“New shirt? Cool!”
We are brainwashed to believe that new products make us cool. The "cool" kids have new clothes every other week. This will soon be a thing of the past. In the future the cool kids will have clothes that last a lifetime. In the future, you will receive more compliments the longer you have owned a garment. Not just because it is good for the environment, but also because it requires an eye for quality and aesthetics. It is rediculously easy to pay to be pretty, but it requires creativity and a strong backbone to choose clothes that will last for years. Not to mention, we all know how amazing it is to have a favorite piece of clothing. A garment you always feel good in. In the future we are going to have ten favorite garments instead of 100 that are OK.
Some pioneers are needed to break free from this pattern, but the ball has already begun to roll. Are you a pioneer?
Starting this fall, we are marking all our products with their production year. This tells you when the product was made and that it will never expire. That means that in two, ten or 30 years, you can look back at the production date and know (and show!) how long you have been using the product. So while fast fashion is trying to tell you that the t-shirt you bought six weeks ago is a little outdated, we are here to remind you that the t-shirt you bought six years ago is still the shit. Not to mention, if your daughter inherits your NP t-shirt, she can show her children just how long it's been in the family.
Founder and CEO