OUR PURPOSE

WE’RE ON A MISSION OF MINDFUL CONSUMPTION 

 

This means working to change the industry perspective from fast to slow by providing pieces that can be worn and loved for longer. 

We believe that sustainable clothing should never compromise. Since 1993, we’ve thoughtfully created garments with great style, high quality, and impeccable fit. We do this through responsible sourcing and ethical production so they can be consciously kept and given a second life after ownership.

Hear more about our purpose from our Head of Design, Emil Wiman: 

 

 

OUR DESIGN VALUES

 

STYLE
Timeless yet modern, our design aesthetic interprets classic elements for the real needs of everyday life.

QUALITY
We carefully select the highest quality materials so that your favourites never wear out. 

FIT
Our team of experts brings together comfort and silhouette for elevated pieces that feel effortless.

“Reaching two out of three isn’t enough, we always strive to achieve all three and to never compromise. I think that it’s this combination that makes a piece long-lasting.”

Emil Wiman, Head of Design