Why we are here

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Why we are here

The circular economy is an amazing concept. We can continue to produce beautiful things without destroying our planet.’

Why we are here

The circular economy is an amazing concept. We can continue to produce beautiful things without destroying our planet.’

A world without waste

Being mindful of nature and people is a necessity. We envision a future in which the fashion industry finds a way of producing and consuming that does not stand in the way of our enjoyment nor that of future generations.

Circular design


We take the most popular and dirty fashion item in the world, a pair of jeans, and produce it in a circular way without losing a timeless sense of style.

Circular economy.

We are always busy improving our products. Our goal is to make our products 100% circular. In 2020 we want to launch the sample of a pair of jeans made from 100% recycled cotton.

Fair Factories.

By producing consciously, we directly create a safer and healthier working environment for our colleagues in the factories. In 2020 we want to have conducted a new social audit.

Positive Activism.

With a smile on our face, we tell the world about how our innovative production techniques will change the world for the better. We aim inspire others to start walking the talk. By 2020 we want to have influenced even more people, universities, and companies.

The sustainability
report - 2018

The sustainability
report - 2018

Circular economy

A circular economy is an alternative from the traditional linear economy. In a linear economy we take resources from the ground, we make things and throw them away at the end of life. In a circular economy, fabrics are kept at their highest value during use, and re-enter the economy after use, never ending up as waste.

Let’s all go circular?

There is one tiny challenge here. In order to make the circular economy an attractive proposition in fashion, recycled cotton would have to be cheaper than newly produced cotton, and not the other way around. However, this is not the case or rather, not yet. We don’t care, we want to be the pioneering brand showing the world that we can create a circular denim brand anyhow.