Why did we decide to start a fashion label?

We are in a climate crisis. The facts about pollution and its impact on our climate are serious and can have a stressful or even debilitating effect on some of us.


In this crisis, it may sound absurd to address fashion. But many of us are unaware of the disastrous effects of the fashion industry on our climate and society. Here we name a few of them:


  • A total of 8% of the world's CO₂-consumption is attributable to the apparel and footwear industry. This is more than all air and sea traffic combined.

  • 75% of all fiber production is man-made and ends up in our environment.

  • 20% of industrial water pollution can be attributed to the dyeing and treatment of textiles. 

These effects are difficult to imagine for many of us, because the productions and thus a large part of the associated pollution take place in the global south, far away from us, in often very poor regions of this world. So how can we be aware of these consequences if we don't even see the production of clothing?

This is the reason why the fast fashion industry continues to produce millions of tons of clothing every year. This is not at the expense of the consumer, but at the expense of the workers in the cotton fields, in the dyeing factories and in the production plants. Meanwhile, we still pay ridiculous prices for cheaply produced clothing. Human rights are not really an issue in this industry and are difficult to respect for various reasons. Many of the labels produce in politically unstable countries for strategic reasons. Unstable, bad conditions guarantee a more efficient exploitation and a big dependence of the productions of fashion labels, which produce in excess. This means that it is not the production site that determines the price, but the customers. Because if the fashion label does not receive the cheap price for the production, they jump off and go to the next factory.  


Considering this situation in the fashion industry and looking at our world of abundance and constant consumption, one could certainly think it would be superfluous to create another fashion label. 

But what we need in this broken and ignorant industry is fundamental systematic change. If there are many small labels that take on sustainability and ethical action as a business system and implement it holistically, 

Making consumers aware of the impact of fast fashion and showing transparency can have a big impact on our consumer behavior.



Jan Lenarz, activist, author and publisher

There is a need for labels that can become competitive through healthy and sustainable growth and thereby put pressure on large capitalist companies. 

There is a need for more responsible fashion labels that operate fairly, are considerate of all resources and prioritize human rights. Only in this way can we ensure a balanced dependency between production sites and fashion labels and create a fair economy. Because sustainability means much more than just a little organic cotton. It must involve rethinking business models and economic systems and be relevant to companies. This relevance is reinforced by regulations, competitive disadvantages, public pressure and customer demands. 

For these very reasons we decided 3 years ago to start an ethical label and enter the fashion business optimistic, considerate and transparent. In doing so, we never want to stop learning and always improve in what we do. Because we believe that with fair fashion we can change the world a little. 

Source: Fashion Changers, Knesebeck Verlag

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