Our NOT SO ORDINARY sustainability approach

Did you know that according to our research, the majority of women who have purchased a dress for a specific occasion, only uses that dress at a maximum of 2 times?

For us, it's important to take responsibility for what we do, impact consumer behavior and make sure that every step of the life cycle of our garments is processed best way possible. Our goal is to increase the amount of uses throughout their life cycle and by doing so decrease each garments climate impact. 


How do we approach sustainability?

  1. We do not mass produce.
    Before we add a wider variety of sizes to a style, we make sure the styles are sought after by letting our customers request a size for the desired style. We are committed to catering to a wide range of sizes, but we are also committed to our environmental impact, and will therefore use an alternative way to ensure maximum use of a style and size.

    Meaning, you as our customer will help us only produce what is needed by requesting the size you want to rent in a specific style.
    Nothing more, nothing less.

  2. We keep our production close – Designed in Sweden, European made.
    We want to make sure our garments can be made with shorter lead times and small quantities. We even produce as little as 1 at a time.

  3. Life cycle responsibility
    Clothes break, and knowing this, we have instituted a plan to make sure we mend anything that can be mended, but if it cannot be fixed, we will seek other possibilities in order to reuse or remake our garments.
    We want to make sure we take care of our garments all the way from production to the end of their life cycle. 

  4. Washing
    We evaluate every return we get and preform the necessary steps to ensure stains etc. is removed in the most optimal way possible. We use different methods depending on the condition of the garment. The two most used cleaning methods are washing and steaming. We do use dry cleaning when necessary.

  5. Shipping
    Shipping is undoubtedly a key component to our service, and we know transportation generates emissions. It is therefore crucial to partner with shipping companies with clear goals for the future regarding use of fossil fuels and that have proven records of reaching their goals.

  6. Packaging
    Our packaging is made out of Scandinavian trees that has grown in FSC-certified forests. They are also climate compensated.

Agenda 2030 

The global goals are, as we know, very important. We are determined to be part of the solution, and we are therefore implementing two of the goals to start with, that we find we can have the most impact on. We are focusing our attention on goal number 8. Decent work and economic growth and goal 12. Responsible consumption and production. 

We believe that by offering a better consumption alternative and maximize the number of uses (goal 12), through a circular business model, we can really make a difference in the affects a garment have on the environment. This in combination by offering clothes that have been responsible produced and by our own brand promote independent seamstresses who control their own business and working hours. (goal 8)