Cleverly Laundry: The Niche Brand With A London Lido Vibe

July 2019Words by The Daily Team

As a diligent purveyor of men’s style, we seek to curate clothing from the world’s best and well-known brands. This means, say, tailoring from the likes of TOM FORDT-shirts by Nike, and sneakers made by Balenciaga. But we are not always looking to invest in the giants of fashion. Our crack team of buyers are also on the hunt for lesser-known gems; those designers that pack a punch when it comes to craftsmanship and design – perhaps specialists in a niche field – who instantly give our offering an edge.

It was with pleasure, then, that we discovered Cleverly Laundry – a small, but passionate business making towels, sheets, robes and pyjamas with the help of superfine cotton fabrics and a 90-year-old factory in northern Portugal. And instead of simply buying some of their stock, we decided to work with them on an exclusive capsule collection, which you can shop, below.

“We started working with MR PORTER about two years ago,” says co-founder Ms Amelia McPhee, who set up Cleverly Laundry with Ms Roshana Lewis. “Our theory [for the brand] was that men needed great bath towels, but there were no great brands or products for them… and let’s face it, in general the care factor was low. Our goal was to turn this around completely.”