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OUR PRINCIPLES

Sustainability has become a buzzword, for that reason it has become increasingly difficult to understand the claims a company is making in that area. We believe in transparency and honesty and are making it extra-clear what we mean by it for you.

labels curation criteria

We curate green labels that respect the planet and people without compromising the aesthetics of the final product.


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We curate our labels based on several values that we see to be different aspects of sustainability. No one is perfect when it comes to sustainability our aim is to support these labels on their way to more sustainable business practices and products. Attributing values to products and labels helps you understand better what you are purchasing as well as for us monitoring our partners.

values for curation >

We curate our labels based on several values that we see to be different aspects of sustainability. No one is perfect when it comes to sustainability our aim is to support these labels on their way to more sustainable business practices and products. Attributing values to products and labels helps you understand better what you are purchasing as well as for us monitoring our partners.

values for curation >

materials

We prioritize sustainable & durable materials that do not damage the Earth or its inhabitants.


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We favor natural, organic and recycled fibers and try to stay away from synthetic and mixed fibers. If we pick synthetic fibers, we favor sustainable and clean processes such as TENCEL® for lyocell. For beauty, we try to select mostly natural and organic ingredients and prefer packaging that has an innovative way to be sustainable.

materials >

We favor natural, organic and recycled fibers and try to stay away from synthetic and mixed fibers. If we pick synthetic fibers, we favor sustainable and clean processes such as TENCEL® for lyocell. For beauty, we try to select mostly natural and organic ingredients and prefer packaging that has an innovative way to be sustainable.

materials >

pricing transparency

Prices tell the truth about what is hidden behind the manufacturing processes.


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We are transparent about prices, because we believe that by understanding what composes the true cost of a product you can better understand how a small company like us operates. But also the whole fashion & beauty industry. Read more in our transparency pages.

pricing transparency >

We are transparent about prices, because we believe that by understanding what composes the true cost of a product you can better understand how a small company like us operates. But also the whole fashion & beauty industry. Read more in our transparency pages.

pricing transparency >

supply chain transparency

We strive for transparency in the entire supply chain from raw materials to the final product you get.


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Transparency is the first step in changing the industry. We want to show the progress of our labels knowing their supply chain to the beginning of the materials itself, the seed, or raw material. That is why we show a transparency wheel on every single product page and why we always ask our labels where and how they produce their products. We want to share accessible information to increase awareness for the process behind the production of the items we sell. We also try to stimulate the labels to keep self-improving in this field by asking questions.

supply chain transparency >

Transparency is the first step in changing the industry. We want to show the progress of our labels knowing their supply chain to the beginning of the materials itself, the seed, or raw material. That is why we show a transparency wheel on every single product page and why we always ask our labels where and how they produce their products. We want to share accessible information to increase awareness for the process behind the production of the items we sell. We also try to stimulate the labels to keep self-improving in this field by asking questions.

supply chain transparency >

shipping & packaging

We ship carbon neutral
and minimize emissions
from packaging.


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We have an impact on the top of the products we sell. Shipping and packaging are big parts of the footprint of an e-commerce company, therefore we strive to minimize our impact and compensate for what couldn’t be avoided. We also make conscious decisions about which companies to work with. We select the most innovative ones that are committed to drastically reduce or eliminate their environmental footprint. This is why we ship our packages by bike through a bike delivery service within The Netherlands and with DPD to the rest of the world, as they are completely CO2 neutral. 

packaging >

We have an impact on the top of the products we sell. Shipping and packaging are big parts of the footprint of an e-commerce company, therefore we strive to minimize our impact and compensate for what couldn’t be avoided. We also make conscious decisions about which companies to work with. We select the most innovative ones that are committed to drastically reduce or eliminate their environmental footprint. This is why we ship our packages by bike through a bike delivery service within The Netherlands and with DPD to the rest of the world, as they are completely CO2 neutral. 

packaging >

continuous improvement

We aim for continuous improvement because there is no such thing as a perfect way to be 100% sustainable.


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We understand that we are not perfect. In reality, the fashion industry can never be 100% sustainable. What we can do is keep on improving. We will continue finding new innovative labels, more environmentally friendly packing materials and cool ways to do business. We strive to check ourselves, improve where we currently fail and find new goals on the way. Where do you think we should improve? 

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We understand that we are not perfect. In reality, the fashion industry can never be 100% sustainable. What we can do is keep on improving. We will continue finding new innovative labels, more environmentally friendly packing materials and cool ways to do business. We strive to check ourselves, improve where we currently fail and find new goals on the way. Where do you think we should improve? 

quality

Our vision of sustainability is rooted in durability. We believe in curating products that you can cherish for the time you desire and even pass it on to others.


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We strive to curate high-quality products. These items are fighting fast fashion and should last for multiple years when they are loved and cared for the right way. The length of time depending on the type of product. For example, coats should last at least 5 years, shoes at least 3 years, and knitwear & jeans  at least 5 years. All depending on how you wear them of course, but in general items should be made to last.

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We strive to curate high-quality products. These items are fighting fast fashion and should last for multiple years when they are loved and cared for the right way. The length of time depending on the type of product. For example, coats should last at least 5 years, shoes at least 3 years, and knitwear & jeans  at least 5 years. All depending on how you wear them of course, but in general items should be made to last.

company culture

Our company is powered by team work, failure & learning and loads of passion to challenge the status quo!


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We want our products to be made in good working conditions and also strive for respected working conditions inside our team. Even if we are a small company, our employees should feel empowered, happy, and have the opportunity to develop their skills continuously. We cultivate a flat organization where everyone has the power to make change internally and externally.

team >

We want our products to be made in good working conditions and also strive for respected working conditions inside our team. Even if we are a small company, our employees should feel empowered, happy, and have the opportunity to develop their skills continuously. We cultivate a flat organization where everyone has the power to make change internally and externally.

team >

accessibility in price

We believe in inclusivity & accessibility which goes hand in hand with the curation of a wide price range of products to make sustainable fashion & beauty accessible for all.


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We believe that sustainable fashion should be accessible for all. That is why we want to provide affordable options. Those affordable options cannot compete with Primark prices that are completely unsustainable by design (fast fashion business model) but we strive to keep the average retail price of our products under 100 euro. If you are after our most affordable options check out ARMEDANGELS, Thinking MU & JAN ‘N JUNE.

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We believe that sustainable fashion should be accessible for all. That is why we want to provide affordable options. Those affordable options cannot compete with Primark prices that are completely unsustainable by design (fast fashion business model) but we strive to keep the average retail price of our products under 100 euro. If you are after our most affordable options check out ARMEDANGELS, Thinking MU & JAN ‘N JUNE.

education & communication

We learn, educate & communicate about the new developments in the
sustainable fashion industry.


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We want to share knowledge on sustainable fashion and clean beauty because knowledge is power. We aim to learn as much as possible about the issues and solutions and share it all with you so that we can take part in the change together. We mainly share insightful content via Instagram, newsletter and our blog and we’d love to have you on the learning journey!

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We want to share knowledge on sustainable fashion and clean beauty because knowledge is power. We aim to learn as much as possible about the issues and solutions and share it all with you so that we can take part in the change together. We mainly share insightful content via Instagram, newsletter and our blog and we’d love to have you on the learning journey!