In Partnership with rushFront

A former photographer and a retail-industry expert set out to create the premium everyday pieces they couldn’t find anywhere else. The result? rushFront, a modern comfortwear brand with purpose woven through every stitch.
There’s a new name in comfortwear quietly making waves from Aberdeen to the rest of the UK — and it began not in a boardroom, but around a kitchen table shared by husband-and-wife team, Michael and Kim Hughes.

The pair come from very different professional worlds — Michael a former professional photographer, Kim with years in the North East’s oil industry and major UK retail — but share two constants: a lifelong love of fashion and the everyday chaos of raising two children. Like many families, they found themselves caught between the ease of fast fashion and the aspirational pull of luxury brands, often landing somewhere unsatisfying in the middle.

“We love that feeling of wearing something new,” they say. “But increasingly, we couldn’t be sure of what we were buying.” Fast fashion served a purpose, but the quality didn’t always last beyond the first wash. Luxury, meanwhile, felt ever more out of reach. That widening gap sparked an idea.

Finding the Sweet Spot

rushFront was born from a simple observation: there was room — and real appetite — for a premium comfortwear brand that didn’t demand luxury prices. Something reliable, well-made, and designed for the rhythm of real life — whether that’s walking the dog, Saturday shopping, settling in for a night of Bake Off, or nipping to the pub.

The brand doesn’t claim to reinvent the wheel. Instead, rushFront focuses on what so many people crave right now: elevated everyday wear with a guarantee of quality. Their Signature range is built around the refined rF logo, while selected pieces come from UK suppliers using organic cotton and natural dyes. They’re open about not being a wholly eco brand — refreshingly honest in a market heavy on greenwashing — but the pieces that are sustainable are created with care, and often with a playful design approach.

What’s in a Name?

The brand’s identity comes straight from Michael’s own pace of life. “rush” reflects the perpetual motion of modern living; “Front” nods to the Scottish word gallus — bold, fearless, a little bit cheeky. Put together, rushFront captures the energy of a brand built to stand out, quietly confident without shouting.

Who It's For

Comfortwear, by nature, is democratic — and rushFront leans into that. The brand is deliberately unisex, appealing broadly to women aged 25–50 and men aged 30–55. But really, it’s for anyone who knows the joy of that one dependable piece in their wardrobe: the hoodie that feels like home, the sweatshirt that softens with every wear, the item that transitions from ‘new favourite’ to ‘never taking this off’.

rushFront understands that emotional journey — because it’s exactly what inspired them to start the brand in the first place.

Giving Back, Quietly

From the outset, Michael and Kim knew they wanted to tether the brand’s growth to something meaningful. They chose Teenage Cancer Trust — not as a marketing device, but as a genuine commitment. “We don’t want to use charity as a sales pitch,” they say. “If the charity ever felt it helpful to talk about our partnership, we’re open to it, but this is about giving back.”

It’s a thoughtful approach that mirrors the ethos of the brand: considered, quietly impactful, rooted in real care. As rushFront grows, they hope to expand their charitable reach — but Teenage Cancer Trust will always be their foundation.