The new movement

Wearing sustainable
innovation

It’s going on right now. We’re all part of it. The global movement towards a cleaner, safer and better world. We know, it may sound a bit heavy. But let’s face it, we’ve only got this planet. With no respect for people and the environment it doesn’t really matter what we do. To embrace the power and possibilities of the era is not only good business, it’s the only sustainable deal.

To us, fashion is more than just looking good. It’s about doing good. Our mission is to challenge the status quo, both in the fashion industry and in people’s minds. To take action. In fact, it’s been our agenda since 1969, so we have a pretty solid idea of what it takes.

There is no quick fix – and we see this as an opportunity. The journey is often the most inspiring part. It brings encounters with authentic people worldwide. It creates openness to the constant flow of knowledge and new ideas. It strengthens our uncompromising attitude as an innovative brand.

We believe in change. Change is good. And we think you share this attitude. Together we can turn knowledge into action and make real change. Let’s share our visions – with respect for people and the environment.

“Together we can turn knowledge into action”

| the new movement |

| Gotland |
Gotland is the largest island in the Baltic Sea. Besides natural beauty and a rich history, the island offers surf-friendly waters appreciated by our Friend of Knowledge Malin Fränberg.
| Unique environment |
Friend of Knowledge Malin Fränberg is greeted by the special nature and wildlife on Gotland, where one of the more spectacular elements is the rauks – ancient limestone rock formations.