Manifesto

FIFI Brand Manifesto

 

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.

FIFI is a clothing brand for those who see fashion for what it is. It is a brand for those who actively dislike fashion. It is an anti-fashion brand.

FIFI does not have collections. We don’t take part in fashion shows. We have summer clothes and winter clothes. Our clothes are mainly black. Our logo is discrete and hidden from sight.

In FIFI we sell clothes for twice the price that we buy them (+tax). We use that margin to promote, store, pack and distribute our clothes. We aim to make a 5% profit and reinvest it in our expansion. Our aim is to reach as many consumers as possible as few times as possible.

We manufacture our clothes in the same region that we sell them. We pack our clothes tight and we ship them to a warehouse in your country. We ship all our customer orders nationally. 

We embrace creativity, individuality and expression. We believe that your words, your ideas, your movements and your creations express that. We believe your clothes don’t.

You are unique. Clothes are just clothes.