In December 2020 we stopped selling all our threads (t-shirts, jumpers, etc).
The year had been surprisingly good in terms of people buying our stuff (thank you).
But we weren’t sure our clothing was really up to the standard of our books and other stuff.
And, it was being sent out in far too much packaging.
Here’s why we stopped and how we are improving what we do.
Chapter 1: Stupid brave decisions
Previously, we were using a print-on-demand service to fulfil all our threads sales. This seemed like a great way to get things rolling without a big outlay, and the service was efficient.
The garments were decent enough, printing good, and environmental credentials mostly OK (except the excessive packaging and individual parcels being sent out).
We were never fully in control of the processes involved in production.
Improving and reducing packaging weren’t options. Recycled materials weren’t available. We couldn’t guarantee renewable energy was being used in production. And occasionally the quality would waver.
This grated a bit.
We only ever want to make the best possible products. Never want to sell any old crap for profit. And we didn’t really expect to sell many threads but, before we knew it, they were flying out the door (relatively speaking – we’re still tiny, and every purchase helps us keep the lights on).
So, we made a brave or stupid decision (depends who you ask).
Chapter 2: Reverse business sense
Just before Christmas (i.e. when we were selling the most stuff), we removed from our website all the products being fulfilled from the on-demand service.
That was it. Revenue taps turned off. No more sales. All that momentum we’d built over the course of the year – now we were stopped in our tracks.
Slightly illogical in terms of standard business sense. But in our view, something to be proud of.
You shouldn’t sell something you don’t fully believe in.
Chapter 3: Making things better
Since then, we’ve been working hard behind the scenes to start from scratch with our clothing.
We know it can go somewhere and want to take it far.
Sturdy plans need solid footing.
As we begin to relaunch our threads, this is how we’ve improved:
Chapter 4: Our future
We’ll be adding new items slowly but surely.
We’d love it if you’d keep an eye on what we’re doing and support us through considered purchases.
We hope our stuff will inspire you to get out on a bike.
FOUNDER-DIRECTOR: James McKnight
CO-DIRECTOR: Ben Winder
CO-DIRECTOR: Mike Rose
CO-DIRECTOR: Victor Lucas
CREATIVE DIRECTOR: Chris Jones
DOOD OF DOODLES: Jon Gregory
Morgane Charre: Research
Harriet Jones: Management
Sven Martin: Photography
Boris Beyer: Photography
Sebastian Schieck: Photography
John Parkin: Legendary
Ric McLaughlin, Paul Aston, Lauren Jenkins, Tom Caldwell, Chris Kilmurray, Kerstin Kauffmann, Chris Jackson, Pedro Ballin, Alan
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