ABOUT US
Getting started
We’re Rich and Linda - partners in life, and now building something that matters.
Our journey started with a brave decision: we sold everything we owned to follow our passion for sportswear and making a difference in the world.
Linda’s all about people. She’s led teams and developed digital products and is now behind the scenes helping run the operations.
Rich started in aerospace engineering which it turns out is useful when you're figuring out how to construct a technical garment and fix the machines. He taught himself to sew, taking short courses, and then figured out pattern cutting, and how to set up a studio from scratch.
We’ve learned by doing, fixing, failing, and figuring it out again. While we don’t come from fashion, we’re obsessed with running and swimming, and doing things right.
Tools for iterative improvement
From our studio in Hackney, East London, we set out to make the finest products we possibly can - built with care, craftmanship, and stripped back to what matters.
Sustainability and ethical practices are at the heart of what we do. Every piece is made with respect - for people, for the planet, and for the process. Nothing rushed. Nothing wasted.
Mindfulness drives our process. Every design choice is deliberate, ensuring our products are vibrant, durable, and aligned with our mission to make things right.
But this isn’t just about clothes. It’s about growth. Movement. Telling stories. We’re here to inspire personal progress, in ourselves and others - because if we can make this happen, so can you.
What's behind the name?
It’s rooted in Kaizen—a Japanese philosophy of continuous, incremental improvement. It's about chipping away at the barriers that hold us back. The usual objections. The little things that stop us from starting.
Sometimes it’s just putting on the right kit to get out the door. Sometimes it’s a story, or a conversation, that shifts your mindset. Letting go of the overthinking. Not worrying about things that might not happen. Progress happens bit by bit - mind and body, over time.
Our logo carries that idea too. Five overlapping circles, inspired by Japanese kamon - ancient family crests later also worn by Samurai, it's a symbol of movement and iterative improvement. Always evolving.
If you’re in the area, swing by our studio. See how we make things. Try on some kit. Maybe it will help you take the next step.
Linda + Rich x