I've just brought the Always Wear Red Instagram page back to life. With Rojin Yarahmadi.

You can follow, here: https://www.instagram.com/alwayswearred/.

Our page won't be like a fashion brand page in the purest sense.

Because I don't want to be a fashion brand in the purest sense.

So I am afraid that I will rattle on about sustainability and world kindness.

And gender neutrality (so you can share everything we ever make).

And zero waste (we hand knit tiny batches only only).

And season-less design (classic lasts - fashion doesn't).

And a unique buy-back facility so our zero waste policy extends way beyond the purchase (we'll buy back, refurbish and resell any AWR hand knit - for ever).

There are no fish-gobbed, size 6, 18 year old models looking miserable in car parks on our Instagram either, I'm afraid.

And we're far too slow and world kind / sustainability obsessed to be a 'proper' fashion brand anyway.

We're definitely not cheap.

We're bloody expensive, in fact.

But the value stays in because we can't get anywhere near the 5x to 9x mark-up that big fashion brands work to.

So there we go.

Always Wear Red.

World Class Clothing Brand.

Shit Fashion Brand.

(Good slogan that... 'might use it).