Back in 2018, Sam found herself struggling to find denim jeans that could fit her. Frustrated by sizing and how many high street brands leave you feeling hopeless when it comes to finding clothes that fit, Sam began exploring denim and the huge water consumption and process that are used to create one pair of jeans.

This led to the start of her interest in creating a circular fashion brand that priorities resourceful use of existing materials and re-imagining them so that they can continue for many more lifecycles.

Unsure on how to start or what to do, she ended up enrolling into university, where she developed 'Eye of Iris' for her final major project, the first iteration of what is now known as SCND HND.

Despite having the idea for the brand years prior, Sam struggled to create the brand she had always envisioned, in part due to her own mental health but also due to the challenge she had to overcome to only work with British manufacturers and business within all aspects of the supply chain.

From the inside labels, to the postal mailers, each detail has been carefully sourced to support British craftsmanship.