Our Story

Life is a rocky road with its ups and downs.

We’re on a mission to make sustainable fashion accessible to everyone. We do that by keeping prices low. We make quality basics that everyone has in their wardrobe. And we constantly keep improving the sustainability of our products and our supply chain. Sustainability is a journey and we are not yet at our destination.

Our goal is to minimise the problem of getting dressed appropriately, so you’ll have time to worry about the bigger picture. Whether it means waking up to a hectic routine with kids, an overwhelming day at work, or just plain harsh weather.

Through the rough seas – is a state of mind that means perseverance in front of adversity.

Our Mission

We have stood long enough in cold rain, to favour simple and functional design that focuses on materials respecting the harsh Northern climate.

To give consumers an alternative. Everyone should have the opportunity to make a positive impact through consumption. We’re here to show that it is possible to make sustainable fashion for everyone. And to change the industry system which is destroying our planet. We want to be at the forefront of innovation in sustainable fashion, leading the change in our industry.

Our goal is to minimise the problem of getting dressed appropriately, so you’ll have time to worry about the bigger picture. Whether it means waking up to a hectic routine with kids, an overwhelming day at work, or just plain harsh weather.