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collection 19 online launch - sunday 20pm


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Walk the talk

With a strong vision of complete transparency in the whole production chain, and an uncompromising no sale policy, we strive to create a responsibly produced wardrobe creating minimum waste. 

Our approach is holistic, and all our products are made within the frame of maximum use and minimum impact on the environment, avoiding mass consumerism. 

We create long lasting understated luxurious products in best quality made from certified responsible fabrics, from leftover fabrics, as well as locally produced products that tributes original craftsmanship. 

Timeless favourites that easily style items from previous collections with new, worn again and again. 

 A responsible wardrobe comes mostly on demand. It is our goal to slowly change our consumers (and fashion consumers in general) behaviour and make it the new normality to “buy on demand”. 

Waiting for your clothes is a conscious act that brings to light the actual value of a piece of clothing and furthermore makes it possible to produce only what is sold already, with a minimum of waste. It is our ambition to end up creating 80% on demand. 

Through our physical and digital Parade events, which are a part of our core business model, we ensure that we can directly educate and inspire our end consumers towards a more sustainable way of consuming textile and fashion, as well as we can collect valuable data in order to target our production, minimising waste.

Below is a map of how we operate . We call it our "Walk the talk Map".

The Responsible Wardrobe

We operate with following 3 product concepts in order to target our goals of less waste:   


With our Pre- ordered garments we turn the traditional way of shopping upside down, only producing what you actually purchase. In this case, you pay half the price upon order placement and the rest upon delivery. Once all orders have been collected, we start the production, and this means you will have to wait patiently for your garment to be finished. Sometimes, this only takes a few weeks, while with other items – like our handmade knitwear – it will take longer. However, as with most other good things in life, the wait is usually also worth the while… The inherent waiting time in our concept has several upsides, the first being that we believe it will help ensure truly wanted items. In addition to this, we hope it will bring back an understanding of the natural and true pace of a production and create an excitement about not just receiving the product, but also of the expectation that goes along with waiting for it. Last but not least, creating made-to-order garments allows us to adjust our production to genuine customer demand, and thus in turn avoid any excess waste and unsold stock items. In most cases our made-to-order garments are manufactured from leftover fabrics, while sometimes we also use materials such as organic cotton, silk and wool made from new. Using leftover materials means that the garments are only made in limited numbers, and this gives the pieces a unique, exclusive feature.    

 Ready-to-buy - from leftover fabrics 

 As the name suggests, our ready to buy pieces are those styles in our collection which you can get your hands on immediately. The garments are made from high-quality leftover fabrics and in limited numbers, meaning that when you pay a fair amount of money for one of our garments, you can rest assured most likely you will be the only one wearing it.     


Our wardrobe heroes refer to those carryover, style-able pieces, which have proven themselves worthy of a permanent spot in our assortment as wardrobe favorites. As all-time classics, they are the pieces that fit you perfectly and can save any look - and which you will therefore keep going back to, almost like a dear, trustworthy friend.  Our wardrobe heroes are made from certified materials, and are sold both as ready-to-buy items and sometimes also through wait lists before we start the production. This way we are able to get a sense of the actual customer demand and thus target our production more sustainably.