THE founders behind a new fashion brand Lovelin, which launched earlier this month, are firmly focused on ­giving back.

Owners Ross Muir and Chris Rankin plan to create a series of limited edition T-shirts and will partner up with different charities each time and donate £5 of the sales to their chosen charity.

As Ross said, the impetus for starting the Lanarkshire-based company came "from a desire to have a job that factored in everything we love and what we feel would be the perfect job".

This is the first time that he and business partner Chris have worked in the fashion industry.

"We are both from a creative background," says Ross.

"Chris studied graphic design and I am a wedding photographer. We both have a passion for seeking out underground artists and we feel that clothing fits in well with that kind of scene."

The idea of founding a fashion label came from a conversation they had over coffee and the choice to focus on T-shirts came naturally after that.

"We like simplicity," says Ross.

"We love the fact our online store has a small amount of products and the designs themselves are very clean and simple.

"We build up to the release of a limited edition tee that is only available for one week out of the month. We feel that it would be overshadowed if there were lots of other products available."

But simplicity doesn't mean that they don't have big ideas.

Their designs are limited edition with a new T-shirt design released every four weeks and only available to purchase for one week.

"Our version of limited edition isn't based on the amount of tees available, its the amount of time you have to get it," says Ross.

"After the week is over, it's gone forever."

This month's limited edition T-shirt, designed by graffiti artist Conzo Throb, is released on Monday at noon and runs until Sunday evening.

For their first charity link-up, Ross and Chris chose the charity Scotland for Animals.

"We like that Scotland for Animals is different from your typical animal-based charity," says Ross.

"I think when we talk about cruelty to animals we think about the domestic side of it but SFA are more geared towards the bigger picture.

"It is very passionate about stopping animal cruelty in abattoirs. The way these animals are treated is so inhumane its unbelievable and also illegal.

"It wants to introduce better measures to ensure animals do not suffer during the process.

"We feel it's something that is overlooked and are happy to be working with SFA."

They have plans to partner with charities campaigning about causes related to Alzheimer's, paediatric care and autism in the future.

The fact that they support local charities appeals to the customers, according to Ross:

"Our customers love the fact they are wearing a tee that helped go towards helping someone," he says.

"The tees are discreet in their message but our customers know exactly what they stand for.

"Our goal is to grow to the point where we can partner with bigger charities to make the biggest impact, so that when we are working with some of the smaller charities, who are struggling, we can make their campaigns with us more successful and beneficial to them.

"We hope by working with bigger charities, our awareness can grow and not only can we raise money for the bigger charities, this can hopefully lead to more successful campaigns for smaller ones."