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Our story starts with friends David and John in the heat of Australia in 1995. And their desire to wear natural, cool clothing. The first clothing was simple – a capsule collection of men’s shirts and beachwear made of sustainable ramie and hemp. The duo’s honest, down-to-earth personalities and sustainable sourcing was refreshing.

In 2002 John took the fledgling brand to the UK. He opened pop-up shops on London’s famous Portobello Road and at Camden Lock market. With countless phone calls and hard work, a flurry of independent boutiques soon stocked the growing collection.


By 2005 we had our first website, our own office, and a warehouse. And natural growth soon meant a womenswear collection. Plus, a bigger, just as down-to-earth team – including Rachel. Rachel has always had a wanderlust and a tenacious desire to work in the fashion industry. Her first experience was with a small Australian fashion brand. She did anything and everything she could to learn what it took to be part of a happy, successful business.

In 2008, Rachel started developing our collections further; pushing their creative edge. She now heads up the group of incredible people here. People we’re proud to call our design team. They share the same vision: that contemporary fashion and sustainability go hand-in-hand. And each season, the team craft thoughtful, contemporary pieces for men and women. Pieces that are effortless to wear and sustainably made. Pieces designed to be love-forever classics.


Today you’ll find our collection in over 1,000 shops all over the world. We’re proud of who we are, what we do and how we do it. As ever, hard work, determination and luck have helped us innovate. And to evolve as a brand as well as industry innovators.

We’re still a small business; with around 30 of us working at our offices in North London. We all work together as a team to help build and grow a very exciting future.


In 2017 we changed our name from Braintree Clothing to Thought. It was a natural move to reflect how we’ve grown and evolved – and to capture the essence of everything we do.

John, owner of Thought Co.