Ten years ago, my quest for the perfect pair of jeans began. What started as a simple idea grew into a passion for craftsmanship, honesty, and natural materials.

I quickly learned how complex the fashion world is. Behind many “sustainable” labels lies mass production, exploitation, and deception. Eco-cotton is often not as eco-friendly as claimed, and “100% natural” can legally include a few percent of synthetics. Even most organic clothing is still sewn with polyester thread.

That’s why I chose a different path. I work with deadstock fabrics—materials already produced that would otherwise go to waste—and with natural, biodegradable fibers whenever possible. No fast fashion, but clothing with a story.

Every piece I make is handmade in Sweden. I use cotton sewing threads, biodegradable buttons, and metal zippers for durability. Not everything can be 100% pure, but each design is a step toward a fairer, more sustainable fashion world.

The prices reflect the real work: honest, small-scale, and free from exploitation. I’m not getting rich from it—but the satisfaction of creating something good and beautiful, together with people who share the same values, is priceless.