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Washed In Surf

  • Posted by ruben
  • 9 September 2010

For years we’ve searched for a way of offering different shades of our organic denim – our customers ask for lighter washes all the time (I guess there are only so many pairs of dark indigo jeans a wardrobe can take).

The truth is, we always struggled to find a process that didn't involve silly stuff like chemicals, bleach or enzyme washes, or blasting them with sand to lighten the colour – as well as being harmful, these methods can often weaken the fabric. Though these may be the industry standard way of doing things, it's just not our way of doing things.

Then we discovered a new technique, involving nothing more than washing the denim in pure deep sea salt.

During this process, seawater from a depth of around 350 meters is pumped from Cape Muroto in Japan. From that fresh, bacteria-free water, the equally pure sea salt is extracted and used to wash the jeans. It's those coarse microscopic granules that perform the magic here, gently agitating the fabric and slowly removing some of the indigo dye.

This wash gives the denim a lighter colour and the jeans a softer, slightly worn feel, without affecting the strength of the fabric... Naturally. Now that's more like our way of doing things.

See the jeans here - Men's or Women's

Lydia loves

  • Posted by howies
  • 8 September 2010


Lydia loves the sloucher tee,  its our new super soft and silky merino t-shirt.

You see its not just merino, it has merino knitted on the ouside and Modal on the inside next to your skin.

The Modal feels like silk and has very similar properties to merino, antibacterial, moisture wicking and temperature regulating.

Its made from beech trees and the whole manufacturing process of the fibre is fantastic, its very clean with no harmful waste products, it doesn't use tons of water like the old fashioned cellulosic fibre, the trees are grown sustainably and the final fibre is biodegradable.

So if you have sensitive skin and find the merino itchy, this could be for you.

Lydia said she isn't going to take it off, good job its merino modal and non smelly.

T-Shirt of the Week – No Gears

  • Posted by ruben
  • 2 September 2010

No Gears T-shirt of the week

This Weeks T-Shirt of the Week is 'No Gears' by No Gears Bristol

No Gears is a group of like-minded cyclists who live and ride in Bristol.

From premiering some of the best cycle films in the world, to curating bike-based
art shows, they have a love for anything with two wheels.

No Gears designed this t-shirt to commemorate the 2010 Bristol Bike Week.

Click Here for the Men's
Click Here for the Women's

a good days work

  • Posted by ade
  • 2 September 2010

Yesterday I tripped upto Manchester to see Oi Poloi to show them the new Spring/Summer range for 2011.

I had 3 huge bags to show them so it was a driving mission, but this means passing up through North Wales and mountains.

Which also means Cader Idris on the way home. The run is from 300ft to 2854ft and back in 7 miles.

4pm I parked up, hid all my stuff round the car. Put on shorts, shoes and merino, stretched and plodded off to the steps.

The first few hundred feet are steps and stones that need a slow constant warming pace.

By the top of these I am drenched in sweat, breathing to the bottom of my lungs and my legs are burning.

The steps stop, the mountain still climbs on rocks, gravel and grass. The sun is in my eyes, my shades are off as the lenses are already sweat stained. I tap out a constant pace. I pass all the walkers coming off the hill to go home.

I try to thank them for moving aside but my breathing is too hard and I am beginning to descend into that level of concentration you need when pushing beyond.

I reach the lake and decide that today is the day to go right to the top, round and down. But I have bought no water or food.

The climb from the lake really kick. I can run short sections and then others it's marching pushing on my legs. I pass another set of walkers who look at me with questioning faces.

The trail flattens for a short spell and I calm my breathing and concentrate hard on a smooth pace.

I run, march, run, march up and up feeling the onset of dehydration. When I look back this was the toughest bit. I run a sentence through my head over and over asking the next walkers if I can have some of their water. Will I ask, won't I ask?  The last people thought I was mad. Who wants to speak to a sweating runner in the wilds.

No one comes along. I see bilberry bushes along the trail that all seem bare. I search harder and find that bushes in the shade of rocks have fruit. I eat every one I find no matter how ripe.  50 berries kick in. Pace rises.

I see the top with a ladder over a fence where I stop and look at the view. 44 minutes.  I look down to the lake and rejoice.

I then look along the ridge and see I still have a decent and another climb. A big climb. To higher than where I am.

I am not at the top.

I am super hot, vision is blurred and my hands feel tight and cramp like. And I am not at the top. I am a long way off and this knocks me.

I have a very long steep decent followed by a sharp climb. People are coming down and I can only just see them. Should I continue. Will going on be harder than going back. I can't get this far and not do this. Now or never.

