Braintree Clothing rebrands to ‘THOUGHT’

I’ve long been a fan of sustainable fashion brand Braintree Clothing. Made from natural, sustainable and recycled fibres like organic cotton, hemp and bamboo, the whole collection is designed exclusively in-house and offers a contemporary mix of classic garments and accessories that are desirable, wearable and affordable.

This week, Braintree will once again be holding its #thoughtfulfriday campaign – known in general retail terms as ‘Black Friday’.

50% of all sales made through Braintree’s website, www.wearethought.com on Friday 25th November will donated to charity.

This year, the donation will be split between two charities, https://www.refugeecouncil.org.uk/ customers will nominate a second charity from a shortlist which will be announced through their social media channels on the 23rd November.

John Snare, Braintree’s founder said, “Black Friday doesn’t sit well with us as a business but it’s impossible to ignore. This is our way of participating without compromising our values and is a very good opportunity to support some important causes”.

Editor’s Winter Picks

Birnberg organic cotton sweater ~ Organic-denim jeans ~ Renee organic cotton trench coat ~ Ansel bamboo scarf ~ Piper black blue boots from Po-Zu

‘Thoughtful consumerism’

Braintree has also undergone a significant re-brand ready for the SS17 selling season which includes a change to their name.

Their new name ‘Thought’ is part of major re-branding initiative to elevate the business and better align the company’s name with its ethos and the evolution of its design. The business originally formed in Australia, launched in the UK in 2002.

The newly named business ‘Thought’ will continue to focus on expanding its wholesale business, increasing its presence in premium boutiques and large department stores across the UK and Europe.

As part of the re-brand, the business is also re-designing and re-platforming its website. Their new site www.wearethought.com will be ready for the consumer launch of their SS17 collection in early 2017.

John Snare, www.wearethought.com‘s founder and owner explains “These are very exciting times as we take the business to the next phase in its life. Our new name ‘thought’ is built on our celebrated “thoughtful clothing” message and we feel gives us a fresh confidence whilst reflecting our philosophy about ethics and sustainability. In recent years we have really evolved our collections and we believe a new name will allow us to edge further into the contemporary fashion space and build on what we have already established. Initial reactions to our new name from our wholesale customers has all been extremely positive.”      

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