Why Always Wear Red Exists.
Always Wear Red was born to create clothing for the most important time of your life. Your downtime.
A huge, heavy, hand knitted hug is the best clothing for your downtime - bar none.
A world class hand knit is self-care you wear. A reminder that downtime is not something to shoehorn into life. Downtime is life.
Here's how The Always Wear Red Unique Ecosystem Works. In 2 steps.
STEP 1. You buy a uniquely numbered, Limited Edition piece from Always Wear Red. You are listed as the unique owner at the Always Wear Red website.
STEP 2. Anyone can bid on your hand knit at any time. If you choose to sell, we take care of everything. AWR takes 20% of the bid price you accept. 20% goes to charity. And the remaining 60% goes to you, the seller. The new owner is listed at the Always Wear Red website. And so it goes on.
We are driven by what we make actually being worn. And we are intrigued by the notion that worn clothing becomes increasingly storyful, characterful, interesting - and valuable.
Might this happen?
Always Wear Red 'Scarf S10' is bought by Owner 1 for £500.
Owner 1 accepts a £1,000 bid for 'Scarf S10'. AWR receives £200, charity receives £200, Owner 1 receives £600.
Owner 2 accepts a £1,500 bid for 'Scarf S10'. AWR receives £300, charity receives £300, Owner 2 receives £900.
Owner 3 accepts a £2,000 bid for 'Scarf S10'. AWR receives £400, charity receives £400, Owner 3 receives £1,200.
...Let's find out.
Why Hand Knits?
Three reasons. Downtime, Category Leadership & Craft, and Sustainability.
Always Wear Red was born to create clothing for the most important time of your life. Your downtime. A huge, heavy, hand knitted hug is the best clothing for your downtime - bar none. A world class hand knit is self-care you wear. A reminder that downtime is not something to shoehorn into life. Downtime is life.
2. Category Leadership & Craft.
World class hand knitting is hard. Most brands don't commit. They dabble. Or they cut corners.
We went all in. We chased perfection. We craved 'best In category'.
Unique pattern development is expensive and time consuming. Hand knitting is slow. It's impossible to scale quickly. And costs are high when you pay the UK's best hand knitters up to twice the average market rate. But we did all of that anyway.
We couldn't find any brand that committed in the right way in all areas, whilst staying true to their values. So we thought it may as well be us.
And we love the craft of the hand knitter. It's romantic. Every click-click-click is audible. You watch each garment grow - slowly - in the hands of the maker.
In a world where fashion brands are turned on by making identical garments as quickly and as easily as possible, we move in completely the opposite direction.
The best 100% Italian Merino Wool is antimicrobial so never actually needs to be washed. This saves time, water - and the planet. And our unique Ecosystem means we focus way beyond the sale. We're a bad fashion brand because, to us, chasing growth for the sake of growth is part of the problem with fashion.
We don't measure success by how much we sell. But by how often we are worn.
Here's Why Continually Chasing Speed and Exponential Sales in Fashion is a Bad Thing.
About 30% of all clothing created never ever reaches the market, considered unfashionable or out of season.
About 70% of all clothing becomes landfill or is incinerated within 3 years of being sold.
About 90% of all clothing bought is not worn regularly by its owner.
We don't need to make more clothing.
We need to make clothing more people want to actually wear.
We'll build a great relationship with a great, appropriate charity soon.
Information will appear here.
All accrued income will be passed on.