Trying to Sum Up What We’re All About

Copy of FABLEISTS_Logo_Reversed_monoEvery company needs a short text that sums up what they are all about. It needs to convey all the passion they feel for their product without losing the interest of the public! The clever and creative folks at Brothers and Sisters, London, who are our advertising agency partners have been working on this. We’d love to hear what you think:

When we first put one tiny foot in front of the other, there wasn’t a word to describe us.

So we made one up.

Fableist (fay-buh-list) noun:

A group of people making the coolest clothing for little punks! Garments that are not only designed well, but are also completely sustainable.

Origin:
2012-13; [ fable + activitist ]

Fable; a short story with a moral
Activist; Someone with a rebellious spirit who makes positive change happen

We’re going all the way and we want to take you with us.

Between us, we can break the cycle of kids making clothes for kids.

And we’re going to do it by turning our young ‘uns into the hippest kids on the block.

Our look is based heavily on old school utilitarian work-wear and classic vintage clothing. Timeless, hard-wearing clobber that will look just as cool in 10 years time on the mean streets on New York, London, Paris or Tokyo.

And our threads aren’t about seasons. They’re designed to be worn all year round by both boys and girls.

We are properly sustainable every little step of the way. And we respect every person along the way who makes our clothing happen.

The Fableists. Play hard, live forever.

Become a Fableist. Join the revolution!

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Meet Creative Director Andy Fowler of Brothers and Sisters

Andy Fowler from Brothers and Sisters. A Fableist

Andy Fowler from Brothers and Sisters. A Fableist

My name is Andy Fowler.
I am founder and Creative Director of Brothers and Sisters.
We are a bunch of 55 creative boys and girls in Clerkenwell, London.
As well as doing advertising for brands, we also like to create our own brands, platforms and products.
In many ways this is what inspires us and gives us the freedom we crave.

We love working with clever, inspiring people with great ideas.

Recently we launched My London Story – a beautifully emotional, location based storytelling app, with our friend Greg Williams the Executive Editor of Wired magazine.

I first met Matt from The Fableists about 9 months ago.
I love people who are full of spirit, ideas and belief.
Matt has truck loads of all three.
We got on like a house on fire – both entrepreneurial, creative people more interested in making a difference and doing interesting creative things than making money at any cost.

I have three kids: Missy 7, Sonny 4 and Goldie 9 months – and I share Matt’s frustration in the difficulty of finding clothes for them that are individual, beautifully designed and ethically produced in equal measures.
It’s either high street tat which I would never dress myself in, so I’m damned if I’m going to dress my kids in it.
Or, more likely, vintage from eBay or boutiques or small designer kids brands.

There’s no-one on any sort of scale proving it’s possible to marry the cool factor with the sustainable factor – until now.

Matt didn’t have all the answers when we first met but I could see in his eyes that he believed.
Belief is everything.
When I first met my Malian friend Ballo and he told me he believed he could make a difference to the quality of teaching in Bamako, the capital of Mali, by launching an independent teacher training academy – I saw the belief in his eyes.
So, Brothers and Sisters raised funds, made some flying visits and started a love affair with North Africa that will never die.

I hope our commitment to The Fableists is just as everlasting.
This is something to believe in, to get behind, to throw ourselves into.

We are going to throw all our creative skills at this – by telling the fables behind the brand – in films, in look books, in whatever media the stories are best told.

It’s going to be a hell of an adventure.
We want you to come with us.
Together we can make the first truly cool and sustainable clothing brand for the next generation.
For the future of the planet, for the future of the little people.