SUSTAINABILITY
USE LESS RESOURCES
Does the world really need more clothing brands, even if they are sustainable? More new clothes always mean that more resources are being used. This thought is at the core of our brand. Our goal is not to expand the business as much as possible. We aim to generate enough income to pay everyone involved fairly, with a clearly defined limit on production and resource usage.
Let's say no to overconsumption in a radical way
This approach is at the core of our business, and it's what our brand name represents:
When developing new products, we restrict production to 10 pieces for each item – we make TEN IN A ROW.
MATERIALS
The materials and resources we use define who we are as a business. They make us unique. Through environmentally efficient material selection, innovative design, and product durability, we aim to slow down consumption and reduce environmental damage caused by production. The production of materials, such as fabrics and trimmings, consumes the largest share of resources (energy, water, chemicals) in the production process.
To address this, we have defined four material categories for our products:
Ecocycle
Ecocycling involves developing the best available sustainable solutions to reduce the environmental impact without compromising product durability and functionality. This means selecting materials known for their natural, durable, and environmentally-friendly properties, such as organic cotton and hemp. We believe it's essential to carefully consider all materials used in a garment, not just the main fabric. Therefore, all our labels are made from cotton, and we aim to avoid mixing natural, biodegradable materials with synthetic materials or trimmings. However, sometimes it is necessary to use trimmings like zippers or elastane for cuffs to create a functional and durable product.
Ecocycle represents the best sustainable solution we can currently achieve, even if some compromises are necessary to create lasting, durable products.
100% biodegradeable
For this category we are creating clean products with the end of the life cycle and recycling in mind. No synthetic materials are used for these products. All materials used, including fabric, sewing thread, trimmings, labels, and printing ink, are 100% biodegradable, making the product plastic-free. When products in this category reach the end of their use, they are designed to be safely composted or easily recycled.
RECYCLE
Recycling is the industrial process of breaking down used or waste products and transforming them into new materials. Our goal is to reduce the consumption of our natural resources. That's why we prioritize the use of materials like recycled cotton, which helps lower the amount of CO2 emissions, water consumption, and the use of harmful dying chemicals.
The recycling of cotton fibre is a mechanical process. Fabrics undergo various stages where they are torn apart until a fibre that can be spun again is obtained.
Another crucial aspect is that using recycled cotton allows us to achieve the desired colour of the garment by simply blending fibres of the same colour. This eliminates the need for the dyeing process, reducing water and chemical usage.
UPCYCLE
Upcycling involves adapting used or waste materials into new products with a different value or context. This includes sourcing materials that would have reached the end of their product life and reimagining their purpose to create functional items. We also rework surplus and deadstock fabrics that would otherwise go unused.