About us

Hello!

I'm Emily, the Founder of FOAN. After studying Fashion Design I worked in womenswear at French Connection before moving into menswear. I spent 7 years working for brands focused on improving their sustainability. Natural materials, upcycling and quality, premium product was key. They were ahead of their game.

Emily in the Oversized Crew Neck

Fast forward 5 years and the covid pandemic hit. It gave us all time to slow down and for me, time for a poignant realisation: I just could not find a decent white tee! The menswear t-shirts we were producing were so much better - why? We don't want see-through material, we don't want it cropped for a ten year-old, we don't want sleeves down to our elbows, we don't want it to twist and change shape after 5 washes - and it needs to last (ideally) years...

Enter FOAN. The home of high-performing, planet-forward basics for modern women. Minimalist in aesthetic with maximal impact. It's about quality, sustainability, a flattering fit and material that sits (and stays) just right - at a good price. We cut out expensive overheads by selling direct to you, which means you get a premium product at an affordable price.

Focused on fulfilling 'the perfect white t-shirt' fantasy - I wanted to design a range of carefully constructed, popular fits, in a bra-friendly thickness, using only the best (environmentally friendly) materials. 

Our first collection features a super-soft white organic cotton which is thick enough to not be see-through (and stays durable) but thin enough to tuck in and feel flattering. I wanted to make as close to home as possible (the UK) and reduce air miles, but the reality is I needed the experts to create these premium products. That's why our cotton is spun in Turkey and then crafted into our three t-shirt designs at an experienced, high-end jersey factory in northern Portugal. I've chosen craftsmanship over cheap manufacturing or huge air miles from the Far East. No shrinking or twisting post-wash - (trust us, we've tried) and after months researching designs and hours of fittings and feedback - we think we've cracked it.

We also added a small embroidered logo to the left sleeve edge. When you buy one of our tees, you're supporting us and a wider new wave of brands trying to change the wasteful fashion industry by adopting better practices.

To stay in the know (and receive a delightful 10% discount on your first order with us) sign up to our mailing list at the very bottom of this page.

If you are already the owner of a tee or two, we hope you feel empowered wherever it takes you - from work, to walks, drinks and beyond. A huge thank you for all of your support so far. 

We really value any feedback or product requests - so please do get in touch (we have lots of product ideas!).