Clothes are so much more than a way of covering the skin, each item says something about the person wearing it. As we like to say: '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 when he launched 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 produce fitness and casual clothes which are now worn across the globe.
Our influences are international. We have UK roots, the ski resort where our journey began is in Australia (not a country normally associated with snow), and our first manufacturing partnership was sealed in California, on a hill in Griffith Park, overlooking LA.
This three-pronged, UK-Aus-US set of influences permeates our designs in a very real sense: members of our design team are based in those three places. From edgy street designs to the athletics track, from a stretch-session on a yoga mat to a steamy night at a music festival. Whatever your thing, you can be sure the designs will be distinctive, hard-wearing, unique.
The first DSent products were produced with spending a day on the ski slopes in mind (you can find out more about our history and our schoolboy founder on the From Slopes To Street page). 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; DSent and Dark Sentinel are two sides 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 support our focus on ethics, to be moved enough to wear our name. We’re learning, we’re listening, we’re trying new things.
Choosing to let our clothes become yours means projecting your identity through us, in turn allowing us to tell the world something about you. That’s a privilege we don’t take lightly.