August is forever

August is forever is an independent fashion and lifestyle brand founded by husband-and-wife duo Emma and Dean.

Emma grew up between Greater Manchester and Cyprus — early years by the Mediterranean, then back to the far less sunny North of England. She spent almost two decades in fashion and lifestyle PR, working alongside some of the industry's most recognised names.

Dean grew up in Cape Town, where life revolved around the ocean. His father was a pioneer of South Africa's early big-wave scene, surfing spots like Dungeons before they had the reputation they do now. Dean took a different route into food, training as a chef.

Two very different upbringings, one shared instinct: care about the thing you're making, or don't make it.

We both love clothes, but August was never meant to be just a clothing brand. Food, travel, music, design, the strange small objects you can't leave behind — the things that end up attached to a time or place in your life. That's the territory we're interested in.

We don't make things for the sake of adding to the noise. If we're going to put something into the world, there has to be a reason for it to exist.

Our first release is a small run of genderless tees — ethically made in Portugal, then hand-dyed and screen printed in the UK, piece by piece. Each small batch shifts slightly in the dye, so no two tees are ever quite the same, and yours won't look like anyone else's.

Wear it to a festival because you bought it for that weekend. Take it away with you. Wear it until it fades. Lend it to someone and never see it again. Then, years from now, find it in a drawer and remember exactly where you were, who you were with, what it felt like to be there.

That's the part that interests us — the object matters to us just as much as the person wearing it, and what happens between the two of them over time.

We're building a world, not a wardrobe. Clothes are the catalyst.

We're only just getting started.

August is forever. Everything else is seasonal.