Sustainable Design,
Crafted with Care
Inspired by strong women of our family, And Danu, brings together the strength of generations of adventurers, artists, performers and businesswomen. We are proud to be the product of a group women who never compromised on their dreams, and never let society limit them. With this in mind, all our pieces are named for members of our family.
Our garments are inspired by the Kentish coastline we call home, and are informed by a passion for clean contemporary lines. The result? A seaside style for the new decade. Designed in Whitstable and made almost entirely in the UK (read on for details) from responsibly-sourced fabric, we are uncompromising in our efforts to make fashion slow and sustainable.
So who are we?
We are Mother and Daughter team Shelly and Isobel and we are the creative forces behind And Danu’s laid back and wearable style. We have been working together for 10 years after setting up our multi brand store Ruskin in our home town of Whitstable in Kent back in 2014. Isobel originally set up the brand (then Nula) with her sister Charlotte but when it was time for Charlotte to step back and focus on her bakery it felt right having Shelly step in a take up the reins.
With a combined 30 years of experience in retail and fashion between us we are passionate about harnessing our creative experiences to bring And Danu’s slow fashion philosophy to life.
We hope you’ll love what you find here! Read on for a little more about our creative ethos.
“Buy Less, Choose Well, Make It Last”
We know this famous quote is often shared around social media, but we are passionate about making this a cultural norm. Our clothes are designed to worn time and time again through-out the year, the only limitation is your imagination for style combos!
We are passionate about slow fashion, that’s why our main collection is ethically made in Margate from responsibly sourced materials, and why we work with fully audited, Fair Wear Foundation factories for our organic tees and other printed & embroidered items.
Sustainable Materials
We want to leave the planet better than we found it, that is why we only use responsibly sourced materials.
Our collections are made from sustainable fabrics, this might mean fabric made from low impact yarns (such as Tencel, Linen and hemp) or from deadstock fabrics. Deadstock fabric is fabric made for other brands which was then not used up in their collections. We are able to repurpose these short runs of waste fabric for our new releases. By diverting these materials from the bin, we help save the water and electricity needed to create new fabrics.
Handcrafted by Makers who Care
Designed in Whitstable, our main collection is made in Margate by a talented craftsperson who constructs our garments with care. The best part about working with local makers is that when our garments are ready to be worn they only have to travel 20 miles or so from our maker to our exclusive retailer, Ruskin, in Whitstable (where we also ship your online order from!) meaning our garments have the smallest carbon footprint we could possibly hope for.
Making local is a great choice for our main collection, but when it came to our our printed Artist Collab pieces we looked to ethical factories in other countries to produce our tees, tops and sweats. In many countries garment manufacturing is a huge employer and we felt that working with full audited, Fair Wear Foundation factories was the best way to support the industry and encourage more factories to properly consider worker’s rights and working conditions. You’ll find details of the factories we work with on the individual product pages.
100% Zero Waste
Our collection is now 100% Zero Waste! This is a huge achievement for us and something we are incredibly proud of. Our scraps are carefully collected and either made into our Zero Waste Scrunchies or sent off to FibreLab, a London-based company who recycled unwanted textile waste into a variety of useful materials (including new fabrics!).
