Part of an Edinburgh University delegation to India during his Business & Geography degree, Charlie saw fashion’s environmental toll firsthand while studying cotton and garment industries.

Learning that each cotton shirt uses 2,700 litres of water, heavy pesticides, and contributes to 400,000 tonnes of UK landfill waste annually, he was compelled to act on the urgent need for sustainable change in the fashion industry.

Unable to shake this off, Charlie discovers hemp, an ancient fabric needing just rainwater (500 litres per shirt), softening with wear, and creasing less than linen.

Initially making and selling 150 shirts to friends and their dads, before moving to a stall at Portobello Road Market, the shirts’ eco-friendly appeal and quality craftsmanship quickly attracted attention from conscious shoppers and curious passersby alike.

For four years B&H is an evening hobby alongside the day job in accounting. Customer service, supplier discussions and marketing is done from an iPhone on audit lunch breaks.

Marketing takes an unusual turn as Charlie begins running marathons in shirts. The odd blend of outfits and sub-3 times cause the videos to go viral on TikTok and Instagram. Shirt sales boom.

Heeding the advice of Simon Squibb who, in front of a social media following of 15 million, tells Charlie that if he doesn’t quit his job and go full time on the business whilst unmarried, without children or a mortgage then he never will. 

Charlie heads out to India and Vietnam to share his vision for the future with the suppliers. Investment is made into inventory and product expansion. After five years focusing on shirts, B&H expands into a wider menswear offering and seeks to reinstate hemp as a mainstay of men’s wardrobes.