Our design philopsophy
We want to change the culture of consumption. We believe in 'buy less, but better,' which means prioritizing material. A material’s impact on durability and care is key. We chose merino wool for its superior comfort and function, but we know true durability is only achieved when this great material is combined with a perfect fit and function, ensuring you'll value it for years
The Material is everything
We exclusively use merino wool – nature's own high-tech material that is self-cleaning, lasts longer, and requires significantly less washing.
Wool is expensive; there's no denying it. Our raw material can cost up to 20 times more than conventional cotton, which demands respect for every fiber. But we see it as an investment, not an expense. Because a single, well-crafted merino product outlasts multiple cheaper ones, it is a far better investment in the long run—for your wallet, and for the environment.
No Seasons, trends or logos
Our design philosophy is centered on creating a core collection of timeless, versatile basics that replace the need for seasonal trends.
We draw inspiration from functional apparel—like outdoor, sport, and military wear—and refine it with classic, simple lines to create pieces that work for every occasion.
This versatility is supported by complex, easy-to-match colors and an obsessive focus on fit, which is why we spend around 12 months developing, testing, and tailoring every new product before we release it.
Our clothes are designed to have your back all day - from morning runs to meetings, dinner and travels.
A design process driven by you
Our design philosophy is simple: we only create products we know you truly need. Our customers play a vital role in our development, providing crucial feedback on new designs.
In our product development community everyone has the chance to request products, improvements and feedback.
We test-launch small batches with our most loyal customers to perfect the fit and quality before a larger production run. This process of listening, testing, and continuously improving never stops.
This same thoughtfulness extends to our production, where we design our patterns to minimize waste, such as cutting beanies and neck gaiters from the leftover fabric of our T-shirts.
Extend the life of your clothes
Our responsibility is to make a product that lasts. Your responsibility is to take care of it. Fortunately, merino is designed to require minimal care.
1. Wash less, air more
Thanks to the self-cleaning properties of merino wool, you don't need to wash your clothes nearly as often. Hang it to air out – it's better for the garment and for the environment.
2. Use your clothes in zones
Divide your clothes into three categories: 1) The newest for 'nice' wear. 2) The more worn-out for exercise or under a shirt. 3) The oldest for sleeping in. This way, you maximize the lifespan.
3. Repair, don't discard
Small holes can be easily repaired. Taking care of your clothes is the most important part of a responsible wardrobe. Get our best advice for washing and care.
