Formed in 2009 by William Kroll, Tender Co. is a brand based in history. The name comes from Britain's grand Steam Age: the train car that carried coal and water to fuel a train through its trip was called the tender. William has designed his collection to be as tough and functional as those cast-iron train cars were.
Also important are the ideas of care and consideration evoked by the word "tender;" William has built these qualities into his clothes. Whenever possible, the materials are sourced in Britain; all of the garments are produced in the UK. The denim pieces are dip-dyed by William himself using natural vegetable dyes: plant indigo from El Salvador and woad from Norfolk, England. These dyestuffs are beautiful but also nearly extinct in modern production.
William hopes the care that he takes in producing his garments will be felt and carried on by their new owner. As he writes in his "to the owner" letter, included with every pair of jeans: "Please wear your new TENDER item hard, but treat it with the respect that it has been made with - you are now its tender."
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