What is the idea?

The idea is to reduce the number of garments produced. This can be done in many ways, but the most effective, we believe, is to use the clothes we have already produces, in longer time. Therefor we want to produce durable simple apparel which most of us would like to wear on a daily basis. 

It is not a desire for us to be the only brand you choose, but we want to be around 25% of your clothing and we want to reduce the number of purchases of new garments be half. We want to do this by producing long lasting products, taking them back from you when used, resale the ones which can be sold, and reuse the rest.

In general we believe that not a single garment is sustainable in any way, and we want to be open and straight forward about the huge amount of resources the earth needs to produce in order for us to gain one product. We believe this is the absolute most honest a fashion brand can become – and that is how it should be.

Who are we?

We are anonymes for now, just know that we are there with you trying to do good!

Who will follow us?

To be honest, we have no idea whether anyone will follow. However we do see a clear shift in the demand from the public to fashion brands. We want to be there with the frontrunners of the revolution, if that is you, then we believe you will follow.

We will be very dependent on the frontrunners, as we don’t sell our products in the regular way. We don’t put ads on google and we do nat follow you with banner commercials because you visited us once or sowed interest.

If you would like to follow us you can do it voulentarity right here by signing up to our newsletter. We will be sharing our own thorughts and the latest information on our own revolution with you directly in your inbox.

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