Our Story

“Who’d have thought that the tiny collection of shirts we first designed in Sydney would lead us here? Not us. We feel very fortunate.”

Cheese Plant

From Our Founders

Thought hasn’t appeared overnight. It’s taken many a rolled up sleeve, late nights, and steely determination.

Our love for natural and sustainable fabrics is where everything began. The first styles we made were simple. We were eager to show the beauty of these kinder yarns so didn’t overcomplicate our designs.

We discovered the yarns really came into their own when carefully cut and sewn as the simplest of tunic dresses, a classic shirt. More designs that let this raw beauty come through are what happened next.

Today, there’s still a simplicity in silhouette that we haven’t lost. It’s what brings an air of timelessness and wearability to our pieces.

John & Rachel

Cheese Plant
“It’s about the whole journey for us.”

The Journey So Far

John and his friend David are in Australia and want to combat the heat with cool, natural clothing. They make the first garments – 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.
Known at the time as Braintree Clothing, John took what had grown to become the beginnings of a 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.
After a fast period of natural growth, our first website was up and running. And with our own office and a warehouse we launched a womenswear collection and the team started to expand. Rachel joined, bringing with her a sense of wanderlust and tenacious desire to work in the fashion industry. She had been working with a small Australian brand. There she had been doing anything and everything she could to learn what it took to be part of a happy, successful business.
Rachel started developing our collections further; pushing their creative edge. She now heads up a group of incredible people at Thought. People we’re proud to call our team. They share the same vision: that contemporary fashion and sustainability go hand-in-hand. And each season, the team craft thoughtful, contemporary pieces. Pieces that are effortless to wear and sustainably made. Pieces designed to be love-forever classics.
A milestone year – 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.
We continue to evolve our collections. Always being mindful to make even the tiniest of tweaks to improve everything we do. Small changes really can make a big difference.

Find us Far and Wide

As an independent business, we’re very proud to have grown organically across the UK, Europe and the rest of the world.

We work with stockists that share our mission to live more thoughtfully by shopping sustainable, designed-to-last style.

Thought Fashion
Westgate House
149 Roman Way
London, N7 8XH
Clothes Rail Thought Display