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This is a living manifesto that will change and develop as we grow.


The fashion industry is responsible for 10% of global carbon emissions and this is expected to rise. Every year the fashion industry consumes enough water to meet the needs of five million people. The current linear, produce and dispose model cannot continue without incurring further damage to the planet. To combat this head on, at J A we practice Circular Fashion. Circular Fashion can be defined as a regenerative model in which material input, waste, energy and power are reduced by lengthening product lifecycle, closing or narrowing material and power loops. This is accomplished through enduring design, repair, upkeep, re-use, remanufacturing and recycling.


How we achieve Circularity

  1. We have partnered with LMB Recycling to offer a recovery scheme. You can send us your old or unwanted clothing (from any brand) and we will ensure it stays out of landfill through repair, recycling or remanufacturing and we’ll reward you for doing so. (None of the garments sent to us for recycling are shipped overseas)

  2. Our products are designed for longevity.

  3. We select materials based on their production impact on the environment and their ability to biodegrade or to be recycled.

We only make the essentials to fulfil the basic needs from clothing. No frivolity, No ego.  We understand that the best way to really reduce any environmental impact is not to recycle more but to dispose of and produce less. Which is why we focus on creating garments that last and can be worn throughout the year.

Design Process

Our design process is guided by 5 core principles:

  1. Production on Demand

  2. Aesthetic Lifetime

  3. Environmentally Friendly Materials

  4. Ethical Supply Chain

  5. Technical Durability


We practice radical transparency. We will let you in on every step of a garments journey from where it was made to how much it cost us to make. And if there’s something you’d like to know that you can’t find the answer to, just ask us and we’ll answer it openly and honestly.



The garments you wear shouldn’t be bad for you. Our approach to fabric is to use ingredients that are non-toxic, which is why we won’t use polyester or recycled polyester. "The average mass-produced piece of polyester clothing and a typical water bottle contain antimony, a toxic heavy metal known to cause cancer under certain circumstances” Michael Braungart  & William McDonough, Cradle to Cradle Re-making the way we make things.  We see no reason to expose people to these chemicals. The microfibers from polyester and other plastic derived clothing shed during washing ending up in our water system and aquatic life. Damaging ecosystems and again causing harm to human health by ending up in the food chain. For more information on this look out for our conversation with Madeline Macgillivray.

Thought for food


We are living in a time when more than ever people are aware and consciously thinking about the food they’re eating and the effect it will have on their mind and bodies. As Hippocrates wrote in De Alimento “In food excellent medicine can be found, in food bad medicine can be found” At J A we believe deeply in the power of whole foods and plant based eating as an everyday practice and restorative function.


We believe in taking time to be still and process. We practice meditation for at least 10 minutes a day focusing on our breathing and clearing the mind.

studies suggest that meditation may be associated with structural changes in areas of the brain that are important for sensory, cognitive and emotional processing. The data further suggest that meditation may impact age related declines in cortical structure.

How meditation can reshape our brains - Sara Lazar at TEDxCambridge 2011

Besides the health benefits meditation is a great way to relax. 

"Make it thy business to know thyself, which is the most difficult lesson in the world." - Miguel de Cervantes

Have in your hold the great image and the empire will come to you. Tao Te Ching


The benefits for staying physically fit are countless and many still undiscovered. At J A we have a lifetime commitment to staying as fit as possible. We will share as much knowledge and information as we can on the topic. Take a look at our conversation with Dorothy Sears, Professor of Nutrition at the Arizona State University College of Health Solutions. 


Education is so vitally important throughout anyone’s life and at J A we plan on being able to make a big impact in helping people of all ages to get educated in both the fundamentals such as reading and writing and also their areas of interest. We are still a very small brand and can only do so much. But if you work for or know of any education charities or brands we should collaborate with we’d love to hear about it.

Although we are small at the moment it doesn’t mean we can’t make a start. With that said if there is a book you need to further your education or understanding send us an email letting us know what it is and how it will help you and we’ll either cover the cost of the book or contribute to its purchase. The same applies for a course you might want to attend.

We will also keep a reading list of the books we’ve been reading.


J A is a business that is concerned with justice. “If you are not concerned with justice you end up with greed and run a muck” Cornell West.

We’re always aiming to do the best we can to make sure design and the environment are our top priorities, so as technology and understanding progress, J A will progress too.

Our first collection 'Earth' focuses on the environmental issues that we are facing today. Each t-shirt is inspired by an environmental issue and when you buy one, we will plant a tree and send you a photograph and the GPS coordinates so you can actually see the positive impact of your purchase. 

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