an idea or opinion produced by thinking or occurring suddenly in the mind.
the action or process of thinking.
A while ago in a social media post, I called Thought my "brand crush", although now, after wearing their pieces for a few weeks, interacting with the staff, and reading more in depth about the heart behind their brand, "crush" seems to be an understatement.
The word "thought" is a bit all encompassing, and I believe the brand chose that word for their new moniker, with all of its depth and weight, with great intention. Although I've worked with a lot of amazing brands who I truly believe are practicing ethically and carefully, I've been impressed time and time again with truly how much thought goes into the work Thought does.
You might know them by another name, however. Since their founding more than ten years ago, the brand was known as Braintree Clothing. Known for their easy to wear designs and classic, ethically made pieces, Braintree was originally a menswear line that branched into women's clothing in 2005.
They've been growing ever since and now, with their collections sold in over 1,000 stores worldwide and their online community reaching even further, Braintree has adapted a new name to encompass their ever-improving, ever-evolving brand.
Everything, from their materials, to their packaging, to their curated blog on their website, to their interaction with their customers is thoughtful, designed to leave a positive impact on everyone their brand touches. And I can say from experience that they do.
Thought is still a small business, despite their success. A team of only 20 people run the in's and out's of the brand from a collection of offices in North London. Inspiring — just like "brand crush" — is putting it lightly.
Their newly released SS17 collection doesn't disappoint. In these photos I'm wearing the Irena tunic — a wool printed tunic that is thick, durable, soft, and incredibly comfortable, the Saskia hemp cropped cardigan in terracotta — a lightweight cardigan that feels delicate but still heavy enough to wear during chili weather, and the Annabel hemp knit top in terracotta — a lightweight sweater with gorgeous cutout detailing and slightly cropped sleeves.
This is only a small sampling of their new collection, however. Each piece is equally as beautiful and I have my eye on a few more to add to my Thought collection.
Thought uses fabrics that are as gentle to your skin as they are to the planet — primarily bamboo, hemp, wool, organic cotton, tencel, rayon and recycled polyester — and one touch of their clothing makes it obvious that a great deal of care went into creating it. Their motto of "wear me, love me, mend me, pass me on" is truly slow fashion (and slow living) at it's best.
Although it's safe to say that my "brand crush" is still going strong, I think my feelings have matured into a deep appreciation for their methods and a feeling of obligation to support and spread the word about the amazing work that Thought is doing.
If creating an intentional, well-designed, curated wardrobe full of pieces you feel great in and can wear for years to come is your goal, let Thought be your new go-to ethical shop. They're truly changing the way fashion is done, and that is a mission worth supporting.
***To get your collection started, use the code LIV10 for 10% off your entire order! (Offer valid on orders placed before April 24th 2017).***
*This post is sponsored by Thought. As always, all reviews are sincere and SL&Co. only promotes brands we've actually tried and love. Thank you for supporting the brands that make this site (and a conscious life) possible.
**To see more of Ian's photography, check out his website here.