Tender Co.

Tender Co. was founded in 2009 in London by William Kroll, a former Margaret Howell menswear designer who launched the brand specifically focused on what Kroll described as 'pre-1920s British workwear craft using only naturally-sourced materials.' The brand's foundational thesis was rigorous: every garment is constructed from natural fibres (cotton, wool, silk, linen, hemp), dyed with natural-plant-based dyes (logwood, woad, indigo, walnut, oak gall), and finished with metal hardware (brass, copper, iron) — no synthetic fibres, no synthetic dyes, no plastic hardware anywhere in the construction. The Tender Co. vocabulary settled around several recurring elements: hand-dyed natural-cotton work-shirts and trousers with deliberately pre-industrial silhouette references, hand-knitted Aran sweaters in undyed natural wool, indigo-and-logwood-dyed denim from the brand's own dye workshop in East Sussex, hand-stitched leather goods using vegetable-tanned English bridle leather, and a colour palette anchored to natural-indigo, logwood-purple, walnut-tan, oak-gall-grey, and the brand's recurring use of natural-undyed cream and oxblood tones. Production has remained almost entirely British, with garments made at the brand's London workshop and dyes prepared at the East Sussex facility. The brand is independent and held by Kroll. Tender Co. operates with no permanent retail of its own, distributing through Beams Plus (the brand's defining Japanese-distribution partner), Nepenthes, Self Edge, Stag NY, Brut Clothing, S.E.H. Kelly, Old Town Clothing, and a curated set of heritage-menswear specialty retailers globally. The brand has been one of the most rigorously committed post-2009 British-anchored 'pre-industrial-craft-revival' brands, with the deliberately-all-natural materials proposition specifically anchoring the brand inside the broader 'archive-menswear-revival' conversation that has been continuously rewritten since 2010.