Braintree Clothing unveils new name and rebrand

By

Barbara Santamaria

Published
Nov 21, 2016

 Eco-conscious fashion brand Braintree Clothing has unveiled a major rebrand as it aims to elevate the business and better align its company message, name and ethos.

From the SS17 season onwards, the new name for the sustainable fashion brand will be ‘Thought’. The business, which launched in the UK in 2002, supplies to over 500 independent retailers across the UK and over 400 in mainland Europe.

As part of the re-brand, the business is also re-designing and re-platforming its website. The new site Wearethought.com will be ready for the consumer launch of the SS17 collection in early 2017.

“These are very exciting times as we take the business to the next phase in its life. Our new name ‘thought’ is built on our celebrated “thoughtful clothing” message and we feel gives us a fresh confidence whilst reflecting our philosophy about ethics and sustainability,” says John Snare, Braintree founder and owner.

“In recent years we have really evolved our collections and we believe a new name will allow us to edge further into the contemporary fashion space and build on what we have already established.”

The newly named business ‘Thought’ will continue to focus on expanding its wholesale business, increasing its presence in premium boutiques and large department stores across the UK and Europe.

In the last six months, the company has strengthened its board with several appointments. Sally Bailey ex White Stuff CEO joined the business as board advisor, while Kish De Silva, ex Wolsey, has been appointed as head of Ecommerce. Finally, Aviva Bard joined the retailer as Commercial Director.

The London-based company sells own-brand collections made wholly from natural, sustainable and recycled fibres like organic cotton, hemp and bamboo. Stockists include Nicholls (Wales), Landmark (Cotswolds) and Fenwick.