We’re doing something a little different

Since Huel launched in 2015, we’ve given every new Hueligan a free t-shirt with their first order. It’s our way of saying thank you for supporting us on our mission to make nutritionally complete, convenient, affordable food, with minimal impact on animals and environment.

And they’ve become pretty popular. In fact, it’s fair to say that people have become a little bit obsessed with them. We see them in every gym, on trains and planes and buses. They’re a little nod, from the community we’ve built and the world we want to help make.

They’re also not enough. We love that people love our free t-shirts, but we also know that we can make a bigger impact. When we first looked at the food industry, we saw all sorts of problems that we knew we could help fix, from animal rights to soil degradation to carbon use. When we look at the fashion industry, we see the same problems – exploitation, waste, overconsumption, greenwashing. And we want to make a difference.

We started planning Huelwear in early 2021. We knew from the start that we wanted to do things differently. We wanted to approach clothing just like we approached food – to make it democratic, to focus on quality, and to work in ways that solved problems rather than created them. We wanted to create clothing that was designed to look good forever, not just for a single season. We wanted to create clothing that was built to last, not fall apart. We wanted to create clothing that you could wear with everything else in your wardrobe, that would fit in with your life, that you’d be as excited to wear in five or ten years as you are today.

Since then, we’ve built an incredible team of designers, fabric technicians, sustainability experts and more who have poured themselves into the mission of creating durable, beautifully designed clothing that has a purpose beyond just looking good. We’ve visited factories around the world to find partners who share our belief that you only get one planet, so you need to look after it. We’ve tracked down some of the world’s hardest-wearing and most sustainable fabrics, including GOTS-certified cotton and Q-NOVA nylon. And we’ve whittled down thousands of options into a launch collection of 18 incredible items, from sportswear to denim, that we know you’ll love as much as we do.

This is just the start, though. And as Huelwear develops, we’re committed to keep doing things differently. Rather than make endless new products just for the sake of it, we’re only ever going to make the things people actually need – that means a limited collection focused on those staples that everyone wears all the time. Instead of chasing trends, we’re going to make our existing products better. That’s why every Huelwear product has a version number, just like our food – when we improve its design, or what it’s made from, or how sustainable it is, we’ll release an updated version of that product so you know exactly why we think it’s better for you and for the planet.

We want to take you on that journey. We hope you love what we’ve made so far, and we know you’ll love what we’ve got coming up. We can’t wait to hear what you think. #WearHuelwear