COLLECTIVE CHANGE
We have always used our brand as a vehicle for positive change, creating campaigns which push boundaries, partner with amazing organizations and raise awareness of important topics.
FASHION AS A STATEMENT FOR DEMOCRACY
In 2025, we launched the DEMOCRACY Collection, designed by artist Eike König, proving that fashion can be more than what we wear, it can be a statement for democratic values.
Through sales, we raised €32,355.45 for two partner NGOs: HateAid and cultures interactive e.V. Each organization received €16,200 to support their work promoting democracy, standing up against hate and disinformation, and empowering people to raise their voices online and offline.
The collection gave our community a way to wear their values visibly. Every purchase became a small act of resistance against rising hate and polarization. Eike König’s powerful design turned garments into conversation starters.
This campaign reminded us that fashion can amplify values, support movements, and fund organizations doing critical work to protect democracy. Thank you to everyone who stood with us.
FOR FACT’S SAKE
In 2025, we partnered with Wikipedia to support one of the last corners of the internet where knowledge isn’t sold, filtered, or manipulated by algorithms.
In times when facts are optional and noise is constant, free access to reliable information has never been more urgent. Real change starts with being informed. When we know better, we can do better.
Together, we created a limited capsule made from up to 100% recycled cotton featuring RCO100™ technology—premium mechanically recycled cotton that proves recycled can be high-quality. Each piece carries a message: freedom, equality, peace. Values that thrive when people are informed.
This collaboration was born from a shared belief:
progress doesn’t begin with slogans, it begins with facts. Access to information shouldn’t be a privilege. This wasn’t just about what you wear. It was about what you stand for.
KNIT LOVE CAMPAIGN
In 2025, we launched our new Knit Collection celebrating love in all its forms — from mother to daughter, partner to partner, you to yourself.
We partnered with Monika Sprüth (co-founder of Sprüth Magers gallery) and her daughter Paolina to showcase a bond like a good knit: mostly soft, sometimes scratchy, always strong.
We teamed up with artist PusherTony to spread love across the city through stickers in German, English, and Turkish. The Turkish saying “Sevgi, ekmek gibidir; bölüştükçe doyarız” translates to “Love is like bread; the more we share it, the more it nourishes us.” We invited our community to find and post these stickers for a chance to win knitwear, connecting online and offline worlds authentically.
The collection itself celebrates durability. From recycled cashmere to TENCEL™ Bouclé knit, every piece is designed to stay with you through seasons and stories. Because the things we love most are the ones we care for and keep close for years.
NO FOMO FRIDAY: THE ANTI-BLACK FRIDAY
In 2025, we refused to participate in Black Friday madness. Instead, we created NO FOMO FRIDAY — a week dedicated to making choices that truly matter.
Black Friday represents overconsumption, manipulative tactics, and stress-driven purchases. We wanted to offer something with real value. So we partnered with creators and designers: Tamina Orenda explained Black Friday’s origins and impact. Theresa Gross showed how to style what’s already in your wardrobe. Luca-Leander Wolz explored the psychology behind impulse buying. Rico from Lalira Studios turned torn pants into high fashion. Agnes Weber from MENDED demonstrated simple repairs.
NO FOMO FRIDAY was our counter to the rush: no stress, no impulsive buys, just intentional decisions. We focused on repairing, restyling, and getting creative with what you already own.
To be clear: we did not offer heavy Black Friday discounts. And we won’t next year either.