I'm Emily, the Founder of FOAN. After studying Fashion Design I interned at French Connection, Matchesfashion.com and Roksanda Ilincic before working at an eco-friendly menswear brand. 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 but maximal in 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 being direct to you, which means you get a premium product at an affordable price.
Focused on fulfilling 'the perfect white t-shirt' fantasy we all have - 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 I chose because it's thick enough not to 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!).