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The goal and obsession
The everyday luxury experience.
The label
Rooted in the Scandinavian tradition for simplicity and quality, the UNDERWEARABLES range is a modern celebration of the hosiery classics. It embraces cotton as a natural source of delicacy and promotes a rejuvenating product experience based on a symbiosis between the inner self and the surrounding world. The collection explores a casual and simple universe with an aura of heritage. The fabric is made from a plain mercerised lightweight cotton jersey as well as a unique, specially manufactured signature pointel jersey, allowing both the no nonsense basic look and a cool and contemporary femininity.
The cotton
The key to the luxurious feel of the UNDERWEARABLES collection is the long staple Egyptian Giza cotton which is known among connoisseurs for its fine fiber quality and silky surface. The freshness of the cotton is preserved all the way during a manufacturing process completely free from formaldehyde, nickel, chlorine or the other chemicals and heavy metals normally used, in order to keep the unique silk-like feeling and a fabric free from toxic wastes for a soft finish and consistent quality philosophy. The result is a pure and unique cotton product that moves you with a natural delicacy and besides its’ quality-of-life benefits, furthermore feels softer and more breathable and luxurious against the skin.
The demand
In a world where a stress and toxins in our everyday life are causing allergic and hormonal reactions, consumers increasingly long for clean and honest products free from preservatives, especially for those exposed directly to the skin. This demand has already had a massive impact on the food and skincare market and formed a group of savvy urban consumers who not alone require design aesthetics, but also are conscious about their well-being and surrounding world. The recent change in the world economy has empowered those concerns and challenged the dream of wealth beyond risk and profit beyond cost into a world wide reality check on the balance between our material world and the global eco system. What was before a holistic trend has now become a regular conscience economy of self conscious slow-shoppers who increasingly look for balanced quality products with room for time and presence. The new buzz is controlled consumption where people are looking to buy less products in better quality and take strong interest in a sustainable value chain behind them. On a smaller or bigger scale, all consumers are reacting against blind mass consumption and replacing it with a more modest and responsible lifestyle and return to simplicity and things with a sincere history - items that last through time with strength and value.
The values
Quality Authenticity Balance Heritage
The moment
The dress moment is yours. UNDERWEARABLES is wearable underwear created for moments of everyday luxury; fresh as your bedlinen, soft as your skin, cool as your tee or crisp as your shirt. It is all up to you: In. Out. Night. Day
Reach high, for the stars enclose your soul.
Dream deep, for every dream precedes the goal.
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