Our craft? Creating fine clothing, offered at fair prices and made in skilled workshops with exemplary working conditions. But if we can be more respectful of the environment at the same time, why not?
We are all aware that rapid and significant changes are needed. In everyday life, this means developing a new relationship with the way we consume. Environmental awareness has gradually grown in recent years, through recycling, the rise of organic and fair trade.
From the outset, our ambition has been to become one of the finest French shirt brands, while remaining uncompromising on the quality of our craftsmanship and the fairness of our prices. To be as accessible as possible while placing men at the heart of our strategy. Skilled workshops with exemplary working conditions.
As a brand, we have a role to play: informing you about both the composition and making of your clothes, and their future, along with that of every element they contain.
We are convinced of it: together with you, we have the power to act meaningfully. Our advantage as a young brand? We are flexible and able to adapt more quickly; we form a strong community built on trust, and we speak to people who share our outlook. These close ties – characteristic of our generation – will enable us to change an industry that struggles to evolve and take risks.
We believe that, in our time, it is simply necessary to slow down in order to go further.
At a time when everything has to move quickly, we tend instead to take our time, whether in the process of creating our products or in making broader decisions. Thinking before acting, so that we act with full knowledge of the facts. Knowing, too, how to act at the right time. We believe that, in our time, it is simply necessary to slow down in order to go further.
In practical terms, what are we going to do? We are taking action! 2 years ago, we decided to collect our fabric offcuts, which could no longer be used to make shirts, and turn them into boxer shorts. In 2018, our first upcycled boxer shorts were born. That same year, we took our research into sustainable materials further.
Albini, with whom we have worked since our beginnings, is renowned worldwide for its exacting standards and the quality of its fabrics; the group was among the first to commit to the environment, integrating solar and hydroelectric energy into its production chain, even developing a fingerprint-based traceability system. We wanted to create 2 timeless styles, in the most authentic colours possible, returning materials to their original state. We worked with undyed cotton and linen, responsibly grown – both are GOTS certified.
But we did not stop there. Once we had found the materials, we began looking for natural buttons, choosing corozo buttons for our cotton shirt and boxwood buttons for our linen style.
To find out more about our Honest and Sustainable Trend collection, we invite you to read our detailed article!
So, is everything clean? And what do you do about packaging? This is precisely one of the biggest challenges we have faced. Today, most of our products are sent in disposable plastic packaging, with elements that allow the shirt to arrive with you in perfect condition.
For collar stays, we decided to replace the plastic version with cardboard for this production. Getting back to essentials, as we faced an entirely different challenge with plastic packaging. An issue that required months of research and reflection on our logistics – with paper or waxed fabric, how could we keep track of our some 200 references? What about exchanges and product returns? And above all: how could we ensure that our products were properly protected, kept dry and not damaged?
Long evenings spent asking ourselves questions, unable to find the right solution. Until we heard about Daphna Nissenbaum and her ambition to revolutionise sustainable packaging with TIPA. Packaging with the same properties as conventional plastic, but which breaks down after a few months in an industrial or home compost bin, like a banana or orange peel.
Magic? Discover our new packaging in this article!
We do not claim to be perfect; we simply want to act with an awareness of today’s issues and the consequences of our actions. We are stronger together, and together we can bring about considerable change.
