Hey everyone, Amanda here.

This is not how we were meant to start the year.

I honestly can’t believe I’m writing this so soon, but we’re out of stock of most of our key styles - again.

We restocked in mid-December with what we thought was a solid, well-planned order. Enough to carry us comfortably through to February, maybe March.

So before anything else, here’s the headline: we’ll be opening pre-orders this Sunday 18th at 7pm, with a two-week delivery window.

Now let me explain why we’re doing that.

From the outside, being out of stock can look like success, but for a brand built on everyday essentials, it’s one of the hardest places to be.

When our key styles are unavailable, it doesn’t just mean missed sales. It means new customers can’t try us. Returning customers can’t replace the pieces they rely on. And momentum - the hardest thing to build - slows down.

Selling out doesn’t feel celebratory, it feels like we’ve fallen out of sync with the people who want to shop with us.

Stock planning is one of the most unforgiving parts of running a fashion brand.

From the moment we place an order, it can take 2–3 months for stock to arrive. Fabric needs to be knitted and dyed. Samples approved. Production scheduled. Garments cut, sewn, checked, packed, and shipped.

And when demand changes quickly, that time lag becomes very real, very fast.

Until now, we’ve been able to manage growth with lean, considered orders. But we’re no longer a small brand deciding what to order - we’re a scaling brand deciding how much risk to take on stock *yelp*. 

We know people love seeing behind the scenes, and honestly, I get it.

Once you understand how much goes into making a single “basic” T-shirt - timelines, minimums, fabrics, certifications - you can’t unsee it. There’s nothing basic about it!

So rather than keeping up appearences, we wanted to show you what it really looks like in the driving seat of a growing brand.

This is our largest restock to date, focused on the styles you’ve been asking for most.

(We also have one new colour dropping too - but more on that later.)

It’s never our preference to open pre-orders - especially with a two-week delivery window.

But to give you a real sense of what demand looks like right now, these are the styles with the biggest waitlist, before pre-orders have even opened:

We’re currently seeing 50–60 new back-in-stock requests every single day. By Sunday, most of these numbers will already be higher.

So we’re trialling a pre-order model - thoughtfully, and for two very specific reasons:

• to give you a fair chance to secure what you’ve been waiting for

• and to meet the deadline for our next production order, so we can get stock in sooner and more accurately

Pre-orders will open Sunday 18th at 7pm, with an estimated two-week delivery window.

Orders won’t ship instantly - and we want to be upfront about that - but this approach allows us to respond to demand responsibly, without rushing decisions or overproducing.

Thank you for sticking with us while we figure this out in real time.

We’re learning, adapting, and growing - and we’re committed to doing it properly, without losing what matters most.

More from us very soon.

All our love,
Amanda & Katie xx