A letter from fff

dear you,

if you're reading this, you're probably tired of the same things we were.

tired of clothes designed to fall apart. tired of new drops that are just last month's drop in a different font. tired of walking into a room and seeing your outfit on three other people. tired of an industry that fills landfills faster than wardrobes.

and the culprit? fast fashion. one of the biggest polluters on the planet. mass-production of clothes made to be worn twice and dumped.

so we went the other way. vintage, preloved. clothes made to be kept, pieces with a past life. wearing them was never just about clothes though — it's a mindset. which brings us to the word everyone keeps getting wrong.

indie was never a genre. it's a refusal. it's not asking permission to be what you are and who you are. it's in the garage bands, the skate crews, the street dancers, the bedroom producers. that's the indie we mean. that's the indie we dress. the people who express themselves in what they do and refuse to dress like a copy of a copy. if that's you — you were one of us before you even found fff.

f*ck fast fashion. welcome to the revolution.

signed by,

the 2 dreamers behind it all, @notomwan and @m.miixhelle