Impact
Purpose is practised, not performed.
A house that advertises its generosity has already spent it.
Once this business has met its legitimate costs, its people and its obligations, half of the remaining profit is intended for social impact. It is a term of the model, decided before the first sale — so it can never be presented as a reaction to success.
How It Is Calculated
Revenue, less cost of goods, operating costs, staff costs, marketing, technology, logistics and applicable obligations, gives remaining profit.
Of that remaining profit, half is intended for charitable and social-impact initiatives. The other half is retained for growth, working capital, product development, technology and reserves.
To be precise about the language, because precision matters here: this is fifty percent of remaining profit. Not of sales. Not of revenue. Not of any single order.
What This Is Not
No beneficiaries have been selected. No organisation, cause or partner has been chosen, and none will be named until the choice is genuinely made rather than made for the sake of appearing to have made one.
No allocation has yet occurred, because no profit has yet been earned. Nothing on this page implies otherwise.
This is not a reason to buy a garment. The principle is stated once, in one place, and is attached to no product page. Buy the piece because it is good.
How It Will Be Kept Honest
The accounting treatment and the allocation mechanism will be established with professional advice, before the first allocation arises rather than improvised afterwards.
Remaining profit will be determined through proper accounts, under applicable law — not estimated.
In a period where there is no remaining profit, the allocation is nil, and will be reported as nil. The principle must never become a debt the business cannot meet, because a commitment that quietly bankrupts the house helps nobody.
Once allocations begin, they will be recorded and disclosed plainly — including the years in which nothing was allocated.
Why It Was Decided in Advance
A commitment made before there is anything to give is worth something. One announced after success is worth very little.
This was settled at the beginning, when the business had no revenue and no certainty, precisely so that it could never be mistaken for marketing.
It is simply part of what this house is intended to be.