Our Values

Individually we’re unique. But collectively we’re unstoppable. So, whether we win or lose, laugh or cry, agree or disagree, we do it as one STICHD. We’re connected, supportive and generous with our time and talents. When one of us drops the ball, we all stoop to pick it up. When one of us scores, we all celebrate. 

We make beautiful things: products people love to wear, experiences they’ll never forget.  

But our creativity doesn’t just live on the product floor. It runs through our business, from the design of our boxes to the decisions made in our board room, from developing new logistics solutions to spotting new sales opportunities. We don’t do ‘copy-paste’. We work closely with each brand, then come up with bespoke services and innovative solutions that surprise and delight our partners, and keep our customers coming back. 

We’re always on the move. Always exploring new categories, new trends, new opportunities. And always asking: “What if?”.  Like in 2009 when we raised eyebrows by pricing all PUMA’s socks at the same RRP. Or changing gear in 2015 and accelerating into motorsport. Or in 2021 when we teamed up with Manchester City and soared into the footballing stratosphere.   

Whatever we do, we do it with energy, optimism and 100% commitment.  

We don’t want ‘roles’ or ‘types’. We want you. Good days, bad days. Strengths, weaknesses. Your own unique personality and perspective. You.   

We see the whole person and truly value our differences, we can be honest and open with each other, knowing that even feedback delivered in the most ‘Dutch’ and direct way always comes from a good place! It also means we can feel safe to say:  “I messed up,” trusting that if one of us needs help, we’ll all drop everything to pitch in.  

We’ve come a long way. But throughout our journey, we’ve always kept our feet firmly on the ground. That means we don’t get ahead of ourselves, we don’t believe our own hype, and we never forget where we came from – or the ‘humble heroes’ that started it all.  

There’s a Dutch word, ‘nuchter’, which sums it up. It means “matter of fact” – “no nonsense”. To outsiders, this can sometimes seem a little ‘direct’! But really, it’s just because we believe that clarity is kindness: the quicker we get to the point, the quicker everyone can get on with what they do best.