New Standard was founded on the belief that everyone can make a difference. What you decide to wear is a decision with the power to change; what you choose to buy is what the fashion industry is forced to become. Our way is to weave together style, quality, and comfort with responsible practices so that you don't have to compromise whendeciding what to wear.Our approach is based on using 100% recycled materials and manufacturing processes that have a minimal environmental impact. The CO2 footprint of our clothing is 50% smaller compared to the same items made from virgin materials. Our manufacturing process also uses 99.9% less water and 50% less energy. New Standard clothes are inspired by yesterday, designed for now, and constructed for tomorrow with the goal of them serving as your most used items for years to come. We don't chase trends or design for seasons. Instead, our sole focus is to perfect a permanent collection that will form a foundation for a wardrobe that stands the test of time.We are working towards a future where fashion no longer puts the planet and upcoming generations at risk. The first step towards our vision is to cut the emission of the fashion industry to half by 2030. Our goal is to be the driving force behind the change it takes from brands, manufacturers, policymakers, and consumers to make it happen. For the planet, it's now-or-never, so let's start today.

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New Standard

New Standard's headquarters in Helsinki, Finland

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