At What Daisy Did, Daisy and Ozric are strong believers in slow fashion, a term which describes our battle against consumerism in the fashion industry. The idea encourages consumers to slow down and make more conscious consumption decisions by asking a few simple questions. Origin of the product, labor fairness, and environmental impact are among these.
Their ethos is complete transparency. After spending several years working at most of the UK's major music festivals, working various roles associated with managing the site’s waste, Daisy and Ozric were astonished at the amount of waste at each event. This is the inspiration behind the lines they have designed. During a winter travel to India, the two met brothers, Manish and Pinu, who were fine leather craftsmen. They began collaborating with Daisy’s to create a line of recycled leather bag creations. The idea was to create something that wouldn't cost the earth, and also have a long life. They use timeless styles and hard wearing materials in a protest against synthetic and disposable fashion. The collaboration continues and the community benefits from the work that it brings.