Behind the Label
Find out more about CLÒ FOLD
Land Led Living
Land led living is a way of dressing that begins with the land: honouring where materials are grown, who tends them, and how they are made. It values traceability, care and longevity, choosing garments shaped by landscape rather than trend.
Our Mission
Founded in 2025, CLÒ FOLD is built on respect for the land, the people, and the materials we choose to work with. We believe that style should never come at the expense of purpose, and that practicality is just as important as aesthetics. Every garment is designed to perform in real life, shaped by the British climate and made to be worn, used and relied upon.
From the British wool we source and the farmers who raise it, to the native sheep breeds shaped by our landscape, every material is selected with care. We work closely with local makers and manufacturers who share our values, ensuring quality, longevity and transparency at every stage. Even the details beyond the garment such as packaging, processes and logistics; are considered through the same lens of responsibility. Every CLÒ FOLD piece is proudly Made in the UK.
Every choice reflects our belief in thoughtful design, honest materials and enduring style. Together, we are building a more considered way of dressing. One that respects the land, supports the people behind the product, and balances function, craftsmanship and modern design.
Meet our Founder
I’m Dee, a Norfolk-based designer and founder of CLÒ FOLD.
I grew up spending weekends in the Yorkshire Dales and holidays in Scotland, with family roots that kept me closely tied to the land. I’ve always felt deeply rooted in the land and everything that makes it British. The countryside has always been my happy place such as the colours of bracken in late summer, the soft grey of limestone, the weight of wool, the shifting skies. Those tones and textures continue to shape the way I design.
After graduating from Norwich University of the Arts, I spent 18 months working with London design studios. During that time, I began questioning where our clothing truly comes from. Standing in British shops and reading labels made elsewhere, I felt a growing desire to see more “Made in UK” and more British materials valued in our own industry.
Being closely connected to farming through my boyfriend, I’ve witnessed both the beauty and the strain within rural life. My vision is to build a fully British, traceable brand one that supports farmers, native breeds, local mills and skilled makers, and helps create a viable and respected market for British wool. I want to celebrate clothing not just as fashion, but as something grown, made and worn with intention.
Community
The Fold
The Fold is our community - a modern sheep fold: a place of care, warmth and shelter. It’s where people come together around shared values, thoughtful choices and a belief that fashion can and should do better. Rooted in the British landscape, The Fold exists to support the farmers who care for our land, the native sheep breeds shaped by it, and the rural communities that depend on both.
By being part of The Fold, you’re helping create demand for British wool, backing local farmers, and keeping natural fibres valued and viable. Together, we’re building a more responsible way of dressing - one that respects the land, protects native breeds, and recognises the people behind every garment.
Join The Fold by signing up to our newsletter. You’ll receive early access to collections, exclusive releases, and stories from behind the scenes; from the farms and wool depots to the makers and manufacturers. Most importantly, you’ll be part of a community helping keep British wool valued, native breeds supported, and farming at the heart of what we do.
Join The Fold
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