It sits in wardrobes instead.
Because we're indifferent to it.
70% of the world's clothing gets burnt or buried within 3 years.
30% of the world's clothing never reaches a consumer because it's out of season.
So that's burnt or buried, too.
So does the world really need another clothing brand?
Well, if the brand has world-leading world-kind credentials, and actually tries to change the way people buy clothing - then yes.
Always Wear Red trace production and people right back to the sheep in the fields.
Organic sheep rearing and the protection of natural habitat is important to us.
And no mulesing, the painful treatment that many sheep are subjected to in the name of hygiene.
There's minimal waste throughout the supply chain.
And maker efficiency is good for the environment and for the consumer, because it locks-in value.
Production is chemical free, there are zero emissions and the yarn makers themselves are protected from harmful chemicals and processes.
And Always Wear Red is focused on being world kind in everything we do, so that includes packaging, labelling and couriering also.
And as Always Wear Red has a unique buy-back option - we buy back any original, numbered hand knit we ever sell at any time whatsoever - there's no waste further down the line either.
We're not perfect.
But we're getting there.