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.

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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.

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

Louise RoeStylist & Influencer

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

Arizona MuseModel & Activist

Home Accessories - Organic & Up-Cycled

Discover our Story

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

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Saheli Embroidery Collaboration

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Discover our Children Collection

Discover our bespoke services

Would you like your favourite design for you or your home in our celebrated organic linen?

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Considered Fashion...With Maria Larkin

Considered Fashion...With Maria Larkin

We sat down and spoke considered fashion with Maria Larkin Maria Is wearing the Amalfi Dress Long in Hibiscus What does considered fashion mean to you? It means stopping to think before buying and considering what you already have and the wardrobe gaps you're looking to fill. I’d advise editing your wardrobe at a minimum on a seasonal basis so you can consciously look for pieces...

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In Bloom... with Frannie Liddle

In Bloom... with Frannie Liddle

We caught up with Frannie Liddle, co-founder of Window Fleur to discuss her brand, her style and of course, sustainability. You launched your own business, Window Fleur, in the midst of a pandemic - how did this impact the way in which you established your brand?  Starting Window Fleur during the pandemic has made it a tough undertaking for sure! And you might not guess this...

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Wardrobe talks...With Bianca Rangecroft

Wardrobe talks...With Bianca Rangecroft

We met with Bianca Rangecroft, founder and CEO of the Whering App. To discover how 'your wardrobe in your hands' not only save time and money but also reduce consumptions.  The Whering App has launched! Tell us a bit about the inspiration behind the business and how you turned your idea into a reality.  The ‘I have nothing to wear’ dilemma feels universal and that sensation of being...

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Sustainable Style Hacks... with Caroline Cook

Sustainable Style Hacks... with Caroline Cook

Fashion blog Caroline's Style Hacks makes Considered Fashion accessible to thousands of followers, helping them navigate the growing industry of Sustainable Fashion. We caught up with Caroline to get a few styling hacks ourselves...  Caroline's Style Hacks has become a hugely popular blog - what first inspired you to start it?  I started the blog back in 2018 after friends and family encouraged me to share...

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