Our philosophy

Years ago, I learned to crochet.

Nothing fancy or complicated. Just dishcloths, small towels and that sort of thing.
I discovered that it gave me peace. That it helped my sometimes anxious mind settle down a little.

I remember once being in the local yarn shop and coming across a ball of yarn that was unbelievably soft. I immediately wanted to make something I could wear. Maybe a scarf.
I remember that the label said 100% polyester.

Back then, I thought polyester was just another natural fibre, like cotton or wool. I had no idea it was plastic. I didn't find that out until several years later, when I became a mother.
I remember not being able to understand at all that plastic – plastic! – could be turned into textile. And such textile, too, that feels SO soft to the touch.

And that is why I completely understand why polyester has become so popular. I really do!
But I don't think soft and cheap are good enough reasons to keep using it in such large quantities. And certainly not with the knowledge we have today.

Somewhere along the way, we began to accept some standards that perhaps we should never have accepted in the first place.
Synthetic materials have become the norm. Polyester has found its way into almost everything. Even the things made for our children.
And at some point, we stopped questioning it.

But we do.

And we don't just ask questions. We also want to offer an alternative.
A place where you can shop without having to put on your detective glasses.
Where natural fibres mean natural fibres. Not just 80%. Not just the cover. Not just the parts you can see.
A place where we spend less time making products sound better and more time actually making better products.

That is our philosophy.

Will you join us in raising the standard again?