HELLO. I’M BOB :)

And I’ll be the first to admit, the world doesn’t need more jeans — we are already drowning in waste clothing. So why have I started a jeans company?

Well, if you can give a few moments, I’ll try to explain why I believe my jeans are different, important and the future of denim.

But first, let’s be honest, and say that we’re not going spend ourselves out of the mess we’re in. And when it comes to clothing, the most responsible thing any of us can do is buy used.

If we can’t do that, for any reason, we should only buy what we need rather than what we desire. And be sure what we buy is useful, multi-functional, durable, repairable, big in quality and won’t go out of style. And can last long enough to be given to the next generation.

So in those terms, denim has a lot going for it.

But what if we could actually make new as good as old? By not using any valuable natural resources. And not adding any more to the mountains of waste clothing already being sent to landfill every year.

When I sat down to think about what kind of jeans company the world might need today, I wrote four things I believe matter…

MAKE NOISE. NOT JEANS.

Be an engine for positive change.

Use what we make to tell the next generation a better story.

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THINK ‘FOREVER’.

Take, make, waste is a dangerous relic of an age of arrogance and ignorance.

Design for perpetuity.

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TRUTH BE TOLD.

Create a company of honest messaging and truth. We will never be perfect. But we can always be honest.

(Even if it hurts our business.)

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RESPECT. REJECT.

Traditions are not honoured by blind, mindless repetition.

History starts today.

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It’s these 4 values which form the name MTTR.

And everything it does.

Because if you’re making something the world doesn’t need, you’d better sure you’re making a difference.

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Illustration
Rebecca Sutherland