Tartan Collection
Tartan isn’t just a fabric; it’s an ancient mystery. It begins with the unearthing of a 3,000-year-old tartan-clad Celt from the scorched sands of the Taklamakan Desert north of Tibet—a place so daunting, its name means, ‘You go in and never come out.’
How on earth did he end up here? One theory is that tartan was first woven in the Caucasus region north of the Black Sea, and as the Celts moved out, they split—one group heading west through Central Europe and on to the British Isles; the other trekking east to the Taklamakan.
Fast forward to the 18th century, by which time tartan was synonymous with Gaelic culture through the clan system.
During James Stuart’s 1714 rebellion against the English monarchy, tartan became a symbol of defiance. After the Battle of Culloden in 1746, it was banned—undeniable proof of culture’s soft power.
Throughout history, tartan has been co-opted by establishment and anti-establishment causes alike, from military and royal families to hipster and punk rock subcultures.
Whether signaling loyalty, rebellion, or style, tartan endures as a global symbol of identity, cultural heritage, and personal expression.
We’re taking tartan in a bold new direction—as a catalyst for social change. At the heart of our company lies a collection of tartans promoting global social causes.
Each tartan is rich with symbolism, with colours and patterns representing the core ideas of the causes they champion. These aren’t just designs to wear — they’re stories to decode in conversation.
By subtly weaving the issues into the fabric of daily life, we aim to transcend the limitations of 'old-school' activism and engage a broader audience. Wearers of our tartans include Peter Gabriel, Arundhati Roy, Toomaj Salehi, Lianne La Havas, Martina Navratilova, and Eliud Kipchoge.
To date, our focus has been on bespoke tartan projects. However, we are planning a launch of silk and wool scarves and other items in early 2026.
Keeling (red version)
The Keeling tartan symbolises a wholesale shift in the energy basis of civilisation, from fossil fuels (grey and black track) to 100 per cent clean energy (green and yellow track). It is named in honour of the late Charles David Keeling of the Scripps Institution of Oceanography, whose measurements from 1958 onwards supplied the first concrete evidence of rapidly increasing carbon dioxide levels in the atmosphere, commonly known as the ‘Keeling Curve’. Today, ninety-seven percent of actively publishing climate scientists agree that man-made climate change is for real. Permission to adopt the Keeling name was graciously granted by his son, Ralph Keeling, director of the Scripps CO2 Program that continues the vital measurement series to this day.
Keeling (green version)
The Keeling tartan symbolises a wholesale shift in the energy basis of civilisation, from fossil fuels (grey and black track) to 100 per cent clean energy (white and yellow track). It is named in honour of the late Charles David Keeling of the Scripps Institution of Oceanography, whose measurements from 1958 onwards supplied the first concrete evidence of rapidly increasing carbon dioxide levels in the atmosphere, commonly known as the ‘Keeling Curve’. Today, ninety-seven percent of actively publishing climate scientists agree that man-made climate change is for real. Permission to adopt the Keeling name was graciously granted by his son, Ralph Keeling, director of the Scripps CO2 Program that continues the vital measurement series to this day.
Havel
According to PEN International, the global writers' association, “Writers in prison should have been a phrase entering extinction after the death of fascism at the end of World War II. Instead, there are more incarcerated writers in the world today than at perhaps any time since WWII”. The Havel tartan portrays an endless succession of prison cell windows struck through in red, protesting the persecution of writers of conscience in the knowledge that free expression is essential to any healthy society. It is named in honour of the late Václav Havel, the playwright and co-author of Charter 77, a landmark human rights declaration for which he was imprisoned for several years—only to later lead the Velvet Revolution, which peacefully overthrew communism and made him the first president of a free Czechoslovakia. Permission to adopt the Havel name was graciously granted by his wife, Dagmar Havlová Veškrnová, with support from the Dagmar and Václav Havel Foundation VIZE 97 and PEN International.
