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Welcome to Fundamentals Shop.

Everything we sell is made by hand in London.

Our fabrics are Certified GOTS Organic Cotton.

It’s not just cotton.

It’s the softest cotton you will ever wear.



Two years ago we saw the truth behind the doors of clothing manufacturing.

You’ve probably seen the truth yourself in the news.

We couldn’t just stand and watch, and neither can you.

We have to drive change.

Starting with our own choices.

So we set out to create an accessible basics range.

To help people of all backgrounds, start their quest to a more sustainable life.

No Compromises.

A sustainable brand.

Which puts people and the planet, before profits.

This sound like something you’re into?