Join the disruption

Sustainability is not dead, it's simply misunderstood. Environmental (& collectively ESG) issues arising from the apparel industry have a widespread impact. It is widely recognized as a major contributor to environmental problems, primarily due to excessive production and the alarming human rights issues endured by factory workers. 

Over the past 25 years, both established and emerging brands have made significant efforts to embrace sustainability. However, it is also well known that these initiatives had limited impact so far. As a consumer ourselves, we believe that manufacturing practices such as waste reduction, the use of eco-friendly chemicals, fair treatment of workers etc. should have been standard practices from the outset.

Moreover, expecting consumers to buy fewer (and higher quality) products that last longer than cheap fast fashion is not a winning strategy, for many reasons. Most importantly, any strategy seeking to change consumer behavior, especially by trading short-term gain for a long-term intangible benefit for the greater good, is rarely successful.


We analyzed over 20 years of data, within the clothing sector & also across multiple other industries, and concluded that sustainability is not a separate value or belief system.

We are all sustainable in our own unique ways. Every small action, whether it be turning off lights when not in use or taking a shorter route when driving to a destination, contributes to sustainability, by maximizing the use of resources & reducing waste. For others, it might be different, but it does not make one more or less sustainable than others. We all do our part to the best of our abilities.


Our research indicates that the real bottleneck in helping sustainability become mainstream is not the lack of information. Instead, it is our reluctance to talk to each other about our own unique ways of following sustainability.

Additionally, our research underscored significant structural and regulatory barriers that pose immense challenges for established brands seeking to shift towards sustainable practices, particularly within the confines of existing supply chain frameworks.

To summarize:

  • Sustainability-focused emerging brands have generally misunderstood the concept of sustainability.
  • For established brands, transforming their existing infrastructure, particularly due to substantial regulatory barriers, does not seem feasible without regulatory changes.

As a result, widespread reach of sustainability and its related benefits remain elusive.


    1. In contrast to other emerging brands, we do not advocate an approach that encourages our consumers to buy less. While our products are crafted from the finest quality organic cotton, manufactured in fair-wage factories, and certified to use eco-friendly dyes, simply purchasing our products will not make you sustainable. If you do choose to buy any of our apparel, then,
      • the worst case scenario you will end up with a premium organic cotton, most durable essentials you have ever owned; and;
      • the best case scenario is that our innovative design sparks a single conversation & helps sustainability gain more foothold in your community. Check out a detailed blog post here.

  1. We believe that disruption is an obligation. Our mission is to pioneer a framework that surpasses mere transparency in ethical manufacturing and empowers you to influence the sustainability initiatives you support. Our approach is centered on you. If you want to support a certain sustainability initiative undertaken by a brand, then you should be able to have a say in how your support is helping that initiative. We make it work via a revolutionary new approach of a virtual supply chain which can be utilized by smaller emerging brands and established brands alike. the benefit is time, this will allow us and the general industry to implement better sustainability initiatives without waiting for major changes in the regulatory environment. We acknowledge, it is ambitious project and we encourage you to check our roadmap 2025.


      And to build a sustainable future for all. We hope you will join us in our journey. 

      We understand not everyone will be onboard, but a sufficient number is enough.

      So, welcome aboard, and let's make a difference together!