“ One of the things I’ve been thinking about lately is how the change in values makes the survival of the old values, where they do survive, all the more striking. “
The best thing we can do for the environment is to make small numbers of quality products that last a long time. A good product that is looked after is likely to have an extended life, which means we don’t need to make as many of them, said Daniel Brånby.
A piece of clothing is only as good as the accumulated skills of the people who create the material, cut the shape and join the pieces together. All our garments are made by human hand. And all these people deserve great respect and recognition for their professional expertise. Our garments would be nothing without them.
Our purpose is to enhance the beauty of craftsmanship making it part of high quality fashion. Considering craftsmen and artisans part of the artistic community, it is well known these forms of creation are dangerously disappearing day by day due to the new markets and fast fashion, characterised principally by mass production and outsourced manufacturing. Huge international brands compete with each other and while their sales get bigger, production times and cost are reduced, making craftsmanship the sector that suffers the most impact. Certain types of new consumers no longer value garments crafted by hand and these days society lives in a culture of the ‘now’, becoming more and more demanding of immediacy. Thus, one of the principal aims of our label is to enhance the beauty of craftsmanship whilst contributing to keeping this precious form of production alive.