LIFETIME SERVICE
This t-shirt is made with durable materials and a classic design. This helps the shirt last as long as possible, but the most important factor depends on how you treat it. If you take good care of the it, repair when needed and wash it only when you really need to, it will last you for many, many years. If you promise to do that, we will also help you out. We will give you care tips and help with repairs for the rest of the garment's life. Deal?

WASH LESS
This t-shirt doesn't have to be washed as often as t-shirts in other materials. Hang it out to air after use, and voilà! Good as new. The reason you don't need to wash wool as often is because of its ability to absorb large amounts of water vapor. This helps keep the skin dry, and thus prevent sweat, bacteria and odor.

It's a win-win situation: Spare the environment, spare your clothes, and hey – nobody likes doing laundry anyway, right?

MATERIAL
This t-shirt is made out of 72% Gots ​certified organic merino wool and 28% silk. In other words a completely natural product. Silk is very strong, and by including it we are able to make the product with very fine wool without it compromising the durability of the t-shirt.

Using organic wool means that there are strict requirements that need to be met throughout the whole value chain. Toxic chemicals are not used, the wool is mulesing-free and the garments are not treated with Superwash or other similar treatments, to name a few examples. Read more about why we use organic wool and its advantages here.

DESIGN PHILOSOPHY
A key part of our design philosophy is that we don't care about trends. We design clothes that will look good in 2, 10 and 100 years. Our goal is to design classics. Every. Time. That also means that our clothes have clean and simple designs, come in timeless colors and are without big logos and illustrations.

COMMUNITY
Usually, we offer the same colors all year 'round. Our goal is to develop garments that never expire, which makes it unacceptable for us to follow color trends or launch new collections every season. What we do instead is listen to our customers. If we see that a color is no longer wanted, stop making it. If we think that people want it back, we ask our customers what they want and launch whatever color is requested most. That way we create garments that we know the world wants, and avoid overproduction and overconsumption.

Do you want to take part in decisions like this in the future? Join our Community here.