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Our promise




Everything that is produced will ultimately have some kind of impact on the environment and like any other industry, the clothing industry must do everything in its power to minimise its footprint. 

But as a company or industry we cannot do this on our own. Governments, authorities and individuals all need to pitch in to ensure that we save the planet for generations to come. We fully accept that we must work hard and tirelessly to improve, and that we have a long road ahead of us. Our promise to you is that we will strive to make our impact as small as possible and that we seek to become better every day. 




Responsible production and supply chain


For years, we’ve partnered with some of the best suppliers in the world and are constantly working with them to improve our products and make the manufacturing process even more efficient. We mainly manufacture our clothes in China and Vietnam, and regularly visit the factories to make sure that the working conditions, wages and waste management comply with the laws and codes of conduct in each country. Naturally, we follow the EU restrictions of hazardous chemicals in clothing and textiles and as of 2019 all our products are free from harmful PFCs. 

We design our clothes in Sweden and cut out the middlemen by selling our products directly to the consumer. By controlling the whole production chain – from the design and sourcing of materials to the suppliers and shipping – we can keep track of our environmental footprint and continue our work to minimise it. Plus, it allows us to keep our prices more affordable.

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Forget "fast fashion", we work with "slow fashion".


One of the best things you can do as a consumer is to buy quality clothing that is made to last. We only source the most durable materials on the market and hold our outdoor garments to the highest possible standards. Our clothes aren’t just tested in a lab – we put them through tough tests in the harsh Nordic climate and frequently wear them ourselves to make sure they live up to our expectations.

Many other brands switch out almost their entire product line each year and end up wasting their remaining stock. Instead, we keep most of our designs all year round and continuously tweak and improve the designs based on your feedback. We eliminate waste by selling every single garment in a collection before discontinuing it. And our products are timeless; they won’t go out of style just because the season changes. 

The animals - our best friends


We believe animals have the same right to our planet as we do, and our policies reflect this belief. 

For the sake of our feathered friends, we only use certified down. That means all our down comes from geese and ducks bred for the food industry and are neither live plucked nor force-fed. 

All wool in our products is certified, ensuring that sheep have not been subjected to the painful practice of mulesing and are treated fairly during and after shearing.

We’re committed to a no-fur policy and are a part of the international Fur Free Retailer Program, which means that none of our products can include any real fur.

This is where we are today. Our promise to you is that we will be even better tomorrow.