Slow fashion & the 5 Rs

Sustainability is one of our core principles and something we constantly consider and think about. Our aim as a company is to embrace the slow fashion movement and reject fast fashion. The fashion industry thrives on newness and consumption, paradoxical to sustainability. We do everything in our power to ensure that we combat this.

What is Slow Fashion?

Slow fashion is the idea that we buy less, and buy with the intention of something lasting a long time. It encourages slower production, unifies sustainability with ethics, and ultimately invites consumers to invest in well-made, long-lasting clothes. Something important to consider when purchasing an item is, “will I actually use this?” It is better to spend more money on something that will last a long time, as opposed to buying lots but sacrificing on quality. So, how can we really calculate if something is sustainable both environmentally and economically to purchase? 

Cost per use

One way to determine whether or not something is worth purchasing is by calculating the cost per use. For example, on average it rains in Bergen 239 days per year, (a whole lot of rain!) Our BRGN Lyn Coat costs 3999 NOK, which means that if you used it for one year and only wore it on the rainy days, the cost per use would be 16.72 NOK. Of course, if you buy our Lyn Coat you will use it for much longer than a year and will likely wear in on sunny days too, but this is something to consider when investing slightly more on a high quality item. You can work out the cost per use wherever you are by dividing the price by the amount of days per year you will likely wear it. It is a good way of taking extra consideration before you buy!

The 5 Rs

We want to explain what we do in our fight for a more sustainable fashion industry and what you can do to ensure our products last as long as they should. Reduce, Refuse, Repair, Recycle and Reuse are the five R's we live by. We commit to ensuring we do not participate in fast fashion and make choices that minimize our environmental impact. 

Reduce: We reduce our carbon footprint by not using unnecessary components in our design and packaging. Our products are timeless, seasonless and we never have sales because we believe this encourages people to buy items they don't need. 

Refuse: We refuse to compromise. We always use C0 DWR Eco coating (*), our fabrics are Bluesign (**) and we always visit our factories to check who is making our products and how they are being made.

Repair: It takes fewer resources to replace a part of a product than to replace it all. We offer our customers a repair service and encourage them to repair rather than replace.

Recycle: We minimize our carbon footprint by using fibres like recycled polyester to make our products. We also offer washing bags that prevent microplastic pollution.

Reuse: We aim to be a zero-waste brand. By using leftover fabrics our production is more sustainable and we encourage you to sell or gift your jacket to someone if you no longer want it. Don't throw it away!