A clothing label that considers the lifespan of our clothes and encourages you to wear an item of clothing at least 30 times.

On average a person in the UK wears a piece of clothing only 7 times.

We all need to wear more of the items that we already own.

By cutting away a stitch on the label each time you wear the item, it allows you to keep track of the number of times the garment has been worn. Buy less and wear more.