Founded in 2015 by a technology consultant named Syëd, The Cotton London is a British luxury menswear brand built on the principle of “understated luxury.” The brand was born out of the founder’s discovery of the massive environmental impact of fast fashion—specifically that it takes 2,700 liters of water to produce a single low-quality T-shirt.

The company positions itself as a “half technology startup, half non-fashion clothing brand,” focusing on timeless staples rather than seasonal trends. Read full story about Cotton London Review.