Too Cruel To Be Kind is an evolving visual body of work shaped by the lived experiences and surroundings of its creators. Each piece draws from personal narratives, weaving together themes of nostalgia, souvenirs, and queerness to subvert familiar contexts. By embedding these stories into our designs, we create a tangible connection between the wearer and the encounters that inspired each piece.

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We are actively reshaping our supply chain to prioritize material impact, continuously questioning, “How can we make this range while using less?” Through sustainable design processes, we ensure all waste is repurposed, embracing a model that is not purely circular but an ever-expanding coil—where each offcut finds new life.

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Our multidisciplinary approach extends beyond clothing and jewellery, considering not just what our muse wears, but how they navigate the world. Each piece is a reflection of both the perspective and the identity of the brand, made to be lived in and experienced.