Clothes are so much more than a way of covering the skin, each item says something about the person wearing it: it’s all about identity.
Our identity is stylishly simple but not plain. It’s hard-wearing but good-looking. It’s high quality but reasonably priced. It’s ethical and sustainable, because that’s the way it should be.
This was the thinking that launched us into manufacturing winter sports gear just a few years ago. It's a philosophy that keeps us true to who we are and what we do. We love winter sports and continue to scratch that itch with everything from hoodies to custom snowboards, but it didn't take long for us to venture below the snowline and become a mainstream fitness and casual brand serving customers across the globe.
Our influences are international, diverse and unconventional. Our founder has UK roots, the ski resort where our ideas were formed is Australian (not a country normally associated with snow, yet which contains the largest southern hemisphere resort), and we sealed our first manufacturing partnership in California, during a day's hiking through Griffith Park, overlooking LA.
This three-pronged, UK-Aus-US set of influences permeates our designs in a very real sense: our designers work in those three countries. Some designs might be edgy, others inspired from the athletics track, others from a stretching session on a yoga mat. The designs will be distinctive, they will be hard-wearing, they will be unique.
The first DSent products were produced with spending a day on the ski slopes in mind. Dark Sentinel was the let-your-hair-down side of the brand; after all, if you work hard, it's only right that you should get to play hard.
This distinction between the two versions of the brand still holds true, although often DSent and Dark Sentinel play in the same space; they're two faces of the same company, and both carry the assurance of high quality, reasonable prices and an unrelenting focus on ethical production.
As a company, we’re young. We’re working hard to be heard in a crowded, noisy market. We’re delighted and amazed to see the growing community of people who like what we do enough to join in, to comment on our social media, to agree with our focus on ethics, to show support and wear our name. We’re learning, we’re listening, we’re trying new things.
If you choose to let our clothes become yours, you'll project your identity through us, and allow us to tell the world something about you. That’s a privilege we don’t take lightly.