Once upon a time, I realized that the clothes from the local store came from a company that used child labor.

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I told myself I would not buy any of their clothes.

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Trying to shop better, I got the expensive brands. Until I became aware of that a higher price does not guarantee neither ethical labor nor higher quality. Back at square one, I tried finding brands that were ethical and high-quality. Along the way, I learned a lot about what makes clothes - and products in general - good. I's not only about design, but also stitching, materials, cuts and labor standards.

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Trying to organize my new-found insights, I created a list with my approved brands. Considered these values - of ethical standards, natural materials, etc. - were so advocated in the fashion world, I realized they make it pretty hard to find all these products. Sure, go to any fashion site, and they will highlight their Code of Conduct. It looks good, but when you dig a little deeper you'll often find goals such as "We aim to pay all of our supply chain a living wage by 2025.". Read it again. Their workers aren't all even getting a living wage! These facts can often be hidden, and I decided that not every single person that would like to shop more mindfully would need to go through the same detective work that I had done.

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With this starting point, I set out on a mission to create a website that only featured local european, ethical, natural products - of course high-quality. The result is in front of you. We have just started and aren't nearly done. Our vision is for everyone to have the possibility of choosing ethically made products without all the hassle. We wish for the inhumane outsourcing methods to stop, and for local craftsmanship to flourish again. We hope to be a help on your journey to fewer, better.

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/Elisabeth Bergbom,

founder