THE BIG INT VEW


FAST FASHION IS DAMAGING THE ENVIRONMENT, PUTTING


❝ RESPONSIBLE


BRANDS OUT OF BUSINESS AND RIPPING OFF CONSUMERS


NTERVIIEW


Above and below: Tom Cridland's first store, on the King's Road in London Inspired by American e-commerce


companies like Harry’s and Greats Brand, Tom has always wanted to run his own business. “I started the Tom Cridland brand because I wanted to do something entrepreneurial. I wanted to make a beautiful, simple product and offer it direct to consumers online in an interesting, innovative manner. I began specialising in men’s trousers and it got


off the ground when we had the chance to make them for some big names like Leonardo DiCaprio and Daniel Craig. That initial buzz gave me the confidence to develop my idea for the 30 Year Collection and, when that took off, I had the resources and freedom to pursue a number of creative ventures, including our focus on sustainability.” A particular bone of contention for Tom


is the increasingly popular Christmas jumper, with one survey revealing one


in three people under 35 purchase a new one every year. “That’s just ridiculous, isn’t it,” says Tom. “That’s why we came up with the 30-year Christmas sweatshirt. It’s handcrafted out of Italian cotton and backed with our 30-year guarantee. Your favourite Yuletide


jumper for decades to come…”


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