BUY LESS. PLAY MORE.
While others tell you that it's time to replace last year's clothes with something new, we ask you to wear and love your clothes for as long as possible. We do this through timeless design, no collections, smart materials, maintenance, and repair. And instead of pretending that it's possible to produce sustainable clothing, we tell you that there is no such thing as sustainable clothing. Period.
RELEASE THE CAMEL
Did you think wool only came from sheep? Think again. The camel can provide us with some of the best nature has to offer the human body. This shirt is designed for long days at the office and wild days with the wind in your hair.
Experiment: Local production
We are now conducting a major experiment and need your help. From the very beginning, our goal was to produce a wool jacket locally here in Norway. We believe that you will wear a garment longer when you know its true cost, who made it, and that it was produced locally.
The question we are left with: Is Norwegian production worth 6,800 NOK?
THE WORN ONCE DRESS
The Worn Once Dress is a symbol of overconsumption and is 100% made from influencers "worn once" clothes. The dress aims to change attitudes and make "worn 50 times" more attractive than "worn once."
Made in Oslo
LOCAL PRODUCTION
Does it have to be that those who make your clothes are poorly paid, hidden away, and forgotten? What if we instead got to know the people and craftsmanship behind the products? Stop by our Microfactory, say hello to the person making your clothes, and see how the product is created.
NEW STORE
NEW STORE AND A MICRO-FACTORY
Is the store of the future only online? We don't think so. Our new store at Grünerløkka in Oslo is an example of what we believe the store of the future should be. Yes, you can shop our clothes here, but first and foremost, we want to give our customers an awareness of craftsmanship through local production, maintenance, and repair in our micro-factory. At the same time, we aim to encourage everyone to use their clothes for a long time before buying new ones.
