The Pursuit of Less
The world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever - packing our wardrobes, filling landfills and fueling incinerators.
Our promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. We can’t live without clothing, but we can make the pieces we choose to invest in count.
We're proud and humbled to have been allowed to address 100m live viewers on the BBC, speaking about the challenges in the fashion industry.Watch the interview
Our downtown showroom at Dalagatan 27, Stockholm, is open weekdays and Saturdays. Come by to get help finding your perfect size, browse our permanent collection or get a sneak peek of what's to come.Visit the showroom
Head over to our Garment Care section for updated care and repair instructions. We've also added three new garment care products that are as gentle on your clothing as they are on the planet.To the garment care guide