Drapers Independents Award-winning sustainable fashion brand Braintree Clothing is changing its name to Thought as part of a rebranding.
The new name builds on Braintree’s existing strapline, “thoughtful clothing”, and is designed to better communicate the brand’s ethical values. Braintree’s collections are made from natural, sustainable and recycled fibres such as organic cotton, hemp and bamboo.
It also reflects the brand’s move upmarket. Over the past 18 months, Braintree has been repositioning with the aim of sitting alongside more contemporary brands such as Toast and Mint Velvet.
Braintree’s spring 17 collection will be delivered in mid-January as Thought. Braintree is also redesigning and replatforming its website, and from the beginning of February its domain name will change from braintreeclothing.com to wearethought.com.
Braintree’s founder and chief executive, John Snare, said: “Our new name is built on our celebrated ‘thoughtful clothing’ message and we feel gives us a fresh confidence while reflecting our philosophy about ethics and sustainability.
“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. Initial reactions from our wholesale customers have been extremely positive.”
Braintree supplies more than 500 independent retailers across the UK and 400 in mainland Europe. Around 12% of its sales come from retail, and the remainder from wholesale. As “Thought”, it will continue to focus on expanding its wholesale business.
The brand went into Fenwick in Leicester for autumn 16, and will roll out to the department store chain’s Tunbridge Wells and Canterbury branches for spring 17. From next season, it will no longer be stocked by House of Fraser.
Braintree has also appointed new staff to support its repositioning and expansion. Former White Stuff chief executive Sally Bailey has been advising the business on its growth plans since April, while Kish De Silva, former head of ecommerce and merchandising at Wolsey, joined as head of ecommerce in September.
Aviva Bard, who has held roles at White Stuff and BHS, has been appointed commercial director.
Braintree will run its #thoughtfulfriday campaign for the second year running on 25 November. The campaign encourages people to be thoughtful shoppers during Black Friday. The brand will donate 50% of all sales made through its website on the day to two charities.
This year, the donation will be split between two charities, Braintree has already selected the first charity – Refugee Council – and customers will be invited to choose the second from a shortlist, which will be unveiled on the brand’s social media channels on 23 November.
Snare said: “Black Friday doesn’t sit well with us as a business but it’s impossible to ignore. This is our way of participating without compromising our values and is a very good opportunity to support some important causes”.