We're building a sustainable brand that people can trust, now and always. We do this by starting with what goes closest to our skin and what we wear the most. We create innovative sustainable products and build a community that celebrates and supports environmental activism and more responsible living. Through education on our online platforms, our customers are learning how to be better consumers - together with us.Low ImpactWe put sustainability at the core of everything we do. We've invested in a green European supply chain to minimise our waste, water, and energy footprint - and by working with the highest globally certified sustainable standards for materials and production. We use sustainability as a core focus - not just as a superficial "nice to have". Most importantly we invest in the people and the knowledge that makes this fashion revolution possible.ActivismWe over invest in a more sustainable supply chain and in our own sustainable innovation, and we inspire activism by supporting important environmental causes. We always explain the how and why - and communicate with our customers and followers about doing what is right.TransparencyWe believe in showing the true impact of fashion - and always displaying information about where we make our clothes. In order to show the environmental impact to the customer - we've developed our own Impact Index - which is a tool for measuring the true cost of fashion. This tool calculates the total savings for water, waste, CO2, chemicals and energy by comparing our supply chain against the typical industry practices.HonestyWe're building a brand that people can trust now and forever by going the extra mile and always making things right (and letting our customers and followers know what is going wrong). We want to be a brand that feels so human you would actually want to be friends with them.