We don’t believe you should have to sacrifice your tomorrow to look good today. We can’t afford fast fashion, so we’re asking some big questions, like: “What about a clothing company that doesn’t produce any clothes?” And trying some bigger ideas to tackle fashions ever growing waste problem.

We offer a unique range of mens and women's clothing, designer streetwear and one-off vintage pieces. We want to decrease the number of new clothes made, reducing the environmental impact. We do this by keeping clothes in circulation by sourcing dead stock clothing and fabrics, reworking and reimagining them into new special items for new a life. So let’s heal the planet, have fun and rediscover the magic of fashion, only buying clothes that will last. No more fast fashion. No more waste!

Stuart Trevor at London Fashion week with THIS IS ICON at Troxy London, in collaboration with Flow Models.