Nick Reed, who'd spent more than two decades in menswear including stints as buying and brand director at Charles Tyrwhitt and Moss Bros, founded Neem London in October 2021 to build a circular, recycled-materials brand aimed at an older customer the rest of menswear tends to ignore. The name comes from the Indian neem tree, prized for its natural healing properties, a reference Reed uses to frame the brand as a kind of antidote to fast fashion. Clothing is made ethically in Italy from materials sourced in Spain and Italy, sold online and out of a single store on London's Lamb's Conduit Street.