Looking Back at 2025

We introduced merino blend jeans to the range. This was our first step into a more structured, everyday bottom while keeping the comfort and odour-resistance merino is known for.

We also welcomed two new ambassadors, Baptiste and Tiphaine, who joined the brand through genuine use.

Changes to US import rules meant we had to pause shipping to the United States. It wasn’t an easy decision, and we know it was disappointing for our US customers. We’re still working on a way to bring US shipping back.

The SS25 range arrived.

We added ultralight 120gsm merino styles, expanding the range into warmer conditions and higher-output use.

We tested a cycling-specific top, designed around on-bike fit rather than general sport crossover.

We also introduced dresses to the womens range and experimented with graphic tees.

New sports sock styles launched. Socks remain one of the most heavily used products we make, and one of the quickest to reveal whether something works or not.

We launched the Smell-Free Guarantee. This put structure around something customers already told us they relied on.

We also sent out another customer survey. The responses were thoughtful, honest, and helped guide what we focus on next.

The AW25 range launched with updated colours across existing favourites

We also introduced a jacquard range and added new sports accessories, continuing to build out supporting pieces.

For Green Friday, we tested a different approach to promotions by combining discounts with donations.

Partnering again with Earthwatch Europe, we raised £1,026.45 while still giving customers the chance to shop at reduced prices.

Looking back, 2025 was less about big announcements and more about small, steady changes.

Listening, adjusting, and improving where it mattered most shaped much of what we did.