Passenger is a British outdoor and travel apparel label founded in 2012 by Richard and Alexa Sutcliffe, now headquartered in New Milton, Hampshire. It sells direct-to-consumer fleeces, hoodies, waterproof shells, joggers and organic-cotton tees in a muted, trail-and-campfire palette. Most of the range uses recycled or lower-impact fabrics, and the company plants a tree for every order. Growth Partner, backed by Richard Harpin, took a £15m minority stake in 2023 alongside former Gymshark CEO Steve Hewitt, who became chairman. Expansion continues via a US launch and a German distribution centre opened in 2025.
88% matchMEC shares a strong commitment to sustainability, similar style focus on outdoor technical gear, and the same earth-toned palette. The silhouettes and fit are close with a relaxed style, similar materials are used, and they occupy a mid-range price segment.
88% matchBoth brands emphasize outdoor and technical clothing with sustainable practices.
85% matchFjallraven, like Passenger, offers outdoor and technical clothing with a commitment to sustainable materials.
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