When I set about bringing to life this long cherished dream, I got this question - a lot!
Why be just another brand in an already overflowing industry.
But that’s precisely the reason why - this isn’t just another brand nor is to “an already overflowing industry”. Over the years, I’ve watched with growing dismay how the fabrics that knit us together as a society disappeared into the mayhem of big brands, fast fashion and unsustainable practises. How we gladly wore on our sleeves an attitude of homogenising our culture.
I believe that it’s about time we reclaimed our shared histories, let fashion once again be the resounding statement that it has the power to be.
Cuckoo is proud to be yet another warrior in this motley but brave, tiny army of dreamers that seek to keep alive our magnificent handloom heritage by giving it a contemporary face.
So that every time you wear a Cuckoo Exclusive, remind yourself that you’re wearing a revolution - an allegiance to fashion with a conscience - a veritable piece of (he)art.