5 Reasons Why 'In Print We Trust' Is Shaking Up UK Fashion And Media In 2025

As of December 15, 2025, the phrase "In Print We Trust" has evolved from a simple declaration of faith in physical media into a powerful, multifaceted movement, primarily spearheaded by a British-owned fashion brand that is currently disrupting the UK retail landscape. This entity has successfully merged the nostalgia and authority of print media with the urgent demands of modern sustainable fashion, creating a cultural phenomenon that resonates deeply with conscious consumers.

The core philosophy of "In Print We Trust" is a direct challenge to the ephemeral nature of digital content and the disposable culture of fast fashion. By focusing on quality, ethical production, and timeless, magazine-inspired aesthetics, the brand doesn't just sell clothing; it sells a statement about permanence, authenticity, and trust in tangible goods. This deep-dive explores how this concept is dominating headlines, what makes its products unique, and why its commitment to sustainability is setting a new industry standard.

The Genesis of a Movement: Brand Profile and Philosophical Roots

The "In Print We Trust" brand was established in 2013, quickly building a reputation around its playful, fun designs and its unwavering commitment to ethical production. It is a British-owned company, and a key figure in its development is Co-Founder Tess Davenport, who has helped steer the brand's vision from a niche concept to a major player in the sustainable fashion space.

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The phrase itself is a clever and provocative twist on the US national motto, "In God We Trust," which was adopted in 1956 and placed on US currency starting in 1957. By replacing "God" with "Print," the brand immediately taps into a cultural conversation about what modern society truly values and places its faith in—shifting the focus from the spiritual or financial to the verifiable, tangible authority of the written word and physical media. This philosophical foundation gives the brand a depth that most fashion labels lack.

• Founding Year: 2013
• Ownership: British-owned
• Key Figure: Tess Davenport (Co-Founder)
• Core Product: Sustainable Graphic Tees and Hoodies
• Aesthetic: Print-magazine inspired, vintage, playful, and bold.
• Motto Inspiration: A direct, secular inversion of the US motto "In God We Trust."

The Sustainable Revolution: Fighting Fast Fashion with Quality Craftsmanship

In a saturated market where fast fashion dominates social media feeds, In Print We Trust is making waves by championing a slow production model. This commitment is the most critical and current aspect of the brand's identity, positioning it as a leader in ethical commerce and directly addressing the growing consumer demand for environmentally responsible clothing.

Uncompromising Ethical and Environmental Practices

The brand’s success is intrinsically linked to its rigorous sustainability practices. They have moved far beyond simple eco-friendly claims to implement a comprehensive strategy across their supply chain.

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• 100% Sustainable Cotton: All graphic print T-shirts and hoodies are made from cotton that is sustainably sourced, drastically reducing the environmental impact associated with conventional cotton farming.
• Eco-Friendly Ink: The vibrant, magazine-inspired graphics are printed using eco-friendly ink, avoiding harsh chemicals and further minimizing the brand's ecological footprint.
• Ethical Labour: The brand promotes ethical labour practices, ensuring that the focus on sustainability extends beyond materials to the people involved in the manufacturing process.
• Timeless Design: By prioritizing timeless design over fleeting trends, the brand encourages consumers to buy less and buy better, directly combating the disposable nature of fast fashion.

This dedication to quality craftsmanship and a reduced environmental impact is why the brand is frequently cited as a small-but-mighty force shaking up the UK fashion scene, proving that profitability and ethical responsibility are not mutually exclusive.

A Deep Dive into the Aesthetic: Collections and Key Entities

The product line of In Print We Trust is a tangible manifestation of its philosophy: a celebration of physical media and vintage magazine culture. The designs are not just logos; they are often evocative, text-heavy graphics that look like pages ripped from a glossy, retro publication. This magazine-inspired graphics approach gives their apparel a distinct visual identity.

Signature Collections and Product Entities

The brand’s catalogue is built around several key product categories and recurring collections, each reinforcing the central theme of trusting in the printed word and tangible art.

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• Graphic Print T-shirts & Hoodies: The mainstay of the brand, featuring bold typography and vintage imagery.
• Accessories: Including Phone Cases and art prints, extending the "print" aesthetic beyond apparel.
• The Core Collection: A foundational line featuring classic, enduring designs like the "air dry framed art print" and "lucky shot framed art print."
• The Things We Love Collection: A more thematic collection featuring designs like the "beauty sleep baby tee" and the popular "chocolate baby tee," often utilizing a 'baby tee' silhouette that is currently trending.

Other notable design entities that frequently appear in their "New Arrivals" and best-sellers lists—highlighting their current relevance—include the "sweet or sour baby tee," the "after party baby tee," and the "24 hours a day baby tee."

Why Print Still Matters: The Broader Cultural Context

The success of the In Print We Trust brand is a microcosm of a larger cultural shift: a renewed appreciation for physical media in an overwhelmingly digital world. The core message—that there is authority, permanence, and quality in print—is a comforting antidote to the constant stream of fleeting, often unreliable information found online.

In a time dominated by "fake news" and algorithmic feeds, the notion of trust is paramount. Print media, from books and magazines to high-quality posters, carries an inherent weight of authority and curated effort. The brand’s popularity signifies that consumers are actively seeking products that represent these values: a slower pace, deliberate design, and a tangible connection to the world.

The brand, therefore, serves as a banner for a growing counter-movement that values quality craftsmanship and ethical sourcing over mass-produced goods. It is a declaration that the best things—from fashion to information—are those that are built to last and can be held in your hands. This is the ultimate power of the 'In Print We Trust' philosophy: it transforms a simple piece of clothing into a statement about cultural values and a commitment to a more sustainable, authentic future.