**** is a purpose driven brand founded in 2024 by London based designer – Sophie Hollands. Originating from the costal marshes of Southeast England, local moods of nature and urban concrete practicality influence the brands’ identity; a gentle fusion of outerwear and relaxed tailoring. She tells the sto- ry of a deep connection to the unlikely nature that exists hidden within our ever-developing urban communities. A minimalist philosophy is explored in designs by following modular clothing concepts and limited production. The brand nestles neatly into East London engaging with neighborhood artisans to create clothing that offers solutions, simplicity and sentimentality. Typical menswear techniques are utilized however **** is designed for the fluidity of everybody’s every day.

In 2025, **** became creatively renowned for releasing their first capsule collection that was developed from designer Sophie Holland’s original pro- totypes debuted at her Final BA Graduate Collection Show. The innovation was formed around the idea of a 10-piece integrated wardrobe that easily flows and transforms, offering a myriad of clothing combinations within a condensed selection of products. Creative vision was sparked from the de- signer’s family unit and the hope of offering a sharing potential through gen- erations of loved ones.
Keeping ambitions close to home – the brand supplies its clothing under carefully curated stockists but occasionally holds own sample sales around London boroughs and seaside town Margate, Kent. The brand anticipates broadening distribution in the near future to key retail hotspots in the likes of France, Denmark and Japan. But for the time being is focused on bonding with regional biodiversity trusts to ensure that a stream of funds is donated, from ever growing sales, for the purpose of protecting threatened wildlife.
**** has being working their hardest to source quality materials and dead- stock with a mindful selection of the fabric’s origins and the impact in years to come. A constant dynamic topic of debate for the brand; designer Sophie Hollands remains fixated on balancing new relevant knowledge in the textile industry exploring alternative options for designs. Aimed at minimalist collec- tors, outdoor enthusiasts and practical clothing buyers, **** sends a message of enjoying expression of material comforts with a responsible approach to consumer practices.
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