Howies

Ethical UK brand howies started off as a small-scale T-shirt business, and has evolved to become a core label for youthful outdoorsy types, with a strong following among mountain bikers, surfers and skaters. Its merino wool thermals are wardrobe staples. This Carnaby Street store currently remains the only standalone shop in London – but watch this space, as more are likely to follow. Products are made to last (with the ‘hand-me-down’ line of jackets and bags guaranteed for a minimum of ten years) and are designed with a mix of the functional and stylish in mind. For instance, the brand’s trendy wet weather jeans are made with rainproof Epic cotton; T-shirts – often with witty slogans – are made with organic cotton; while women’s underwear is made using Modal fibre, which is softer and longer-lasting than cotton. Beyond the bestselling jackets, sweaters and other outdoorsy gear is a range of straightforward but stylish skirts, dresses, trousers, polos, shirts and kidswear, with stripes, checks and summery shades in abundance; while additional non-clothing items include Green Oil bike cleaner and Ras Label knitted iPod cases. What’s more, the company continues to have a conscience, despite its continued growth, with 1% of the company’s turnover pledged to environmental and social projects. Children’s clothes are also stocked.