INTERVIEW


THE BIG


appealing and to get consumers to treat fashion as less disposable,” he explains. “We also aimed to lead an industry trend to protect natural resources by making durable clothing. The 30-year guarantee is no gimmick and invokes a bygone era when clothing was made with care. “We came up with the 30-year figure


with our seamstresses in Portugal who have been making beautiful clothing since 1964 and showed us garments made in the 70s that were still in perfect condition. Ours isn’t the first T-shirt that will last 30 years but it is the first that’s been guaranteed for that length of time and that is what’s important. This is a pledge from us to our customers that we’re making truly durable clothing to the highest standard and hopefully that should encourage them to treasure it. Should anything happen to their garment within 30 years, we will repair or replace it free of charge. It’s the antidote to throwaway fashion.”


❝ 32 SME


TOM PUTS A LOT OF THE COMPANY’S SUCCESS DOWN TO HIS CLOSE WORKING RELATIONSHIP WITH GIRLFRIEND DEBS WHO HE MET WHEN THEY WERE TEENAGERS AT UNIVERSITY IN BRISTOL


www.smeweb.com


“We aim to protect natural resources by making durable clothing," says Tom


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