On location with about:blank

After capturing their final drop of 2024 at West Cawthorne, we sat down with about:blank founders Perry Davies and Jack Henderson to discuss the brand’s ethos, vision and why North Yorkshire provided the perfect backdrop for this collection.

about:blank emerged from a shared vision between Perry and Jack to create a brand that embodies meaningful simplicity and timelessness. Their journey began through mutual friends, where a mutual desire to build a brand that resonates with a minimalist yet impactful aesthetic sparked their collaboration.

Perry’s expertise in menswear wholesale combined with Jack’s background in marketing and content creation allowed them to approach their project with both creativity and business acumen. “From the start, the concept wasn’t just about clothing—it was about crafting essentials that feel purposeful, much like the blank page in a web browser, representing endless potential and minimal distractions” explains Jack.

The creative process behind about:blank is deeply rooted in the subtleties of life—everyday moments, cultural influences, and the beauty found in simplicity. Inspiration flows from modern architecture, timeless design, music, and the fluidity of human movement within their environments. Jack states that “We strive to make pieces that seamlessly integrate into someone’s lifestyle, enhancing it rather than overtaking it. The goal is to tell stories through garments that resonate on a personal level.” Each garment tells a story, resonating on a personal level, and reflecting the journeys, moods, and emotions that define the creators at any given moment.

By developing detailed storyboards for every drop, about:blank fosters a deeper connection between the wearer and the pieces. “We believe that clothing is more than just fabric—it’s a narrative. Our collections reflect journeys, moods, and emotions that we feel connected to at that point in time. This process helps bring the collection to life, giving customers a glimpse into the inspiration behind each design.” Says Jack. 

In a vast industry, standing out requires a focus on controllable elements—quality, fit, and authenticity. about:blank invests in creating timeless, versatile pieces that integrate effortlessly into any wardrobe. Their commitment to exceptional materials and minimalist design cultivates a distinct identity, while prioritsing transparency and customer experience fosters trust and connection with their audience. Jack highlights that “High-quality materials and impeccable fit are non-negotiable for us. Our pieces are meant to be wardrobe staples—garments that people reach for every day and feel good in. That means they need to look and feel incredible and stand the test of time. The right fabric and construction elevate even the most minimal design, turning it into something that feels special every time it’s worn.”

Starting a brand is never without challenges, however, the biggest of all is taking the leap to begin with. “There’s never a “perfect” time - it’s all about trusting your instincts and pushing forward, even when uncertainties arise,” states Jack. “Building a brand means tackling challenges around pricing, quality, and customer trust, all while staying true to your vision. Our advice to anyone looking to start their own brand is to focus on what you stand for, remain consistent, and listen to your audience. Stay adaptable but never compromise your core values—you need those to stay grounded, especially as the brand grows.” Adaptability is crucial, but compromising on fundamental principles is not an option and it demonstrates resilience in the ever-evolving landscape of fashion.

The choice of West Cawthorne as the setting for their latest drop was imperative to bring a country concept to life. “West Cawthorne’s raw, open landscapes and minimalist charm perfectly matched the aesthetic and mood of our latest collection. The location’s unrefined beauty complemented the neutral tones and clean lines of our pieces, creating a seamless interaction between the environment and the clothing. It allowed the storytelling of the drop to come through in an authentic and visual way.” States Jack.

Looking ahead, about:blank aims to refine and expand their brand while remaining true to their foundations. Jack explains that “Our goal is to continue refining and expanding the brand without losing our core ethos. We want to build a community that appreciates thoughtful design and values quality over quantity. Future plans include expanding our range and potentially collaborating with like-minded brands to further enrich our storytelling. At the same time, we’re committed to maintaining the sense of intimacy and trust that our customers have come to expect from us.”

You can sign up to shop the newest about:blank drops by becoming a member, getting exclusive access and first looks as they bring you exciting new lines & restocks of favourites.

Visit the about:blank website and be sure to follow @about:blank on instagram to keep up to date with the latest from this exciting UK brand.

Photography courtesy of about:blank