Yamaguchi
At a time of heightened risk, driven by proliferating nuclear technologies and the erosion of security frameworks, the Yamaguchi tartan transforms the stark imagery of the nuclear hazard sign into a radiant symbol of hope for a nuclear-free world. Inspired by the annual peace memorial ceremonies held in Japan and around the world—where lanterns bearing messages of peace float in solemn remembrance of the 150,000 lives lost in the atomic bombings of Hiroshima and Nagasaki—this tartan is named in honour of the late Tsutomu Yamaguchi, the only officially recognised survivor of both atomic bomb attacks. As of 2024, approximately 100,000 survivors of the atomic bombings—known as Hibakusha—remain alive. Permission to adopt the Yamaguchi name was graciously granted by his daughter, Toshiko Yamasaki, with the assistance of Hidetaka Inazuka, producer of the documentary Twice Bombed: A Legacy of Yamaguchi Tsutomu.
Tahrir
The Tahrir Tartan charts the journey from dictatorship to democracy in the Middle East—Tahrir, derived from Arabic, meaning liberation. The single black line signifies the martyrdom of 26-year-old Mohamed Bouazizi, the oppressed street trader whose desperate act of self-immolation ignited the revolution—represented by the red stripe—that swept the region. The green square symbolizes the crucial decadal state-building period, during which new institutions must be established to guarantee basic rights and freedoms. The double black lines represent statutory opposition, the cornerstone of any enduring democracy. This tartan honours the Arab youth who risked everything to free themselves from the grip of authoritarian regimes, reclaim their dignity, and shape their own destiny. Despite their efforts, the Middle East and North Africa (MENA) region remains the most autocratic in the world, with 98% of its population still living under authoritarian rule. But the struggle is far from over.
Liberty Square
Liberty Square symbolises the golden rule of contemporary capitalism: "Those with the Gold make the Rules." In a throwback to the Gilded Age, wealth is increasingly concentrated in the hands of a few—represented by the gold stripes—while the ordinary citizen, symbolised at the centre, finds themselves increasingly boxed in. In the US, according to the Tax Foundation, the share of Adjusted Gross Income (AGI) reported by the top 1% of earners rose from 22.2% in 2020 to 26.3% in 2021, while the share reported by the bottom 50% declined from 14.4% in 2001 to just 10.4% in 2021. Writing in the Financial Times, Jeremy Grantham, head of asset management firm GMO, acknowledged that the system is “designed to prolong, protect, and intensify the wealth and influence of those who already have the wealth and influence”. Disillusioned citizens elect populists to put things right, only to witness conditions deteriorate further.
Agua
Water is an abundant resource, yet only 2.5% of it is fresh. While access to water and sanitation is recognised as a fundamental human right, 11% of the global population still struggles with poor access to clean drinking water. By 2030, half the world's population may be living under severe water stress, exacerbating food insecurity and increasing the risk of conflict. Some of humanity’s greatest challenges—reclaiming polluted water, producing and distributing clean water, generating affordable clean energy, enhancing food security, predicting climate and weather patterns, developing green chemicals, and designing new life-saving drugs—depend on a deeper understanding of water at the molecular level. These critical issues are woven into the Agua tartan. The thin blue line symbolises Earth's scarce fresh water, while the thicker blue line represents its distribution to where it is needed. The orange grid represents water’s cage-like molecular structure—the key to unlocking its potential.
Blueheart
Modern slavery affects every country, with an estimated 40–50 million people enslaved worldwide. Human trafficking alone generates an estimated $150 billion annually for traffickers. The Blueheart tartan serves as a powerful symbol of solidarity in the fight against modern slavery. The light blue lines represent the collective heartbeat of victims, a reminder of their resilience and hope. The black lines intersect to form a cage, signifying the harsh reality of entrapment and exploitation. This tartan is officially endorsed by the United Nations’ Blue Heart Campaign, an international initiative dedicated to raising awareness about the plight of human trafficking victims. The campaign, coordinated by the United Nations Office on Drugs and Crime (UNODC), aims to inspire action and promote global solidarity in the fight against modern slavery. The Blueheart tartan offers individuals a meaningful way to show their support and commitment to eradicating this profound human rights violation.
