our story

Less Than was inspired by a lifelong passion for animals and the natural world. Some species currently need our help more than others, so we’ve selected a few of the most critically endangered to offer you the chance to choose which you’d most like to support through both the 10% donation included in your purchase, as well as the awareness you’ll spread wearing our shirts.

Unfortunately, there are many things happening in today’s fashion industry that are neither environmentally nor morally sustainable. We want to do things differently, proving you can demonstrate clear ethics, choose environmentally friendly materials/packaging, protect peoples’ wellbeing, give back to causes you care about, and still remain a successful business. We need change and that is what we represent. We hope you’ll share our values and wear Less Than with pride.

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As we reach the midst of COP26, it seems to be an appropriate moment to reflect on one of our key missions as a business. That being to prove what is possible. 

Although we directly donate to the conservation of each of our species, Less Than is not a charity. It was instead intentionally set up as a business in order to demonstrate the potential for ethical, sustainable, and conscious consumerism. We intend to prove that you can uphold strong ethics, choose environmentally friendly materials/packaging, protect peoples’ wellbeing, give back to causes you care about, and still remain a successful business. We believe this shift in thinking would be the greatest impact we could have on the planet.

Few would oppose that the traditional systems require rapid and significant change, however, whilst it is important to identify the flaws that exist in the majority of businesses, let’s not forget to also celebrate and support the small and big businesses that are prioritising their values over their profits, making considered ethical choices, and continuously striving to improve. It is this support that will ultimately guide the direction of industries into the future and lead to our desired outcome as a global society.

We hope you’ll share our values, continue playing your part for the planet, and wear Less Than with pride. 🌍

#LessThan #criticallyendangered #COP26 #climatechange #UN #Globalwarming #rewild #Conference #CoralReef #NoPlanetB #Greta #GreatThunberg #DavidAttenborough #Glasgow #SustainableStartup #Ecofriendly #UnitedNations #SlowFashion #ProtectOurPlanet #ZeroPlastic #Vegan #EcoConscious #Recycle #ReduceReuseRecycle #PlasticFree #SaveThePlanet #Environment #ClimateAction #NetZero #TogetherForOurPlanet
As we reach the midst of COP26, it seems to be an appropriate moment to reflect on one of our key missions as a business. That being to prove what is possible. Although we directly donate to the conservation of each of our species, Less Than is not a charity. It was instead intentionally set up as a business in order to demonstrate the potential for ethical, sustainable, and conscious consumerism. We intend to prove that you can uphold strong ethics, choose environmentally friendly materials/packaging, protect peoples’ wellbeing, give back to causes you care about, and still remain a successful business. We believe this shift in thinking would be the greatest impact we could have on the planet. Few would oppose that the traditional systems require rapid and significant change, however, whilst it is important to identify the flaws that exist in the majority of businesses, let’s not forget to also celebrate and support the small and big businesses that are prioritising their values over their profits, making considered ethical choices, and continuously striving to improve. It is this support that will ultimately guide the direction of industries into the future and lead to our desired outcome as a global society. We hope you’ll share our values, continue playing your part for the planet, and wear Less Than with pride. 🌍 #LessThan #criticallyendangered #COP26 #climatechange #UN #Globalwarming #rewild #Conference #CoralReef #NoPlanetB #Greta #GreatThunberg #DavidAttenborough #Glasgow #SustainableStartup #Ecofriendly #UnitedNations #SlowFashion #ProtectOurPlanet #ZeroPlastic #Vegan #EcoConscious #Recycle #ReduceReuseRecycle #PlasticFree #SaveThePlanet #Environment #ClimateAction #NetZero #TogetherForOurPlanet