Sustainable fashion has gained massive popularity over the last decade. With high-street brands now selling clothes made of organic cotton and recycled materials, it seems that eco-fashion is becoming mainstream. Being a truly sustainable fashion brand goes far beyond using eco-friendly materials. It requires a complete reversal of the fashion system, prioritising waste reduction, ethical production, long-term supplier relationships, and full transparency over speed, growth, and newness.

This is how we unfashion the industry:

final sale

Let’s put it mildly: sale is not our thing. Huge discounts, especially when done every few months, contribute to the devaluation of products a lot of people put their hearts and hard work into. That’s just not fair for all the parties involved. Because what is the effect of the sale on the different parties in the supply chain? What does it do to you as a consumer? And why did we stop with the seasonal sale?

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Why transparency is key

“Take a stand”, “make a fist” and “be conscious of what you buy”. We can endlessly keep throwing statements, and for sure we will since the fashion industry absolutely needs that radical change, but how can we expect you to make a conscious choice when the journey behind clothing items remains untraceable?

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how we work with our partners

Who makes our clothes? Where are they sourced and produced? And, most importantly, under which circumstances? To us, ethical production and transparency aren’t things we’ve started doing recently because the consumer demands us to. They are - and always have been - in our DNA. Why? Simple. Everyone deserves to know where their clothes come from. Today, we go into more detail about supplier relations and how we work on this as a brand.

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Fashion already went too fast for the earth to keep up, and the current COVID-19 outbreak is pushing us all over the edge. Entire supply chains are shut down, and collections aren’t sold. The pressure on brands, suppliers and retailers is heavier than ever, yet nothing seems to change. Future deadlines stay the same, and if we don’t do anything, the rat race to the bottom will create a deadly squeeze for everyone. We can’t keep up anymore. Our industry has to change to create a fair system for everyone. We’ll tell you why.

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