Design philosophy
We create every product with the intention of making a difference for the user and for the world, in both the short and long term. We see the innovation, design and product development process for each product as a long-term strategic investment for our company. We have a clear vision of what we want to achieve and no room for compromise.
“Our design is minimalist and free from unnecessary details, just like nature itself.”
Our design checklist
In a world overflowing with cheap stuff and fast trends, there are still things that last. Things that go from being garments in your wardrobe to becoming lifelong companions. Things that, thanks to their quality, functionality and style, never need to be replaced. But how do you create them? When it comes to technical apparel, we have identified a number of questions we ask ourselves before anything goes into production.
- Does this product deserve to exist?
- Will it last long enough?
- Is it versatile enough?
- Will it age beautifully?
- Nothing added that isn't needed?
- Will it be easy to repair?
- Is it durable enough for our rental program?
- Can we take care of the materials when it's worn out?
Less is more
Our product philosophy centers on creating products with a long lifespan, versatile functionality and minimalist constructions. Versatile functionality enables a smaller, smarter wardrobe for the end user and creates possibilities rather than limitations. The result is a happier user and resource efficiency at a system level. Our design is minimalist, free from unnecessary details and built on simple constructions. This creates beautiful products that last long and are easy to repair.
“To create products with a circular life cycle, we use materials that are as pure as possible and never blend natural and synthetic fibers.”
Circular materials
To create products with a circular life cycle, we have a policy of using materials that are as pure as possible and never blending natural and synthetic fibers. Instead, we blend wool with other biodegradable fibers such as Tencel lyocell, which makes the products both recyclable and biodegradable. In the same way, we blend synthetic polymers with other synthetic polymers when the function requires it. This approach is based on existing recycling methods and promising new developments. When and if new recycling technology breaks through, we will adapt our material policy accordingly.
