About POVE

POVE was founded in Leicester with a simple goal: to create clothing that is better for both the wardrobe and for the environment.

POVE stands for POint to a more sustainable future, waVE goodbye to the past. As a slow fashion brand, we focus on creating versatile, unisex, long-lasting clothes that people want to wear again and again.

The Sweat-Tee

Our first product was born from a problem.

Whether I was walking, travelling or spending time outdoors, I always found myself stuck between a T-shirt and a sweatshirt. One left me too cold, the other too warm.

The solution was the Sweat-Tee.

Combining the short sleeves and versatility of a T-shirt with the weight and warmth of a sweatshirt, the Sweat-Tee is designed to reduce the need for extra layers and provide year-round comfort.

Every Sweat-Tee is made in the UK using 100% organic cotton, with embroidery created from recycled plastic bottles.

More Than Clothing

At POVE, sustainability is about more than the materials we use.

It's about prioritising quality over quantity and creating products with purpose.

Our Protecting Our Very Existence collection reflects this mission through designs inspired by the natural world.

The collection began with Panda POVE, helping raise awareness of wildlife conservation, with 10% of profits donated to a charity dedicated to protecting animals in the wild.

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Looking Forward

This is only the beginning.

As POVE grows, our aim remains the same: to create thoughtful clothing that points to a more sustainable future while waving goodbye to the habits of the past.

- Alfie