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That's right yeh. The brand is Flax London. We're trying to change perceptions around linen - both the seasons it suits and the sort of people who wear it.
Very happy to answer basically any question on the fashion supply chain. One of the things we're fighting is the deliberate disconnect brands have traditionally created between consumers and the provenance of the clothes they buy.
Thanks! Appreciate the transparency!
Do I remember correct that you're the linen shirt person?