EST. 2025

Sustainability through quality, durability and efficient distribution.

Fashion is an evil industry. It creates a need for constant consumption with the sole objective of increasing the profits of its players. Fashion creates global inequality, uncontrolled consumerism, consumption of resources, and waste. Fashion creates millions of tons of waste.

The fashion industry is responsible for 10% of all global carbon emissions.

Fashion is sold as art, a form of creation, as a way for individuals to express their individuality. It promotes a succession of shows and events carefully created to distract consumers from the obvious: There is no creativity in fashion, just cyclical, eternal repetition. Fashion promises youth, sensuality, self-confidence, popularity, differentiation, individuality. It delivers none of that.