Howies

What Howies does

Howies is a privately held UK apparel company (howies ltd, registered in England & Wales as No. 3065954) that designs and sells organic and sustainable active outdoor clothing direct-to-consumers via its e-commerce platform howies.co.uk. The company is operationally headquartered in Carmarthen, Wales, and ships to the UK, Europe, and Rest of World markets using Royal Mail and FedEx International. The product range spans men's and women's categories — jackets, merino wool base layers, knits and sweatshirts, shirts and t-shirts, jeans and trousers (including selvedge denim), shorts, dresses, and underwear — plus accessories such as socks, hats, water bottles, mugs, and gift cards.

The core technology is material science rather than software: GOTS-certified organic cotton, Merino wool, plant-based Tencel, recycled cotton denim (sourced from Cone Mills), and PFC-free durable water repellent finishes on outerwear. Dyeing processes use OEKO-TEX 100 certified inks. Products are priced on a unit basis from approximately £8 (accessories) to £129 (premium jackets), with most clothing items between £15 and £99, and seasonal sale events offering up to 70% off. The company has a subscriber-only outlet section ('The Outlet') gated behind email registration, and a content library explaining fabric choices to support organic discovery and SEO.

The business model is a one-time purchase DTC apparel model with no subscription, wholesale, or licensing revenue streams disclosed. Customer acquisition is driven through the website, an email newsletter, and Instagram (with light social media usage and community engagement via the #howiescape hashtag). The company has no disclosed funding rounds, parent company, or institutional investors, and management team data is not publicly available in the source material.

Name

Howies

Legal name

howies ltd

Website

https://howies.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Howies is a privately held UK DTC apparel company (howies ltd, headquartered in Carmarthen, Wales) selling GOTS-certified organic and sustainable active outdoor clothing for men and women through howies.co.uk, with global shipping and a subscriber-only outlet section.

Ownership category

akta.pro rank

Product category

Sustainable Outdoor Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

Keywords

• Sustainable apparel
• Organic clothing
• Outdoor wear
• Merino wool layers
• Recycled denim

Headquarters

HQ city

Carmarthen

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Product Sales: Direct e-commerce sales of organic and sustainable clothing including t-shirts, shirts, jackets, trousers, jeans, shorts, underwear, socks, and accessories. One-time purchase model with standard and express delivery options available globally.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Howies designs, manufactures, and sells organic and sustainable active outdoor clothing for men and women through direct-to-consumer e-commerce. The range includes jackets, Merino wool base layers, sweatshirts, shirts, organic cotton t-shirts, jeans, trousers, shorts, dresses, underwear, socks, accessories, and gift cards, made from GOTS certified organic cotton, Merino wool, Tencel, and recycled denim.

