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

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

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

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Magazine talks...with Sarah Tomczak

Magazine talks...with Sarah Tomczak

We are talking about seeking joy with your life choices with Sarah Tomczak editor of Red Magazine.  As Editor of Red Magazine, what is the most important style/conscious/fashion/life advise you'd like to communicate to your readers?  For me, the most important thing in life is seeking joy – it can come in your relationships, your career, the clothes you wear and the way you live your life. It...

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Arabic culture with...Nadine Kanso

Arabic culture with...Nadine Kanso

We asked Nadine Kanso about her passion for Arabic culture and what inspires her. You’ve accumulated an impressive following online as a cultural entrepreneur what initially inspired you to create your cultural-focused account? I had started my Bil Arabi brand over 16 years ago and it had its statement was to promote our culture and language and thats why few of my friends started calling...

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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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