Fashion industry is one of the most polluting human activities, from the starting materials to the delivery. But does it have to be like that? We all like to wear new hoodies and T-shirts. We all feel like buying something different which inspires us or make us feel good for some time. So the question is: can we still afford our “fashion addiction” and still being responsible fashion buyers or producers? We think this is possible. In this article you can find out some of the ways we try to be a responsible brand of streetwear.
Print on demand
From a prospective of a fashion retailer we aim to sell all what we have in stock. As fashion designers, we are creative people and we have always new ideas for new garments. A drawback of this business model is an unnecessary large stock of garments like hoodies and T-shirts that must be sold before the end of the “season”. It contributes to excessive consumerism which in return increases pollution of the environment. Some retailers now offer “pre-loved” clothes, but we came with a different idea. Our main approach is to sell on demand. In fact we do not have a stock, or we have a very small one. When we receive an order, we print on a T-shirt or hoodie the pattern that the customer chooses during the product selection. We hope this will make you, our customer, feel good for two reasons. First because you buy your special order where your taste matters – you will choose among a large set of colors and you will choose your favorite print position (front or back). Secondly, because we will be printing only the strictly necessary amount of T-shirts or hoodies, and not more than that.
Printing on demand also means that we do not waste inks and water. We print in The Netherlands, where environmental regulations allow only environmental friendly inks and printing methods.
Reject “fast fashion”
Moreover, we stay away from “fast fashion” and the mandatory seasonal collections. Our hoodies and T-shirts do not belong to any season nor to any year. You can find them for sale years later, if we still notice that our customers want them. All together we hope that this is a better way to be fashionable and yet responsible. We are a young brand and we are constantly evolving to find ways to provide you with better and nicer urban fashion which in return will not pollute our planet.
You can get to know more about us and support our vision by following us on social media (Instagram and Facebook), by participating in the discussions of this blog and, if you like, by becoming our ambassadors.