It started with a trip to Spain.
An elusive cat & a revelation.
A few years ago, Rob (an ecologist) took his brother Matt (a designer) to track the critically endangered Iberian Lynx. That day, they were in luck; they spotted one – one of fewer than 1000 left on Earth.
Matt was stunned. He’d never heard of an Iberian Lynx despite its critical status. Leading him to ask:
“How can this incredible animal potentially vanish forever....and I’ve never even heard of it?”
The conversation began
Rob explained how thousands of virtually unknown species are sliding toward extinction
Matt explained how fashion drops were increasingly creating global cultural moments
Both realised: conservation has a messaging problem
The disconnect was clear
Wildlife charities reaching the same audiences
Fashion creating viral moments with artificial scarcity
Cultural conversations happening without biodiversity at the table
Time To Try Something...Completely Different
The Problem
‘Its estimated 150 species go extinct every single day’
– UN Convention on Biodiversity
Our Approach
For each species, we release exactly as many shirts as animals remaining in the wild.
For example:
73 Amur Leopards left = 73 shirts.
30 Vaquita porpoises = 30 pieces.
Each design created with artists local to the species’ habitat.
Our Commitments
To Species
- Portion of all sales funds frontline conservation
- Partnerships with local organisations
To Artists
- Portion of all sales to collaborating artists
- No AI art ever!
To Planet
- Organic cotton
- Plastic-free, recycled packaging
- Made to order - slow fashion
Join The Known Ones
Early access to every drop. Plus help choose which species we feature next.