DAY 1

We kick things off by breaking down the impact of deadstock productions. This year, we uncovered beautiful, unused fabrics, and gave them a second life in the form of some people's favorites (us included): Blazers and Flannel Shirts.

Turns out, less can really be more – for our planet, customers and business. Why?

DAY 2

There’s never any guesswork — what you see is exactly what you get. For years, we've laid it all out, sharing every number behind our products. Seems like that never gets out of fashion.

Find out how salaries, marketing, rent and other expenses count when marking our prices.

DAY 3

Ever wondered how we make sure our clothes stand up to the test? Well, here’s a hint: it could soon involve you.

We’re looking for wear-testers, and we’re asking the ultimate experts: real people doing real-life stuff.

The task: test our products in development, wear them on your everyday life and pass your feedback. When the product is launched, you’ll get it for free.

DAY 4

Keeping it real: we know nobody’s perfect, and neither are we. Here’s to calling out the not-so-great moments. But this time, our clients at the center of the stage. Meet our worst reviews and get to know what we've done to tackle the issues presented.

DAY 5

It’s been a week of honesty, clarity, and no secrets. But we saved one last reveal for today: we’re turning our clothes inside out. Literally.
Every stitch, every seam, every quiet detail that usually stays hidden is now front and center, both in stores and online. Every piece is flipped inside out, putting the raw quality of our garments on display, so you can see what makes them truly worth wearing.