A Commitment to Quality, Sustainability, and Craftsmanship
In an industry dominated by mass production, we take a different approach, handprinting nearly all of our products ourselves here in Sweden. This isn’t just about aesthetics; it’s a decision rooted in quality, sustainability, and ethical production. But why do we insist on doing it this way?
1. Better Quality and Attention to Detail
Handprinting gives us full control over the process, ensuring that every garment meets our high standards. Unlike automated printing, this method allows for precise detailing, deeper color penetration, and a longer-lasting finish.
Each piece is carefully inspected and printed individually, which means no two garments are exactly alike. This slight variation adds a unique character to every item, something mass production simply can’t replicate.
2. Sustainable and Responsible Production
By keeping our production in-house, we avoid unnecessary overseas shipping and large-scale industrial output, significantly reducing our carbon footprint. It also gives us full transparency over our process, allowing us to ensure that every step meets our ethical standards.
Mass production is often tied to waste, overproduction, and unfair labor practices. Our localized, small-scale model lets us avoid those pitfalls—ensuring ethical conditions, fair wages, and mindful resource use.
3. Supporting Local Craftsmanship
By printing in Sweden, we’re able to support local artisans and uphold a high level of craftsmanship. Rather than outsourcing to faceless factories, we invest in skill, precision, and purpose. It’s a choice that strengthens the local creative community and enriches every product we deliver.
CEO’s Perspective: Why We Choose to Handprint
“For us, handprinting is about more than just making clothes—it’s about making them the right way. We want every piece to feel intentional, made with care and built to last. By printing nearly everything here in Sweden, we ensure that our values—quality, sustainability, and ethical craftsmanship—are stitched into every step. It’s slower, but it’s better. And it’s something we take great pride in.”