A Look Back at 2024: Bigger, Better, and Bolder

Over 138 New Products Launched

This year, we expanded our collection like never before, launching over 138 new products that perfectly blend style, functionality, and heritage. From rugged outerwear to versatile everyday essentials, our new releases have become staples in wardrobes around the world. Highlights include the artefacts from the ROGUE Collection, the wilderness-inspired Outlanders Collection and the athletic Track & Field Collections.

Talking of ROGUE, we also added the ROGUE Tier as a new addition to our Pioneers Program, taking membership to the next level. With exclusive benefits, early access to new collections, and unique experiences, this initiative has brought us even closer to our most loyal supporters.

Want to join? Click here...

Amazing Reviews and Stellar Customer Service

Our dedication to quality doesn’t stop at our products. In 2024, our customer service team went above and beyond, handling over 12,000 live chats and nearly 10,000 emails, ensuring every customer query was met with care. These efforts have been reflected in glowing reviews on Trustpilot, showcasing the trust and appreciation of our ever-growing community.

Unforgettable Events and Our First Multi-Day Retreat

From hosting incredible events in-store to collaborating on exhibitions like our partnership with renowned photographer Denis O’Regan, 2024 has been a year of collaboration and creativity. We also hosted our very first multi-day retreat in Cornwall, bringing together like-minded individuals to build community and foster meaningful connections in the wilderness.

Charity Work with Heroes & Horses

This year, we proudly partnered with Heroes & Horses, raising vital funds to send the first UK veteran through their life-changing rehabilitation program in Montana. Through the sale of limited edition T-shirts and a dedicated GoFundMe campaign, we not only raised awareness of the program and a veteran's healing journey but also reinforced our commitment to supporting men’s mental health.

Our efforts have shown how much can be achieved when a community comes together with purpose. This partnership embodies our ongoing dedication to shining a light on these important issues and creating opportunities to make a real difference.

Check out the full film here.

A Permanent Home in Soho

We made our original pop-up store in Soho our permanent home by signing a three-year lease! Creating a flagship space for the brand and a hub for the &SONS community was a real goal of ours and it's been incredible to see it flourish.

We have also upgraded to a larger studio to accommodate our growing team in Cheltenham. Now 48 strong, our combination of freelance and permanent collaborators reflects the diverse talent behind the brand. This growth marks another step forward in our journey.

As we look ahead to 2025, we’re more excited than ever to continue this journey with you. To every customer, supporter, and member of the &SONS family: thank you for being part of this incredible year. Here's to another year of adventure, style, and growth!