Product overview

Howies is a UK-based organic clothing company operating an e-commerce platform (howies.co.uk) that sells sustainable active outdoor clothing for men and women. The product portfolio spans two main customer segments (Men's and Women's) organized around product categories: outerwear (jackets), base layers (merino wool), knitwear and sweatshirts, tops and t-shirts, shirts, dresses, jeans and trousers, shorts, and underwear and socks. Key materials include GOTS certified organic cotton, Merino wool, recycled cotton denim (from Cone Mills), Tencel, and linen. Accessories include socks, hats, gloves, water bottles, bike maintenance products, and mugs. The company also operates a Gift Cards product and seasonal Sale events. Selvedge denim is a distinctive category featuring jeans woven on traditional shuttle looms. The entire range emphasizes lower impact natural and sustainable fibres with certifications including GOTS and OEKO-TEX 100.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Jackets Men's outerwear jackets built for active outdoor use, made from responsibly sourced materials such as organic cotton and treated with PFC-free DWR finishes.
• Men's Merino Layers Men's Merino wool base layers and thermal tops for outdoor activity and everyday wear.
• Men's Knits & Sweats Men's knitwear and sweatshirts designed for casual and active outdoor wear.
• Men's Shirts & Tops Men's shirts and tops suited for casual and active outdoor use.
• Men's Organic Cotton T-shirts Men's t-shirts made from GOTS certified organic cotton.
• Men's Jeans & Trousers Men's jeans and trousers built from responsibly sourced and recycled denim materials.
• Selvedge Denim Premium selvedge denim products woven on traditional shuttle looms for durability and character.
• Men's Shorts Men's shorts for active outdoor and casual use.
• Men's Underwear & Socks Men's underwear and socks, including Merino wool sock options.
• Women's Merino Layers Women's Merino wool base layers and thermal tops for outdoor activity and everyday wear.
• Women's Knits & Sweats Women's knitwear and sweatshirts designed for casual and active outdoor wear.
• Women's T-shirts, Tops & Shirts Women's t-shirts, tops, and shirts made from organic cotton and other responsible fibers.
• Women's Dresses Women's dresses made from responsibly sourced fabrics suitable for everyday wear.
• Women's Jeans & Trousers Women's jeans and trousers built from responsibly sourced and recycled denim materials.
• Women's Shorts & Skirts Women's shorts and skirts for active outdoor and casual use.
• Women's Underwear & Socks Women's underwear and socks, including Merino wool sock options.
• Accessories Branded accessories complementing the clothing range.
• Gift Cards Digital gift cards available at multiple denominations, redeemable on howies.co.uk.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

One partnership is on record.

• Cone Mills (Cone Denim)coreStrategic or Co-development PartnerCone Mills supplies recycled cotton denim fabric for Howies jeans and denim shorts. Established in 1891 by brothers Moses and Ceasar Cone, Cone Denim is known for authentic vintage weaves and innovative recycling technologies. Howies sources 100% recycled cotton denim (12.5oz) from Cone Mills for products like the Llew Denim Short and Tir Work Trouser.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Thought Clothing: UK sustainable fashion brand using organic cotton, bamboo, and hemp. Overlaps with Howies on organic cotton apparel, sustainable positioning, and UK/EU DTC customer base.
• Allbirds: Public sustainable apparel/footwear brand (though pivoting) using Merino wool, Tencel, and other natural materials. Comparable DTC e-commerce model, sustainability positioning, and material innovation focus.
• Finisterre: UK-based sustainable outdoor clothing brand headquartered in Cornwall. Closest direct comparable to Howies — same UK heritage positioning, organic/recycled materials, active outdoor customer base, and DTC-led model.
• tentree: Canadian sustainable apparel brand built around environmental impact (trees planted per item). Comparable DTC model, sustainable materials focus (organic cotton, recycled polyester), and mission-driven marketing.
• Veja: French sustainable footwear and apparel brand. Comparable B Corp sustainability positioning, transparent supply chain narrative, and DTC-led European brand identity.
• Icebreaker: Merino wool outdoor apparel brand with strong base layer and active outdoor positioning. Highly comparable on Merino wool base layers and socks, the same hero category for Howies.
• Cotopaxi: US sustainable outdoor brand with 'Questival' community focus and B Corp certification. Comparable sustainability-first positioning and overlapping active outdoor customer base.
• BAM (Bamboo Clothing): UK sustainable apparel brand specializing in bamboo-based clothing with active lifestyle positioning. Comparable DTC e-commerce model, sustainable materials emphasis, and overlap in base layers, underwear, and everyday wear.

Broad incumbents

• Patagonia: Iconic US-based outdoor apparel brand with deep sustainability credentials (1% for the Planet, Fair Trade, recycled materials). Directly comparable product category (outdoor jackets, base layers, casual wear) and overlapping customer base of environmentally conscious outdoor enthusiasts.
• Arc'teryx: Premium technical outdoor apparel brand owned by Amer Sports. Comparable jacket and base layer categories with overlapping climbing, hiking, and active outdoor customer base, though positioned at higher price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/howies
• Xx.com/howies
• LinkedInlinkedin.com/company/howies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Howies