The clothing had to be honest enough to carry it.
Truthware started as a question, not a product line: what would it take for clothing to interrupt autopilot? Not with a slogan, but with a line that lands once and keeps working after you've read it.
The phrases came first. The garments are how they reach you. Each one creates an opportunitiy to shift your lens, the rest is up to you.
None of that holds if the materials underneath aren't honest about where they came from. So the fibre is grown and sourced close to home, and finished by people we know.
Fibre grown locally and sustainably, season by season.
Raw fibre spun into yarn close to where it's grown.
Coloured in small batches, with care for what runs downstream.
Cut and finished by hand, piece by piece.
Occasional, not weekly. 10% off your first order when you join.