1.Planet-Friendly Materials: Prioritizing the use of organic cotton, recycled fabrics (cotton, PET, wool), hemp, linen, TENCEL™, and REFIBRA™. The goal is to use only natural or existing materials to minimize reliance on virgin resources.

2.Water Usage Reduction: Implementing water-saving technologies like laser treatments and ozone washing in the finishing process to drastically reduce water consumption, and using recycled grey water in production facilities.

3.Ethical Production and Fair Labor: Ensuring all products are made in certified factories that have undergone social audits (e.g., Fair Wear Foundation, Amfori BSCI). This includes upholding the International Labour Organization's (ILO) fundamental principles, such as no child labor, no discrimination, and safe working conditions.

4.Waste Consciousness: Minimizing waste throughout the entire production process and within the product life cycle. Unsold garments are never destroyed, but repurposed or recycled, and customers are encouraged to return old items.

5.Designing for Durability: Focusing on timeless designs and high-quality construction so garments last longer, promoting an emotional connection with clothing to combat fast fashion. This is supported by a three-year worldwide repair warranty.

6.Transparency and Traceability: Using technology like Retraced to map out the entire supply chain and provide consumers with complete information about the journey of their clothes from cotton to end consumer, countering greenwashing.

7.Clean Transport: Delivering clothes exclusively by boats and trucks to minimize the carbon footprint associated with shipping.

8.PETA Vegan Approved Status: Committing to animal-friendly alternatives by using materials like recycled paper for patches instead of leather and recycled PET for insulation instead of feathers, achieving 99% PETA vegan approval.