Why conscious clothing matters

Our brand stands for conscious, fair, and long-lasting fashion. We rely on certified textiles with verifiably sustainable standards—from organic cotton to recycled fibers—that meet strict ecological and social criteria. This creates a clear counterpoint to fast fashion, which focuses on quantity over quality.

The impact of fast-moving fashion is enormous. Over 100 billion items of clothing are produced worldwide every year, a figure that has doubled since 2000. At the same time, around 92 million tons of textile waste are produced annually – equivalent to a truckload of clothing being sent to landfills or incinerated every second. The environment also suffers massively: The fashion industry accounts for between two and eight percent of global CO₂ emissions, and the washing of synthetic textiles alone releases over half a million tons of microfibers into the ocean. Added to this is the immense water consumption: a single cotton T-shirt requires an average of around 2,700 liters of water.

Fast fashion thrives on garments being worn for increasingly shorter periods of time. Studies show that the average lifespan of clothing has decreased by more than a third in the last 15 years. At the same time, recycling is virtually nonexistent: Less than one percent of all textiles are processed into new clothing, while the overall proportion of recycled fibers is still less than ten percent.

We want to counteract this trend. That's why we focus on fair production conditions, sustainable materials, and timeless designs that can be worn for longer. Conscious consumption means conserving resources, reducing environmental impact, and treating people fairly in production. Every piece you buy from us should not only look good but also support a better future.