Hello awesome people!
We have no limited editions or seasonal collections, just one line of versatile everyday-wear for men and women to love and enjoy all year around. Think premium quality without breaking the bank. Super soft cotton and bamboo. Uncomplicated everyday essentials like T-shirts, sweaters, socks and underwear. Easy merino wool pieces, and some leather pants you’ll want to take dancing. Our philosophy shares common ground with the principles of eco fashion. How? We take steps to lessen our negative impact on the environment and for us, social responsibility is a must. You can read more about how we work here.
"BYE-BYE DESIGN COLLABORATIONS, LIMITED EDITIONS AND THAT INEVITABLE FADING SEASON.
CLOTHES SHOULD BE ABOUT QUALITY AND FIT. THAT IS WHY WE GIVE YOU CLASSICS IN SUPER SOFT,
LONG LASTING MATERIALS THAT LOOK AND FEEL REALLY GOOD.
YOU DON’T NEED ANOTHER SOY FAT-FREE CARAMEL MACCHIATO,
YOU NEED A BLACK COFFEE."
Founder of The Product
Fredrik is a 10th generation Osloite and the city’s mood and sense of quality is engrained in his genes. Driven by the insight and 20 years experience in the fashion industry, Fredrik, set out on a mission to break the stereotypical fashion mold. Determined to find out “what do we actually like to wear every day?”, Fredrik engaged with his family, friends and colleagues to create a recipe for a high quality – eco conscious – brand that delivers on comfort and value.