ENVIRONMENTAL INTITIATIVES

We follow strict design requirements in product development. These requirements stress the importance of durability and multi functionality. Read our design philosophy.

We work politically to give the environment more attention in the clothing industry. We have (amongst other things) sent multiple letters to the government requesting an environmental tax. We also believe that the industry must take more responsibility, and use our position to front this as best we can. See examples here.

"Fast fashion" is the environment's worst enemy. We don't release new collections every season. We develop clothes with classic designs that last a long time.

Discounts are in many ways the one of the main contributors to overconsumption. We can't talk about sustainability and offer discounts at the same time. Read more about our discount philosophy under.

We also don't design for the lowest possible price. We put quality first, so that you can wear our garments as long as possible and own less. It may not be cheap, but it ensures that animals, people and plants in the supply chain are well off.

Local production has always been important to us. In the past, we’ve had local production at Tøyen, among other places. Now, we produce some products in our Microfactory at Løkka in Oslo. Read more about the importance of local production below.

We choose wool because it is a natural material, can be used for a long time without washing and fits hand in hand with our design philosophy. This means you can own less and play more.

We must fly less and less. That's something we take responsibility for. At the same time, we believe that traveling enables exploration and fosters good relationships. Trains solve a lot.

We are constantly working to make the company as sustainable as possible. So far, we have used both cardboard and paper packaging for our products. They look nice and are perceived as "sustainable" when customers receive their products. However, these packages have some weaknesses in protection, durability, and the footprint from production is not as positive as one might think.

Therefore, we have now switched to plastic bags to protect large parts of our assortment. Why? The arguments for and against are many, but plastic is superior when it comes to space utilization, durability, and reuse. Norwegians, in general, are very good at recycling plastic, and if the plastic bags from us are recycled correctly, the plastic can be used over and over again.

What is certain is that we all must fight for an oil-free future. We are now partners in a packaging project organized by the industry organization NF&TA, which will research the best solution. Let's hope we find something good! The hope must be to create systems where we reuse (not recycle) the packaging. Until then - dispose of the plastic in the plastic waste or use it for something else sensible!

The discussions around our packaging have been a sore subject in the office. Read about the dilemmas and themes in Behind The Seams, written by Adrian under.