howies shop party

We were in Carnaby Street last night for a party celebrating the recent opening of the first howies UK shop. What a top bunch of people.

Little pots of soil with silver birch and rowan tree roots with 'Grow Slow Grow Strong' labels attached took up the centre space - everyone was invited to take a these cuttings of indigenous British trees home with them to plant. What a brilliant idea, to give guests something beautiful, useful and good for the planet. That is signature howie's. The company which started in founders Claire and David's bedroom, has survived several vicissitudes, many of which are recorded in a timeline beside the shop's stairway. The determination behind this brand is phenomenal - it has stayed true to its core philosophy of creating clothes which are built to last (they even have a 'rocking chair' test to ensure the garment will still be appreciated and useful in old age!) and which have a minimal impact on the environment, despite law suit threats from Levi's and a bank 'losing' over £20k of their money for a year (and not saying sorry!).

Last night saw a contingent of howies' crew rock up to London all the way from the headquarters in Cardigan, West Wales. Ade confessed he was finding London a bit overwhelming: "I live in a valley - just me, the wife, the kids, the dog and the cats and no-one for two miles!" Bemused by the lack of human contact between tube travellers, Ade is campaigning for Ken to introduce a Happy Carriage - painted bright yellow. "You get in the Happy Carriage and talk to the other people there!".

www.howies.co.uk