New generations are required to push boundaries and challenge conventions. No industry is immune, no dogma is eternal. We place our trust in innovation, but also on the accumulated human knowledge, to forge new trails in the fashion business.

Our business idea is simple: be playful, explore, and don’t fear innovation. If something feels right, fully commit to it, and share it with others. Be attentive to your customers, take from them insights, wishes, and guidelines forward. We are, in this regard, not alone.

We strive for perfection. By not taking anything for granted, everything can be improved. The question we ask is why? Why compromise between price and quality? Why should ethical consumption result in higher prices? Why should we allow large corporations to dominate and determine the future of fashion, focusing on constant consumption and wastefulness? Why should we not challenge the status quo?

Why is long-term thinking absent in the fashion industry, which instead prioritizes constant consumption and waste? And why not do something about it? In this sense, we see ourselves as a startup in the fashion industry. Our intention is to challenge practices, discover new ways of working, create new products, and find new ways of selling. Profit motives must take a step back and make room for what we consider equally important: innovation, quality, sustainability, and the environment.

Our goal is not to maximize profits, mass production, and to become a company among others. We believe in change, and although small, we do not lack confidence. Anyone who shares our vision for what the industry could be, a sector which takes into consideration the environment and the quality of the clothes produced, is welcome to participate.

Our vision is long-term: contribute to the sustainability of our planet, contribute, also, to its beauty.