Why there's no logo on the front

We get asked this a lot. Why start a brand and then not put the name on it?

Your clothes, not our billboard

The clothes are there to help your fit, not to advertise us. You've already got pieces you love. Your good denim, a jacket you've had for years, the shoes you'd grab in a fire. We don't want to clash with any of that. A clean, well-cut tank or long sleeve just makes those pieces look better.

"It's not about the brand. It's about the fabric, the fit and the functionality."

Jerome, co-founder, on the vintage clothing that shaped how we design. Read his story.

You can wear head-to-toe Basic Respect if you want, and there's more coming. But it's about how it fits on you and in your life, not the name across your chest.

The red stitch

The only mark on the outside is a small red stitch on the back. That's our ID.

It came last. We spent ages getting the size and shape of each piece right, and once we'd nailed that, the red stitch felt like the cherry on top. A small signature for getting a basic right. If you know, you know.

The fit does the talking

Where the effort goes is the cut. The tank sits close through the chest, shows off the shoulders and comes in at the waist. The Raglan Long Sleeve does the same and works as a winter underlayer too. For women, the racer back and the cinched waist on the long sleeve hold and hug the figure. You put it on and feel sharp, confident, a bit sexy. That's the whole brief.

"Bro, I need another tank"

Lukanda does casual shifts at a bar in the city and wears the tank whenever he can. A few of the boys at work started wearing them too. It always goes the same way. They get compliments on the fit, and a week later it's "bro, I need another tank."

"Nobody's complimenting a logo. They're asking what that tank is."

Quiet, not cheap

Every piece is organic cotton rib, which costs us more to make. It's better on your skin, better for the planet, and it lasts. For us that's what sustainable fashion actually looks like: fewer pieces that you keep wearing.

And yes, the inside tag says Basic Respect now. That changed after Burna Boy wore one of our samples and nobody could work out who made it.