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Our Purpose

Our purpose is to create a bra revolution to make the planet smile. Our designs are made to look stunning, while preventing overconsumption. We realize this with socially responsible production, sustainability in the heart of our business and truly transparent communication to you. Read more about our practices below.


Sustainable materials

We source innovative, environment friendly fabric:

  • We use TENCEL™ fabric for the lingerie. It's made out of renewable raw material; wood pulps. The fabric is made without harmful substances and is therefore certified with STANDARD 100 - nr. 1 by OEKO-TEX®. It also has the EU Ecolabel due to its significant lower environmental impact throughout the entire lifecycle. The trees used for the fabric are coming from sustainable plantations. We source fabric in the specific amount of meters that we need, so we create minimal leftovers. Our TENCEL™ fabrics are made in Turkey, Europe.
  • Lace fabric surplus and recycled yarn laces. These are surplus from other factories because they often need to buy fabric in huge amounts (per 1000+ meter) and finish not all of it, or miscalculations are made. By estimation, 40% of the world fabric production is wasted before it turns into garment. We use surplus fabric in order to minimize this waste, besides the fact that these fabrics are often gorgeous! We source the fabric left-overs from Italy and Latvia, both Europe. The left-overs from Italy have the Global Recycle Standard certificate, as they are made out of Polyester and Nylon waste. 
  • GOTS cotton for most of the homewear collection. This is cotton from India, turned into fabric in Bangladesh (under Fair Wear Foundation conditions, read more about this in the production part below). 

Our pre-shaped cups are made in France and the material is not sustainable. They consist of polyurethane and polyester which are synthetic materials. We communicate transparent about this and don't include cups as default in the bralettes. We encourage you to re-use cups you already have, or try the bralettes without cups. In the meantime we're on top of new developments and we hope to find sustainable cups soon.

We use no animal products in our production process. 

Revolutionary design and sizing system

Our designs are in-house created with care in The Netherlands. The design of our lingerie is versatile. Strap options give the opportunity to create complete different looks. With our sizing system, multiple traditional cup sizes come together in one size. Having some fluctuations in size due to hormones or weight lost/gain will be all fine. No need to buy a new item, because the fabric will embrace your size. In this way you can enjoy your items more often and better, so we can prevent overconsumption together. 

Social responsible production

The lingerie is locally made with love and care in The Netherlands and Latvia. We combine in-house production in Zeist with a local ateliers in Zeist for the summer collection of 2020. The fall 2020 collection and later is made in Latvia in a small family atelier. Everyone is working aligned with the Europe labor legislation in which work safety and fair compensation are among others important. We love to include our talented sewers in the creation process in order to obtain the best quality but also high work satisfaction for everyone. We have regular contact in times of production (weekly). Read more about our collaboration with the atelier in Latvia on the blog here.

Moreover, we minimize the transportation, waste of materials and redundant stock. Our production runs are very small and focussed on quality and sustainable impact. We collect all cutting scraps and use them for new garments whenever possible. Our in-house production is run on solar energy combined with green energy. 

We've put a lot of thought into the location of our production. We know 1 out of 6 people in the world work in the fashion industry of which only 2% received a living wage. Most of them work under inhuman conditions in Asia. Therefore, we don't just take our complete production to Europe, because this doesn't solve the problem in Asia. For our pajama's, we work together with a supplier in Bangladesh which is acknowledge as 'leader' by the Fair Wear Foundation, meaning they arranged working conditions well and this is monitored by daily visits. In this way, we support a fair alternative to the fast fashion workers in Bangladesh. We believe this is the way forward, to change the country from the inside out. Read more about it on our blog. 

Eco-friendly packaging

We limit the use of packaging materials to the amount that is really necessary to bring the items with good care to you. The package consists of a cardboard box and tissue paper on the inside for extra protection which are both recyclable. Our stickers are part of the Eco-Packaging Alliance of Noissue. They are made from FSC certified paper, printed with soy-based ink and they are acid free. Our tags are made from 100% recycled paper. Our hygiene liners are made from kraft paper instead of traditional plastic. 

Compensating CO2

By producing garments and delivering them, we indisputable have an impact on our planet. With our practices we try to minimize this impact and we compensate for the impact that is still there. Therefore we make a donation to One Tree Planted for each piece sold so they can plant one tree every time.

Transparency and pricing 

We share as much information as we can with you. We believe it's fair to share details about our price structure. Here's the average build-up of our prices:

  • 20% Production
  • 10% Materials
  • 21% Taxes
  • 2% Donations to plant trees
  • 5% Shipping & Packaging
  • 42% Company overhead costs (like marketing, sales commissions, website, sampling etc.) & profit, which gives us the opportunity to invest in new collections and expand

We hope this inspires many others to share information like this, because it's just fair to know where it ends up. 

We constantly improve and we love feedback. For tips and questions, feel free to contact us.


TencelGlobal Recycled StandardGOTS- global organic textile standard Fair wear Foundation