We think linen is the most sustainable material out there.

Discover why

Italian for 'by now'

With the welfare of the environment and sustainability at the heart of our brand ethos, we believe that ‘by now’ consumers should not only expect their clothing to be created with the highest quality of craftsmanship, but in the most environmentally ethical way.

Home Accessories - 100% Organic & Up-cycled

Why Linen?

Linen requires no irrigation, can thrive on rain water, is not created using genetically modified elements (GMO’s), and creates little to no waste as the entire biodegradable plant can be used. As a fully traceable fabric that is GOTS certified organic linen, it became the obvious choice for us.

Meet our farmers

Endless innovation respecting ancient organic traditions.

WATCH VIDEO

"It is soo comfortable - making it the perfect outfit for any occasion"

Louise RoeStylist & Influencer

"I love the fact that the whole outfit is made with 100% GOTS organic material"

Arizona MuseModel & Activist

Best Sellers

Discover our Story

Inspired by nature our mission is to reinvent and innovate linen, establishing it as the everyday essential to the modern home.

read more

Saheli Charity Collaboration

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Discover Hibiscus

Discover our latest addition the Hibiscus colour.

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