Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening
— Coco Chanel

Our mission is to bring True fashion from niche to norm. And like with most things in life it’s better (achieved) together. We like to see ourselves as a collective, uniting all forces in the industry to put the ethics into aesthetics.

We run a fashion agency, representing Europe's most forward thinking brands, ran our own fashion store for nearly a decade, we organise events, consult on projects and provide fashion lovers worldwide with inspiration to make sustainable fashion choices. We believe in the 360 degree approach, in doing things thoroughly.

Definitions like fair, honest, eco and sustainable fashion are often used interchangeably, creating confusion as none of these definitions fully covers what it stands for. We felt that to make profound positive change in the fashion industry happen we needed a more holistic definition. That's why we introduced the term True Fashion which stands for fashion produced both in a fair and sustainable manner and more than that.