Save up to 30% on selected items and enjoy free shipping.

Our mission

Water first.
Fashion second.

Just a catchy statement? Not at all! We create all of our products based on the Water First Approach and pay reparations to countries affected by the textile industry’s water pollution.

We pay reparations.

Correcting your own wrongs can never be 'help' – it’s reparation. We’re paying it to local organizations that know best about what needs to be repaired and how.

Taking responsibility

Made for Bangladesh.

Made in China,
Made in Ethiopia,
Made in Bangladesh.

Sounds familiar?
How about flipping it around?

A global problem

Water is one of the most overlooked issues in the fashion industry. With climate change and all, one that needs to be solved immediately. Don’t you agree?


Water is scarce!

Only 2.5% of our blue resources are actually fresh water while more than 40% of the planet’s population suffer from water scarcity. Translating into more than 840 million people who still lack basic access to clean drinking water.

Chemical pollution!

Did you know roughly 17 to 20% of industrial water pollution is owed to fabric dyes and finishing chemicals used to make our clothes? This water contains hormone-altering chemicals, colored dyes, and cleaning solvents that alter the pH, oxygen, nitrogen, and phosphorous levels in rivers. This contamination has been linked with increased rates of cancer, asthma, and workers have experienced second and third degree burns from the handling of chemicals. The majority of this contamination is seen in nations such as Indonesia, China, India and Bangladesh where textile manufacturing is less strictly regulated.

Plastic pollution!

Clothing and textiles are the no. 1 source of primary microplastics in our oceans and rivers. (IUCN 2017) When washed, synthetic clothes (made of nylon, acrylic, and polyester) releases tiny bits of plastic into our water system. Although humans do not eat micro-plastics directly, those micro particles still make their way up in our food chain. In fact, on average we ingest more than 5,800 particles of micro-plastic a year, and if we do not reduce our use of synthetic materials, the number will keep on rising.


Environmental impacts of EU consumption of textiles and clothing are difficult to estimate due to their diversity and the fact that they occur around the globe. A 2006 Joint Research Centre (JRC) report estimated that while food and drink, transport and private housing account for 70 to 80% of the environmental impact of EU consumption, clothing dominates the rest with a contribution of 2 to 10% depending on the type of impact. A 2017 report by Global Fashion Agenda (GFA), estimated the EU's environmental footprint caused by the consumption of textiles at 4 to 6%. Going into more detail, the 2017 Pulse of the Fashion Industry report, put together by GFA and the Boston Consulting Group, estimated that in 2015, the global textiles and clothing industry was responsible for the consumption of 79 billion cubic metres of water, 1,715 million tons of CO2 emissions and 92 million tons of waste. It also estimated that by 2030, under a business-as-usual scenario, these numbers would increase by at least 50%.

kind of different

Water First Approach

We need to rethink how clothes are made. We believe it’s time to put water first – not last.