2025 WRAPPED - OUR UPS AND DOWNS
We have a tradition of wrapping up the year with a very honest behind the seams review.
This year, we’re changing it up: more numbers, less text.
We hope you’ll like the format — and the honesty.
REPAIRS
854 – repairs carried out in-store
254 – repair kits sent to customers repairing at home
37 – paid repairs
NOK 11,004 excl. VAT – revenue from repairs
0.6 FTE – dedicated to repairs
27,132 – garments sold
In the coming years, we aim to repair more and create more jobs. We want you to use the service more — and not least, to pay for repairs.
In 2025, the ratio between garments sold and garments repaired was 3.1%.
Our big goal?
To repair as many garments as we sell.
revenue
NOK 25.9 million – total revenue
NOK -1.5 million – net loss
NOK 11.4 million – store revenue (44% of total revenue)
NOK 10,800 – second-hand revenue
NOK 470,000 – B2B revenue (direct sales to companies for corporate gifts or workwear)
NOK 1.5 million – costs reduced
8 FTEs – total in the company (six full-time)
For the first time in the company’s history, we did not experience growth. In itself, that’s not dramatic. But last year, our goal was to become profitable, and we didn’t achieve that, mainly due to a weak pre-Christmas period.
We must, of course, become profitable in order to survive, and to prove that our model deserves to exist. That means selling more, and earning more from our circular services.
How we plan to do that isn’t something we have space to explain here. But one thing is certain: we will not fall for the temptation of taking shortcuts just to make short-term money.
PRODUCTS AND INVENTORY
Best-selling products:
THE T-SHIRT in wool/silk, THE SOCK, and THE SHIRT are our top three, followed by THE GRANDPA and THE CREW LONGSLEEVE.
29,756 – total products in inventory
Products we have the most of: 2,900 THE ZIPLONGS, 3,488 THE ZIPBRA, and 4,780 THE T-SHIRT in wool/silk (women).
241 – chinos returned
1,680 – customer product reviews
4.8 out of 5 – average rating
If you’ve followed us for a while, you probably know that we struggle with high inventory levels on some products. That’s still the case, especially THE ZIPBRA SIDE and THE ZIPLONGS. They sell well. Just not well enough.
If you happen to be in the market for buying a lot, get in touch. For once, we’re open to making a “good deal.”
We launched some fantastic products last year that were snapped up quickly. THE CHINOS was one of them, but we made a major mistake and had to recall an entire batch.
Embarrassing. Demanding. Very expensive.
We were recently invited to apply for the award “Marketer of the Year in Norway.”
We didn’t have the time.
Too bad. We might have won?
Either way — last year we did a lot of counter-current communication and activism.
And we’re proud of that.
NOT EXACTLY YOUR TYPICAL MARKETING, IS IT?
4,000 – physical letters sent to customers, hand-signed. Read more here.
1 – letter to Mark Zuckerberg: Goodbye Meta! Read more here
1 – letter to the Norwegian government advocating for a textile tax, which resulted in a visit from the Minister of Climate and Environment. Read more here
1 – window poster where we reflected on what a company like ours can do in response to the conflict in Gaza. Read more here
1 – dress we produced that ended up featured in VG. Read more about the dress here.
0 – discount campaigns.
0 – seasonal collections launched.
transport
0 – flights taken by the company
0 – train journeys and tall-ship voyages arranged by the company
Having few flights is obviously a good thing. But this year we need to visit our manufacturers more often, so that number will go up.
There MUST also be train journeys and tall-ship trips.
Play More.
And last but not least:
? – customers who say their consumption has decreased because of us.
We haven’t measured this in a while.
That needs to change.
