2026 Survey | The results are in…

Quality First

90.5% said consistent quality gives them the greatest confidence in a brand.

No pressure then.

This was the clearest message in the whole survey.

You don’t want noise.
You don’t want gimmicks.
You don’t want us chasing trends.

You want clothes that feel right, wear well and stand the test of time.

Message received. Quality is still king.

When choosing between brands, the biggest priorities were:

• Quality and longevity
• Design and aesthetics
• Trust in the brand

That tells us something important.

You don’t buy &SONS because we shout the loudest.
You buy because the garments feel like they belong in your life.

As one of you put it:

“It’s been a long time since I’ve walked into a clothes shop and thought: there’s not much in here I wouldn’t wear.”

We’ll take that.

Fewer Things, Better Quality

65.7% now buy fewer things, but invest in better quality.

That one matters.

We know things feel more expensive. We know every purchase has to work harder.

So our job is not to make more for the sake of more.

It’s to make better.

• Better fabrics.
• Better fits.
• Better core pieces.
• Better value over time.

Or as we like to think of it: Less wardrobe filler. More lifelong favourites.

You Want Icons Protected

When we asked what you’d like to see as part of our 10-year celebration, the answer was loud and clear:

64.6% want re-releases of iconic products.

Followed closely by:

53.2% who want limited edition anniversary pieces.

So yes, the archive matters.

The pieces you missed.
The pieces you wore to death.
The pieces you still message us about years later.

We’re listening.

No spoilers just yet, but our 10-year anniversary is going to be built around exactly that: the garments, stories and people that made &SONS what it is.

What We Must Never Lose

What should we never lose?

This was one of our favourite questions.

The answers came back again and again:

• Quality.
• Style
• Authenticity.
• Individuality.
• Customer service.
• The older models.
• Cargo shorts ;-)

One of you simply wrote: “YOUR SMALL ENOUGH TO CARE.”

We’ll forgive the spelling, because the sentiment is perfect.

That’s the line we’ll keep pinned to the wall.

As we grow, we never want to lose the feeling that there are real people behind this brand, making real things for real lives.

86.4% want &SONS to remain a clothing brand they trust.

This was probably the most important answer of all.

Yes, many of you are interested in community, events, stories, workshops and experiences.

But you were clear:

The clothes come first.

That’s good to hear.

Because for us, everything starts with the garment. The story matters. The community matters. The bigger purpose matters.

But none of it works if the clothes don’t.

Men, Life And Connection

You told us men need more space to talk.

When we asked about the biggest challenges facing men today, the top answers were:

• Mental wellbeing
• Work-life balance
• Financial pressure
• Physical health
• Loneliness and isolation

And when we asked what men need more of, many of you said the same things in different ways:

• Time.
• Conversation.
• Purpose.
• Friendship.
• Understanding.

That has stayed with us.

&SONS has always been about more than clothing, but we also know this has to be handled properly. No big slogans. No empty gestures.

Just real spaces, real conversations, and more chances for men to connect without pressure.

Expect more walks, gatherings, stories and honest conversations over the coming year.

Made Well Everywhere

53.3% said a mix of global manufacturing is fine, provided it is done responsibly.

This matters to us.

We work with makers around the world because different places are brilliant at different things.

Some specialise in certain fabrics.
Some have technical skills passed down through generations.
Some simply make a particular garment better than anyone else.

You told us you’re open to that, as long as we’re honest about it.

So we’ll keep sharing more about where things are made, why we make them there, and who helps bring them to life.

We call this:

Made Well Everywhere.

Pre-Loved And What Happens Next

22.3% of you have already used &SONS Pre-Loved and would use it again.

Even better, 54.3% haven’t used it yet, but are interested.

That tells us we need to make it easier to find, easier to understand and easier to use. Because keeping great clothes in circulation just makes sense, especially when they were built to last in the first place.

So what happens now?

Your answers are already shaping what comes next. We’ll be protecting our core garments, reworking selected icons, improving fit and sizing confidence, making Pre-Loved easier to use, sharing more about where our clothes are made, and creating more real-world moments for the community.

Not louder.

Not bigger for the sake of bigger.

Just better.

Thank you, Pioneers.

You gave us honesty, humour, challenge and encouragement. You reminded us what matters.

Quality. Trust. Style. Community. Purpose.

We’ll keep listening.

And we’ll keep building &SONS with you.

For Generations.