Braintree Clothing announces name change in major re-brand

Established sustainable fashion brand and 2016 Drapers Independents award winner Braintree Clothing, which supplies to over 500 independent retailers across the UK and over 400 in mainland Europe, has undergone a significant re-brand ready for the SS17 selling season which includes a change to their name.

Their new name ‘Thought’ is part of major re-branding initiative to elevate the business and better align the company’s name with its ethos and the evolution of its design. The business originally formed in Australia, launched in the UK in 2002.

The newly named business ‘Thought’ will continue to focus on expanding its wholesale business, increasing its presence in premium boutiques and large department stores across the UK and Europe.

As part of the re-brand, the business is also re-designing and re-platforming its website. Their new site will further support their wholesalers and will be ready for the consumer launch of their SS17 collection in early 2017.

Over the past six months, Braintree has also strengthened its Board, with Sally Bailey ex White Stuff CEO, joining them and advising the business on its growth plans. Other recent appointments include Kish De Silva, ex Wolsey, heading up the Ecommerce business and Aviva Bard who joins as Commercial Director.

Braintree has also appointed Goodley Bullen PR, whose fashion clients include Chinti and Parker and The Fold, to support the re-brand and the consumer launch of ‘Thought’ from SS17.

John Snare, Braintree’s founder and owner explains “These are very exciting times as we take the business to the next phase in its life. Our new name ‘thought’ is built on our celebrated “thoughtful clothing” message and we feel gives us a fresh confidence whilst 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 to our new name from our wholesale customers has all been extremely positive.”


About the business

Originating in Australia in 1995 and now based in London, ‘thought’ (Braintree) is at the forefront of sustainable fashion. Made wholly from natural, sustainable and recycled fibres like organic cotton, hemp and bamboo, the whole collection is designed exclusively in-house and offers a contemporary mix of classic garments and accessories that are desirable, wearable and affordable. Stockists include Nicholls (Wales), Landmark (Cotswolds) and Fenwick.

For any further info or images please contact Emma Fisher – or call 020 7607 1173.