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Practice what you preach

As a clothing brand, we acknowledge that the production of garments inevitably leaves an impact. That's why we try to design better garments to begin with, set reduction goals and caprture 110% of any unavoidable product emissions. We are also committed to being as transparent as possible about our emissions so that you, our valued customer, can make informed purchasing decisions.

Raising the bar

We've been measuring our impact since 2021, but decided it was time to take things up a notch. That’s why we’ve chosen to partner with Vaayu. Founded in 2022, Vaayu is a leading AI-powered emissions tracking platform, trusted by brands like Asket, Veja, and Klarna. With their extensive experience in the apparel industry as well as with machine learning technology, Vaayu helps us calculate our corporate carbon footprint and creates life-cycle assesments of all our garments, to measure our greenhouse gas (GHG) emissions and water scarcity impact. The life-cycle assessments cover all processes, from raw fibre extraction to how the garment is used and disposed of by customers. This helps us make data-driven decisions, ensuring compliance with the fashion industry's rapidly evolving legal landscape.

With Vaayu’s support, we’ve included an element on our product description pages that displays a detailed breakdown of each garment’s emissions during its entire life-cycle. We've included additional life cycle stages, such as the user phase and end-of-life. This expansion is a major step forward for us and sets us apart, as it’s not something many brands undertake. In addition, our detailed care guide and repair service encourages our customers to get the most wear out of their garment.

Curious to learn more about how Vaayu's emission estimates are calculated? Learn more about their methodology here.

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