We plant 10 trees per sale

About Us

Our Story

At Cove, we are on a mission to be the go-to brand for truly sustainable casual-wear.


Our Values

Fearlessly Sustainable

First and foremost, using truly sustainable methods to ensure our products don't harm the earth.

Quality Products

By once and by right. We are proud of the quality of our products and the high standards we keep.

Environmental Initatives

Invest a sizeable portion of our profits into global initiatives that active combat enviro degradation.

Inspire Our Community

Part of our ethos is to inspire our community to be adventurous go-getters who achieve in a big way.

Pursuit Of Better

We believe that there is always room for improvement and are constantly trying to do more.

Open & Honest

If we make a mistake, we will tell you. We are a transparent brand with nothing to hide.


Meet Tom

Whilst studying Human Geography at University, the huge problem of fast fashion stuck with me and I felt determined to try to do something about it. After saving as much beer money as I could and maxing my student overdraft, I put it all on the line and started Cove.

The mission of Cove was simple to me - prove that a small, independent business with no financial backing could be truly sustainable whilst also being successful. 20 months later and I am mega busy handling all of Cove's operations myself; from picking, packing and posting to producing and posting content across social media. I'm extremely grateful to those who have supported the mission so far and am confident that this is just the beginning!

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Sustainable Initatives

Together, We Have Planted

5,000 Trees
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The Journey So Far


The Big Idea Was Born

Whilst studying Human Geography at University, Tom learnt of the huge detrimental impact that fast fashion continues to have on the planet. With the dream of being a eco-entrepreneur, Tom saved everything he could and risked it all in an attempt to start a truly sustainable brand.

Forged the Foundations

In December 2019 all the important stuff happened! With coastal and Cornish connotations, Cove seemed a fantastic fit. The logo was designed, business registered and sustainable suppliers sourced.


The First T-Shirt

With no fashion experience at all, Tom bought the highest quality, sustainably certified, organic t-shirts money could buy and screen printed the (now old) Cove logo onto them. Available in three colours, seeing these first tees was a really proud moment!

Cove's First Website Launches

Tom worked with his team at Spydr Digital to design and build an effective website which portrays the mission, ethos and of course, products. The original tees sold out in just two weeks!


Summer 2020 T-Shirt Range

After the success of the original tees, Tom designed the 2020 summer range and went for 5 different colours. The first graphic tee - the Born to be Outdoors tee - launched and quickly became Cove's best seller.

New Products

In a bid to build on the success of the summer, Tom knew it was essential to diversify and bring out new products for the autumn/winter. After 5 months of product R&D, the first hoodies launched and were a big success!


Cove turns One!

It was pretty bonkers to think about how far Cove had come in 12 months and during a pretty bonkers world! With over a thousand products sold and a fantastic community online, Cove was going from strength to strength!

We Plant Over 2.5k Trees

In just over 14 months we powered through our 2nd major tree-planting milestone and couldn't be prouder!


SS21 Launches

Complete with sweatshirts, hats, graphic tees and a range of new colours, SS21 is our biggest and best collection yet!

Podcast & Monthly Round-up Launch

Hosted by Lydia Cooke, our new podcast Discover the Unknown sees inspirational guests share their incredible stories with our listeners. Our new monthly roundup also launches.


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