Morrows, the independent menswear and accessories shop on Putney High Street, has launched an ambitious crowdfunding campaign to raise £165,000 in a bid to restock its shelves and save the business from closure.
Run by father-and-son team Graham and Philip Morrow, the store is known for its carefully curated range of British-made socks, scarves, hats, umbrellas, and other classic goods. But rising costs, supply chain struggles, and post-COVID financial pressures have left the shop in a tough spot.
“I’m the fifth generation of my family in this business,” Philip explains in an appeal video. “We can trace our roots to the Liverpool hosiery trade in 1873. My great-grandfather started with one shop in 1912. By the 1950s, we had 22.”
The Putney shop opened a decade ago after years of trading online and at pop-ups. It quickly gained a loyal following for its timeless, high-quality products made exclusively in the UK—a principle that also supports dozens of small manufacturers. But over the past two years, the business has struggled.
“Business rates have gone up by 140%. The cost of making our socks has jumped by 25%. Two of our main British suppliers have gone under. And we’re still repaying a COVID loan,” said Philip. “We’ve been losing £15,000 in revenue annually just by not having enough shirts in stock.”
The plan: restock and survive
The £165,000 target will allow Morrows to restock its full range of best-selling items and recover from what they describe as a “perfect storm” of financial pressures. After transaction fees and taxes, they expect to see about £117,000—roughly what they used to spend on stock in a single year.
“We haven’t had Oxford shirts in two years,” Philip said. “If you’re a medium, you can only have spearmint instead of offering 12 colours.”
The campaign isn’t a traditional donation model. Instead, supporters invest by purchasing store credit in advance — from £30 all the way up to £2,500 — with vouchers to be issued within a week and valid in-store or online. Everyone who pledges will also receive a limited-edition Morrows tote bag, with larger pledges (£500) earning additional perks like socks named in their honour and a place on the shop’s “honours board.”
A call to the community
“We’re asking Putney residents to back us now—or we might not be here in two years,” Philip told Putney.news in an in-shop interview. “The best thing people can do is pledge early, use their credit soon, and share the campaign far and wide.”
He acknowledged that while many people might be tempted to save their credit for Christmas, an autumn boost would be far more helpful: “We do 25% of our turnover in the three weeks before Christmas. If everyone waits until then, it could be a logistical nightmare.”
The campaign is also a passionate call to protect the UK’s shrinking network of traditional manufacturers. “There used to be nine sock suppliers — we’re down to seven. Our main hat supplier, which had run for six generations, closed during lockdown. Another that made our ties had been running since 1740. Gone,” Phillip said.
More than just a shop
For the Morrows, the fight is about more than saving a shop. It’s about preserving the heritage of family-run British manufacturing—and keeping the spirit of the High Street alive.
“This isn’t just about us,” Philip said. “It’s about supporting the skilled craftspeople we buy from, cutting carbon by avoiding overseas shipping, and making sure local businesses still have a place in our communities.”
As the campaign launches, they’re urging anyone who loves quality British-made goods or simply wants to help keep Putney’s high street diverse and independent, to chip in, even if just £5 or £10.
“Share it with three people. And ask them to do the same,” said Philip. “That’s how we make it.”
To support the campaign or learn more, visit: https://www.crowdfunder.co.uk/p/morrows
It is a real shame. It might be worth mentioning the impact of Brexit on the business. EU expats do no view British brands as favourably as before. Many who did have gone back home. Not to mention the real impact on supply chain and difficulties to ship goods from the U.K. to the EU or simply process online payments.
Real shame as their goods are of quality and enjoyed by our family.