Introducing Daily Seventh / D7 — our new sub-brand by Seventh
D7 has been a project we’ve been building for almost two years, a truly intentional one. Created for those who live intentionally, it’s a uniform for living, a new expression of our design language built for everyday life, grounded in the same Seventh values, now explored in a new space.
The Philosophy
The idea behind D7 developed after I read Make Your Day Count by John C. Maxwell, a book that made me reflect on how we use each day and what we’re doing daily to make our lives count.
D7 is built around that philosophy, creating a space to share stories about daily disciplines, principles, and morals. It’s about making every single day meaningful.
At its core, our design ethos and values remain the same. It’s simply a new expression of what Seventh stands for, seen from a new perspective.
The idea behind D7 developed after I read Make Your Day Count by John C. Maxwell, a book that made me reflect on how we use each day and what we’re doing daily to make our lives count.
D7 is built around that philosophy, creating a space to share stories about daily disciplines, principles, and morals. It’s about making every single day meaningful.
At its core, our design ethos and values remain the same. It’s simply a new expression of what Seventh stands for, seen from a new perspective.
The Concept
Designed for the rhythm of everyday life, D7 focuses on the pieces you reach for most, the ones that move with you, work with you, and last through it all.
Each piece carries the same attention to detail, construction, and fabric quality found in our mainline, refined for daily wear.
Thoughtfully designed silhouettes, easy layering, and considered materials come together to form a modern uniform built for function, comfort, and routine.
D7 represents the connection between design and the everyday, where craft meets purpose and where clothing becomes part of who you are.
Practical. Elevated. Effortless.
The Product
Product wise, the collection draws influence from 90s and early 2000s vintage archives, reimagined through a modern lens.
Each piece is made from 100% cotton fleece back fabric, giving it a substantial yet soft hand feel. The fits are oversized by nature, designed to move with you and elevate comfort without compromising shape.
Attention to detail is key, from seamless pockets that maintain a clean silhouette, to ribbon detailing on the hoodies, elasticated waistbands with hidden drawstrings, and a gusset panel at the front and back of the joggers for structure and movement.
An exaggerated seam line runs across both front and back to accentuate the curved silhouette, giving each piece its distinct D7 form.
The Vision
The aim for D7 is to continue building out this world, expanding the range season by season while staying true to the daily uniform concept.
Every product, piece, and story released under D7 will continue to explore how design can meet intention, shaping how we live, move, and express ourselves each day.
I truly believe we’re building something special here, and I’m excited to continue sharing this new journey with you.
Launching 31.10.25 at 6pm BST.
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