how it started
We have founded the company in 2021 and had our market launch in 2022, but it started all way before. Back in school, we separately started with our own fashion brands and soon realized, that it was extremely hard to actualize the ideas we had in mind. We simply couldn’t access the same resources as all the large corporations. Somewhere along the way our paths have crossed and we started thinking about creating a solution for all of this, because we knew that there were loads more people from our generation who want to build their own fashion brand.
We should all be aware of the disastrous conditions, under which most garments are being produced in Asia. Fashion designers and consumers have the responsibility alike to bring production back to Europe, where we can ensure good working conditions and create jobs for our economy. Imagine a world, where we manufacture innovative garments in high-tech factories in Europe, on-demand! No overproduction! All circular; just return your old garment and we upcycle or recycle it to create a new garment out of it. All of this being accessible to up-and-coming fashion designers to create more innovative and meaningful fashion brands with great garments. We want to empower young and ambitious people to create better fashion and be part of a thriving and supportive community.
Going for a comprehensive approach on sustainability, we are building a lean manufacturing platform based on circularity. This means, we only manufacture what is needed and cut waste to the minimum, wasting drastically less resources. Our clothes are high-end to make them long-lasting, enabling a circular life-cycle with resell, repair, upcycle, and recycle. We are Europe based because we want to reduce transportation, strengthen the reliability of the supply chain, create jobs for Europe and ensure ethical manufacturing under European laws.
the problem is mass production
Mass production causes huge amounts of waste through overproduction and drives the exploitation of workers.
This approach follows the lean manufacturing logic of maximum efficiency and minimum waste. The dominant logic of mass production creates huge amounts of waste, destroying our environment without creating more value for customers. We have built a modular value chain based on a KANBAN method, that enables us to produce efficiently only what is needed and have short lead times.
We are using only mono-fiber fabrics to enable the recycling of our fabrics. Cotton can't be recycled into cotton again. However, you can obtain cellulose from cotton, which can be made into lyocell fibers. As such, we want to introduce a lyocell fabric, which is made out of recycled cotton.
When we have reached this point, we are able to produce our garments on demand and to recycle them again. Step III introduces the QR-tags. With these tags, we can collect and save all the info about the garment along the loop. It enables us to track the lifecycle of the products and manage the returns. All fashion brands that use our products and services can access this network.
As we are able to track our products, we can introduce up-cycling to our platform. A product returns to the factory, gets deconstructed, and is made into a new product. Every garment can be designed to be made into a new product. This drastically improves resource efficiency, while creating "new" garments.