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This jacket took 4 months to get right.

Not because we couldn't make it faster — we could. But we kept asking the same question: would we be proud of this in 10 years?

The lining is recycled ocean plastic. The shell is certified organic cotton canvas. The buttons are reclaimed horn, sourced from a family workshop in Portugal that's been doing this for three generations.

We made 200 of them. When they're gone, they're gone.

Fast fashion has a pace. We chose a different one.

She wore this dress to her sister's wedding.
Then to a job interview.
Then on a solo trip through southern Portugal.

"I've had it for three years," she told us. "It still looks new. I think I'll wear it forever."

This is what we make things for.

Not the first wear. The fifth. The fifteenth. The one you don't remember anymore because it's just part of your life.

What's the oldest piece in your wardrobe that you still reach for? 👇

Here's a number that changed how we think about pricing:

The average fast fashion garment is worn 7 times before disposal.

The average Thread & Co. piece? Our customers report wearing theirs an average of 89 times — and counting.

Cost per wear on a $35 fast fashion item: $5.00
Cost per wear on our $175 linen shirt: $1.97

We're not the affordable option at the register.
We are absolutely the affordable option over a lifetime.

The "sustainable fashion is too expensive" conversation doesn't end with price tags. It ends with wear counts.

What would change in consumer behavior if wear count was printed on every label?

We almost worked with a supplier in Bangladesh last year.

Great price. Fast turnaround. Every box checked on paper.

Then we visited.

The workers couldn't tell us what they were paid per piece. There were no windows in the sewing room. The manager told us not to talk to anyone.

We walked away from a $180,000 order.

I'm not sharing this to congratulate ourselves — most brands face this choice and make a different call. I'm sharing it because I want more people to know: supply chain transparency isn't a marketing line. It's a daily operational decision.

We publish our full supplier list, wage data, and factory audit reports every year. Not because it's good PR. Because consumers deserve to know where their clothes come from.

What would change if every brand did this?

unpopular opinion:

"sustainable fashion is expensive" is true.

but "sustainable fashion is unaffordable" is a different argument that rarely holds up to math.

cost per wear changes everything.

our $165 tee has been worn 60+ times by customers who've had it 3+ years.

$2.75 a wear.

show me the "affordable" version that beats that.

we just said no to a $180K order because we didn't like how the factory felt when we walked in.

not because anything was technically wrong.

because when you're making clothes that are supposed to last 10 years, the people making them need to matter too.

full supplier transparency report drops this week.

every factory, every wage, every audit. public.

because if we can't show our work, we shouldn't be in this business.