"Focus is on how we can educate and inspire to consume in better ways, make better decisions and how to take care of the items that we already have"
We believe in a world where we consume things we need and love without hurting people around us nor the environment.
Did you know that the cost of a handmade item seldom is about material but the labor - and don’t you think this is how it should be?
Handmade items are about craftsmanship, understanding of the materials in use and of course also pride. We have chosen to work with small production studios, geographically close to us where we can visit now and then. We want people working in the studios to work under nice conditions and be able to live good lives from what they are being paid.
Since we love to create items for women who work and live active lives, we are not interested in being part of the luxury section. This is sometimes seen as in conflict with our pricing strategy but we must stand by our view and produce items that we are proud of and not to use others to be able to produce cheaper items. This situation from the beginning is created by fast fashion. Simply said, we are used to pay too little for what we wear.
We believe that we can be part of creating better and more fair consumption habits.
We price our items by what they cost and we work by a direct to consumer concept which makes it possible to cut out costs and offer you a fair price. The fashion industry's standard pricing model is to multiply the items production cost with 5-8, ours is to multiply it by 3.
Our focus will never be on making cheaper items and lowering prices but to create great items and building a sustainable brand. Focus is on how we can educate and inspire to consume in better ways, make better decisions and how to take care of the items that we already have.
Elena & Joanna