Tom, our founder, has always loved an adventure and strived to have a positive impact wherever possible. Whilst studying Geography at University he became invested in innovative and sustainable initiatives. Frustrated at the surprising lack of sustainable clothing, Tom began to ask questions to those around him and quickly realised the potential and his drive to make a brand a reality.
In December 2019, Cove was born with the ambitious goal. Not only to create truly sustainable clothing but to empower a community of adventures to push themselves out of their comfort zone and to make memories that could last a lifetime.
Being Cornish, I practically grew up in the waves. To me, Cornwall is simply the best place on earth. Its tranquility and diversity sets it apart from everywhere else and no one will ever convince me otherwise! You cannot beat a weekend away with your friends/family on a sunny beach, out at sea or walking a Cornish cliff path.
However, growing up in the city meant that such adventures were often not as regular as I would have liked and life just isn't as good inland! To that end, by far my favourite weekends are trips away with friends to the coast - the very premise of Cove's 'sea to the city' lifestyle.
Having studied Geography throughout school and onto University, I gained an in-depth understanding of the intrinsically complex relationship between fashion, sustainability and capitalism. Along the way I have learnt a lot from those around me. Through some tougher times, my grandpa taught me the importance of having strong moral principles and the importance of never deviating away from them. I saw no reason why this should not also apply to business.
Whilst it has taken social movements across the world to force larger corporations into changing their ways and becoming a little more sustainable. I wanted to prove that it isn't that hard. All it takes is the right morals, a good idea and devotion.
The Core Concepts Behind Cove:
Social media has had seismic influences on all aspects of life. It has transformed everything from communication habits, spending patterns and travel. Researchers show that my generation is now the loneliest generation to ever exist. They attribute much of which is directly to false perceptions and subsequent inaccurate interpretations of others online.
Moreover, sustainable clothing is simply too expensive. Global brands continue to charge extortionate prices whilst also lacking transparency. Therefore, in a bid to address both of these issues, I dreamt up Cove (whilst surfing in Cornwall!).
What Cove Stands For To Me:
Therefore, to me Cove aims to directly tackle these two fundamental issues. First and foremost, Cove is a clothing brand. Yet we are doing it responsibly. I was adamant to put certain initiatives in place such as planting 10 trees for every sale, always using the most sustainable materials and being plastic free.
However Cove is so much more than just an environmental clothing brand. We are building a vibrant community of go-getters, adventure seekers and wanderers. Together, we can create long lasting memories all the while being sustainable.