RESPONSIBILITY

OUR MISSION
Hack(ing) the fashion system. Evolving from a distinctive Scandinavian fashion brand, we are more than a way of dressing - we are a creative collective and diverse community of first movers, committed to environmental responsibility and progressive social activism, setting the tone for the next generation to follow.

NOT A SUSTAINABLE BRAND
We don't identify as a sustainable brand. We recognise the inherent contradiction between the current fashion industry that thrives off newness and consumption, and the concept of sustainability. So instead, we're focused on becoming the most responsible version of ourselves. Committed to making better choices every day across the business to minimise our social and environmental impact. We see this as our moral obligation.

EVER EVOLVING CONVERSATION
We've been pretty reserved in communicating about it in the past, mainly because we're scared of being called out for greenwashing. But we need to make more responsible choices, so it's easier for you to make them too. In the wake of a growing climate emergency every action matters. You could easily call us out for not being good enough, or not moving fast enough, and your criticism would most likely be justified, but we want to be honest and open about where we are in this journey.

To date we have worked with 3 UN Sustainable Development Goals, Gender Equality, Responsible Production and Consumption, and Climate Action, and committed to the targets set out in UNFCCC, NPEC & GFA. The last year has seen us introduce over 30+ responsible initiatives, including a take-back scheme, rental platform & introducing more certified, organic & recycled fabrics into our collections. Read more in the following pages.

WHATS NEXT?
We have 44 goals for the next 3 years which we will announce in our latest sustainability report launching April 2020.