About POVE

Our Past: Where It All Began

POVE was born in 2019, when I was 18 and I wanted to start a clothing brand that was not only stylish and comfortable but also environmentally responsible.

POVE stands for: POint to the future, waVE to the past.

My aim is to create high-quality clothing that is sustainable, ethically made, and something I can be proud to wear and share.

Our First Step: The Sweat-Tee

I like to get outdoors but I had a layering problem: either I was too hot or too cold.

That’s when I decided to create the Sweat-Tee, POVE’s pilot product.

The Sweat-Tee is a problem solver and an all year round essential for all seasons: short sleeves of a t-shirt for coolness, with the weight of a sweat-shirt for warmth and comfort. Made in the UK, it’s designed to be good for both the environment and your wardrobe.

Our Future: Protecting Our Very Existence

Looking ahead, my goal is to grow the Protecting Our Very Existence collection, starting with designs that highlight the importance of wildlife conservation.

I plan to introduce two new designs:


Polar POVE – Featuring a polar bear graphic, with 10% of proceeds supporting an Arctic charity focused on climate research and the melting ice caps.
Panda POVE – Featuring a giant panda design, with 10% of proceeds going towards protecting this endangered species from extinction.

These future products will be lightweight tees, featuring graphics on the back and our slogan — POint to the future, waVE to the past — on the front.

I hope you enjoy wearing the clothing as much as I’ve enjoyed creating it for you.

- Alfie