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Retail Smart

BY Kelsi Maree Borland | October 3, 2016 | Feature Features

With a strong social conscience and celeb following, British menswear designer Tom Cridland proudly introduces his latest innovation, the Entrepreneur's Shirt.
BUSINESS CASUAL Designer Tom Cridland merges sustainability and fashion in his namesake line.

In an effort to do his part to reduce the cycle of consumption and waste, British designer Tom Cridland created his eponymous eco-conscious, sustainable menswear label in 2014, sold through

Cridland, who likes to spend three months a year in L.A. recharging his batteries, is here to launch his latest concept, the Entrepreneur’s Shirt ($95). “Los Angeles is such a wonderful city,” says Cridland. “The reception we’ve had here has been overwhelming. People are far more receptive of new, independent brands.” For the classic Oxford-style shirt, Cridland is partnering with charities Young Enterprise and Deki on to support young entrepreneurship and entrepreneurship in developing countries. And, like all of Cridland’s clothes, the Entrepreneur’s Shirt is sustainably crafted and built to last.

Similarly, last year’s launch, the 30 Year Sweatshirt ($87), is an extra-durable luxury Italian cotton crewneck sweatshirt constructed to endure for as long as its name promises. Backed with three decades of free mending, a first-generation garment won’t be ready for the rag bag until 2045. It has garnered international praise; earned a Sustainia100 nomination; and led to an expanded 30 Year collection, complete with a 30 Year T-shirt ($47) and 30 Year sports jackets ($265 to $331). “We have customers all over the world. What unites them is the love of simple designs, lots of color, beautiful fabrics and a sustainable ethos. We’ve made clothing for some of the best musicians and actors out there,” says Cridland, who counts Leonardo DiCaprio, Hugh Grant and Daniel Craig among his customers.
At 25 years old, Cridland already has a string of design successes. His first foray into fashion was at age 18, with T-shirt line Swine 09. The shirts sold out in a week, and Cridland donated all of the proceeds—about $4,000—to Médecins Sans Frontières (Doctors Without Borders). Five years later, he launched his direct-to-customer e-commerce menswear brand, Tom Cridland, with a modest government loan. By the time the first batch of trousers was produced, he was nearly out of money—but not ingenuity. Cridland reached out to his idol, drummer Nigel Olsson, offering him a pair of trousers (they usually sell for $119 to $172). To his surprise, Olsson loved the style, ordered several pairs, commissioned custom jackets and sweatshirts, and continues to be a client and friend. “I was feeling pretty hopeless,” Cridland recalls. “Hearing back from him directly the very next day was so uplifting. Since that point, I’ve always given 110 [percent].”

My girlfriend, my family, playing the drums, more than three nights in a row in California, karaoke

Public transport, airports, more than three nights in a row in London, nightclubs with pretentious table service, stingy people

Photography Courtesy Of: