The pursuit of perfection can often feel paralyzing, leading some to inaction rather than risk doing something that isn’t “perfect.” We believe it's not about having a few individuals living a perfectly sustainable life; instead, we need millions taking imperfect steps toward sustainability.

Currently, fashion consumption is at unprecedented levels, contributing significantly to global pollution and waste. In theory, achieving complete sustainability would mean no production at all, as every item carries a carbon footprint. However, this is impractical given that the apparel and textile industry is the fourth largest globally, with millions depending on it for their livelihoods. Thus, we must seek realistic, long-term solutions that ensure safe and ethical working conditions throughout the production chain while also addressing environmental challenges.

Sustainability is a complex and ever-changing journey, and it's important to celebrate each progress made. Sadly, the concept has become contentious, as many feel it’s being imposed on them, leading to an all-or-nothing mindset. Some are also deterred by the higher costs of sustainable options, like organic and fair trade products. The reality is that all choices come with a price. The rise of fast fashion has resulted in poorly made garments, with about 60% discarded within a year after minimal use. Choosing cheap, harmful materials incurs a significant environmental and public health cost.

Recently, sustainability has often been used as a marketing buzzword to pressure consumers into purchasing green products. For us, sustainability is about making a tangible difference rather than just a sales tactic. While our primary focus is on crafting exceptional streetwear, every production decision since our inception has been guided by sustainability principles.

We are committed to doing things correctly, avoiding shortcuts, and ensuring our pieces are ethically made, even if this takes more time. Sustainability is our benchmark, and as we continue to create clothing, we’ll constantly seek innovative ways to enhance our environmental efforts. While we recognize that there are already enough garments in circulation, consumer demand persists, so we aim to offer better alternatives through ethically produced organic and recycled fabrics that are designed to last.

As one of the most polluting industries—second only to oil and gas—we are acutely aware of the need for substantial progress. We strive to be transparent about our sustainability journey and the improvements we are working on. Our hope is to inspire others to make more sustainable choices, no matter how small they may seem.