Top off, volume up, wipe face and down the slope. It is really steep and loose and I have trouble slowing down. I am worrying about injury and my ability to get round and I am making mistakes.

I meet the walkers at the bottom of the climb. They all smile and say hi and I cannot bring myself to ask for water. Am I embarrassed about being so far out and so unprepared?

I start the last climb. I can't run, but I maintain my fast march. I look for bilberries but up this high there is nothing but rock. I look for pools of water, but the only ones are peaty.

Then there is the last gully to the trig point. It's looks like a greek mountain. And then I am up.

I spend 10 minutes at the top. Absolute silence. Birds are on the floor resting. No wind. The Irish sea to the fore and North Wales behind. There is a rock shelter.

It all come back. My legs. My breath. My confidence. I have done it and now I just have to get back.

I hear voices and decide to descend.

The fist section is over grass. Steep and fast. Rocks appear. Picking a line has to be fast and acurate.

I then enter back into rocks and gravel and the perfect hip hip mix enters the head phones. I pick up the pace across the rocks despite the gradient feeling like vertical and relax into the tune. I dance down the boulders. The more I relax the faster I can be.

There is nothing right now but the rhythm and my rhythm.  I am now flying along and I have shoved the fear of falling away.

I join the path I climbed up on and know it's steps all the way to the car. I pass all the walkers I passed on the climb. I replay the last track and dance the last decent to the car.

On the very last step I stop and whoop.

I am soaked, boiling hot, my knees and ankles are painful, my shoulders and back are stiff but I feel like I won.Further, higher, longer and faster.

And I beat my head.

Washed In Surf

Lovely Sinead just finished the wall display for the new rock salt jeans here at Carnaby Street. It looks pretty darn good.

Always nice to have an artist in the group. You can find more about the new jean washes here for men and here for women, and you can find more of Sinead's work on her website.

T-Shirt of the Week

  • Posted by ruben
  • 26 August 2010

This week's T-shirt of the Week is 'Multitasker'

Modern life has its demands.
So much to do, so little time.
Work, play, family, money and updating your Facebook page.
That's why modern man (but primarily woman)
has become so good at juggling.
It seems it's now the only way we can function.
Just don't drop the ball.

Click Here for the Men's
Click Here for the Women's

new look

  • Posted by ruben
  • 26 August 2010

The internet died a few hours before the Autumn site was due to go live.
Turns out it's hard to run a website when you can't get online.
So Plan B was a 6am start in the Cardigan shop to do the final bits and pieces.
Two sprints across town to HQ to get some files (my best time for the 1GB is 10 minutes)
A rebuilt SQL database and a jury-rigged XML upload.
And we're live. The Autumn clothes are online and you can see the catalogue here.
Hope you like it, it's been fun getting it ready.

New Autumn catalogue out now

  • Posted by ruben
  • 26 August 2010

School starts
Early sunsets
Picking berries
Trees transforming
Eerie mists
Migrating birds
Bonfires burning
Evenings snuggling
Rustling leaves

Autumn is on its way. And so is our new catalogue.

A copy of our full catalogue, or one of our cut-down newspaper versions
should be landing on your doormat any day now.
New jackets, jeans, dresses and knitwear. And the story of our surf team's
trip across Ireland in an old Winnebago.

Alternatively, you can go look at all that stuff on our website, where youíll also find a downloadable PDF version of the catalogue.

Click here for men's
Click here for women's

shooting in the wilderness

  • Posted by howies
  • 24 August 2010

Yesterday I set out with a car full of spring summer 2011 womens collection set for Jo's place near Brechfa.

I met up with Geraint at the dodgy car park on the way and follwed the GPS.

However I had made a bit of a mistake in true Mel style and set the GPS up slightly wrong and we almost ended up in Swansea (we were too busy talking  about clothes and stuff), so we turned around and headed back the way we came before turning off into the Brechfa forest.

The rain poored and the view was white, untill we got to the smaller lanes winding in and out of the valleys, then we we could see bits of mist drifting through the hills.

The roads got smaller and smaller until we went past the post office and up the hill I had seen on the google satellite view, we dropped down the hill, through the ford and up to Jos' studio which is most definitely out in the wilderness..

We poked and proded clothes into the right shape for hours and when we popped out for lunch we met the dogs.

They took a shine to Gerait and jumped all over him, luckily or unluckily he was wearing a howies hoody (don't tell Lisa) which got covered in mud.

Here are the lovely chocolate Labs, they watched us untill the evening when we finished and the sun was shining for the journey home.

Thanks to Jo for coffee, good music, lots of dog talk and your expertise in shooting clothes.

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