A personal perspective on materials, craft, and everyday luxury
half british™ didn’t start with a business plan.
It started with a question.
Why are the things we wear every day so often the ones made with the least care?
Growing Up Around Exceptional Materials
I grew up in Peru, a country deeply connected to some of the finest natural fibres in the world — especially alpaca.
Alpaca isn’t a trend where I come from. It’s a material that’s always been respected for its warmth, softness, and performance. It’s practical, durable, and quietly luxurious without ever needing to announce itself.
Later in life, I moved to London — a city where I discovered a very different, but equally powerful relationship with clothing.
Learning British Restraint
British style isn’t about excess.
It’s about restraint, longevity, and subtlety.
The things that last here — the coats, shoes, knits — aren’t loud. They’re well made, thoughtfully designed, and worn for years. They become part of daily life rather than seasonal statements.
Living in the UK taught me something important:
real luxury isn’t about being noticed — it’s about being relied on.
The Gap I Couldn’t Ignore
Somewhere between those two worlds, I started noticing a gap.
Even people who cared deeply about how they dressed often treated socks as an afterthought:
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Bought in bulk
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Replaced frequently
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Made from materials chosen for cost, not comfort
Yet socks are worn every single day. They’re in constant contact with your skin. They affect how warm, comfortable, and at ease you feel from morning to evening.
It felt backwards.
Why Socks Were the Right Place to Start
Socks are humble — and that’s exactly why they matter.
They don’t rely on trends or branding.
They succeed or fail entirely on how they feel, how they perform, and how long they last.
Starting with socks allowed me to focus on:
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Materials first
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Fit and comfort second
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Design that disappears into daily life
No noise. No shortcuts.
Just getting the essentials right.
Building half british™
half british™ was created to sit between two influences:
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The world’s finest natural fibres
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British refinement and restraint
Every decision is intentional:
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Natural fibres like alpaca and merino are chosen for performance, not marketing
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A small amount of elastane is used where necessary to improve fit and longevity
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Colours are neutral and timeless
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Design avoids novelty in favour of permanence
The goal is simple: fewer things, better made.
What “half british™” Really Means
The name reflects more than geography.
It represents:
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Cultural duality
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Respect for heritage without nostalgia
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Warmth balanced with restraint
half british™ isn’t about national identity.
It’s about perspective — bringing together the best of different worlds to create something modern, honest, and enduring.
Starting Small, Thinking Long Term
Socks are just the beginning.
The long-term vision for half british is to build a wardrobe of everyday essentials made with the same principles:
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Exceptional materials
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Thoughtful design
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Quiet confidence
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Longevity over volume
Because the things you wear every day should be the ones you trust most.
A Different Definition of Luxury
Luxury doesn’t have to be loud.
It doesn’t need logos or explanations.
Sometimes, it’s simply the feeling of putting something on in the morning and knowing it was made properly.
That’s why I started half british™.
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