is important to us. We spend a lot of time working and that’s why we make it a priority to be in an environment that inspires, stimulates and supports