Our Story

Our jackets are upcycled ex-army wear, embellished with personal statements chosen for you and by you. Made for hard environments, the durability and comfort of military wear is exceptional. Some are more distressed than others, some with a variety of badges, each one individual. As seen in Mail Online, The Sunday Times, Hello Magazine.

‘We believe the quality and durability of army apparel surpasses the level of a large percentage of todays factory made clothes. Where there is perfection, there is no story to tell’

We also offer a wide range of carbon neutral print to order T shirts, Hoodies + Sweatshirts. All our t shirts, hoodies and sweatshirts are made using organic cotton, 155g/m2 and are printed to order in the UK with low waste printing tech and made in a renewable energy powered factory. We don't like to tell you what to wear, so all our products are gender neutral.

A word from our Founder, Em Roberts..

 'I have always been passionate about the environment and sustainability, so when I was searching for army style jackets I realised the answer was staring me in the face. Use the real thing!  Not only does the durability and the quality of genuine army wear surpass a lot of todays factory made clothes, the sustainability factor was a no brainer. 

I love that many of our jackets have had a journey and that we can give them another lease of life. 

When I was a teenager my mother had a boutique selling second hand 'designer' clothes. Customers sold their unwanted or unworn clothes and of course, bought more whilst there. It was a perfect example of sustainable shopping - and that was back in 1985!  

'Truth be told, I've always been a bit of a tomboy. A word, back in the day, that meant 'boyish'. I wore 'boyish' clothes and acted 'boyish' - one of the few girls in my neighbourhood that was pretty good at football (a sport that was not offered to girls at school at the time, I hasten to add!). Of course, thankfully, times have changed now. I wore what I wanted to wear, normally a pair of jeans, boots and a t shirt. I always felt clothes were a little restricted, in other words we were kinda told what to wear, boys this is your department and girls you're over here where all the dresses and pink, girly things are..

Nah, not for me thanks. I wanted to wear something that I felt comfortable in, I wanted to wear something that felt like me, not something that culture or something else had dictated that I should wear.

There's something a bit special about our jackets, it has to be said. 'I just feel me', even 'I kinda feel a bit powerful'.. I've heard customers say. I genuinely don't know what it is, but there's something going on!

Our jackets are a little platform to express yourself. An item of clothing that means something to you. Something you can keep, not throw away because it's out of fashion or it's worn through. The more worn it gets, the better it will look! 

Back in the 60's, a vintage army jacket was de rigueur, and in the 70's 80's and 90's and so on. In short, camo and army style jackets have always been a firm favourite. 

I am also super excited to announce to launch of our new kids range too. We have been looking for a long time to find the right sustainable manufacturers to expand our range and we finally found one. Check out our blogs to learn more about how these are made.'  

 Always be kind 

Peace + Love


Em Roberts Bird + Wolf
Em Roberts