Fed-up that your jumpers are constantly falling apart? Can’t stand the thought of traipsing around the shops looking for new T-shirts? A designer from Parsons Green has started selling tops which should last you until 2046!
Tom Cridland has opened his eponymous store in King’s Road, Chelsea and says he is trying to challenge the concept of fast fashion by creating quality clothing made to last.
He is selling the 30 Year Sweatshirt and T-shirt to help highlight the serious issues in the fashion industry, where clothes either fall apart or are dumped while still possessing plenty of wear.
Tom said: “We want to protect natural resources and the environment, and we’re trying to make people's assumptions of fashion more long term.
“There is no major secret to making a sweatshirt with comes with a 30 year guarantee. The clothes are well made with good material.
“We’re not the first people to do this, but we are evoking a bygone ages when clothes were made with care. These are a similar standard to what you would find in Bond Street, but not at their prices.
“We take into account people are going to have a 30 year guarantee so there can’t be any shrinking or piling.”
Feedback has been good. Tom has been trading online for 12 months and opened his store at the beginning of the year. His self-titled brand of clothes are already worn by the likes of Leonardo DiCaprio, Hugh Grant, Stephen Fry, Daniel Craig , Ben Stiller, Jeremy Piven, Rod Stewart, Brandon Flowers, Robbie Williams, Nile Rodgers , Michael Portillo, Stephen Merchant, Frankie Valli and the Elton John Band.
He continued: “You hear a lot about ‘built-in obsolescence in the fashion industry and I didn’t want my clothing to have that. I wanted to make the point that clothing should be durable.”
And he hopes business continues to progress well in the future. He said: “We’ve been going a year and I’m really pleased and overwhelmed with how things have gone.
“We are planning on testing this resale space for a couple of months, but the majority of business will be online. However, I am a Fulham local and it’s great to have a physical location and have an HQ for the business locally.”
His 30 Year T-shirts sell at £35, with sweatshirts costing £65.