Sure, we could tell you we’ve got it all figured out, but that wouldn’t be honest. We wish though. Doing things differently sometimes means taking the long road. Sustainability is an ongoing conversation, not a destination. It’s a series of researching, balancing trade-offs and tough decision making. What’s happening on an (inter)national- and industry level and why? What are the norms? And evenly important: how do we position ourselves against all of it. Who or what do we want to be? How can we stand out?

That’s why, from day one, our wish is to ensure that sustainability isn’t just a marketing tool—it’s embedded throughout the brand. Not because it looks good, but because it’s the only way we can live with ourselves. We see it as our responsibility to make sure you never have to second-guess the origins of what you wear. That means in practice:

• Our materials? Sourced exclusively from Europe. We're working towards organic cotton only—meaning no harmful pesticides, healthier soil, and better working conditions for farmers. If it’s polyester, it’s after-use recycled, reducing plastic waste and lowering our environmental footprint.
• Our garment production? In the Netherlands, employing people with limited access to the job market—offering fair wages, skills evelopment, and a renewed sense of purpose.
• Our transparency? Radical. No hidden stories throughout our supply chain. This means you always know what, where and who with regards to each item: What’s the item made of, where does is come from, who’s involved and under what conditions. Because let’s be honest—your favorite piece just feels better when you know it carries no trace of tragedy.
• Our items? Built for longevity. Every piece is made to make as much memories in it as possible, reducing the need for overconsumption and fighting the wastefulness of fast fashion.

But we also know that sustainability isn’t just about the materials we choose or the supply chain we build. It’s about something bigger. Growth, to us, isn’t just about scaling up—it’s about impact. And in fact, the more positive impact we want to make on the industry, the more we need to grow. If we truly want to be an example for the industry, for the world, we believe these two things will always go hand in hand.

That’s why our long-term wish is to expand our production to Asia—not to cut costs, but to create real change where it’s needed most. Exploitation, child labor, waste mismanagement, hazardous chemicals, inhumane working conditions. They are still the reality of the fashion industry. We refuse to look away. Instead of avoiding these regions, we aim to set a new standard from within.

We don't pretend to have all the answers, we will never claim perfection, we are going to make mistakes. Sustainability is a commitment, a constant process of learning, evaluating, and improving. But what we can promise is this: we want to lead by example in this field, and that means we will always do our best, always remain transparent, always be open to feedback and take you along with us.

Does this make us ‘sustainable’? You tell us. The extra mile is what we’re going for—towards the ‘make it look easy’-state. If you can picture it, it’s within reach. And mama didn’t raise a quitter. The future of fashion deserves nothing less.