The 24/7 Trouser | Chocolate BrownSmalls
“It’s all about changing traditional perceptions of wool and the way we wear it...also, about buying less and choosing well, to quote Vivienne Westwood!”
Cat Pharo, co-founder, Smalls
SMALLS launched in Selfridges July 2014 with a mission to make wool cool for kids again. But that wasn’t their only mission. How they made Smalls, and the values behind it were and remain as important to them as the finished article.
‘Slow Fashion’ is at the heart of everything Smalls do. ‘Slow’ to them means buying less and choosing well. They create gender-neutral merino garments that have genuine longevity and traceable provenance, all the dots carefully joined, from farm to fashion.