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what's behind the price tag?

The price you pay when buying clothes is not only what you see on the price tag. It includes a process from designing and choosing materials, to producing, exporting, and selling. Even behind these steps, there is a lot going on that consumers might not know about when making their purchase.

We have all heard the concept of fast fashion; trendy clothes for a lesser price. You buy a lot, use a few, and then either forget you have it or throw away most of it. Just to later on buy the latest trends again, and continue the cycle. This affects the world in many ways, including environmental and social aspects.


Fast fashion often translates to lower-quality garments, but why does this happen? To keep customers constantly craving new designs, the companies behind fast fashion deliberately reduce the quality of their products. One common tactic involves using single seams instead of double seams, resulting in easily torn garments that demand repairs. If you lack the skills to mend these items yourself, you're left with no option but to buy a replacement.

According to the report that is highlighted by SVT, made by “Unfit, Unfair, Unfashionable”,  each person can purchase 5 new garments per year in order to align with the Paris Agreement. However, the reality looks much different, on average a person purchases 50 new garments per person and year.  


The materials used are often low quality and synthetic, they are cheaper but much worse for the environment. It pressures the prices down. However, more often than not, the root cause lies in the exceptionally low wages and unjust working conditions prevalent in the garment manufacturing industry.

a simple example

It's imperative to acknowledge that inexpensive clothing comes at a cost, even if it's not immediately evident to the consumer. For instance, take the simple zipper, which alone can cost around 30 Swedish Kronor (SEK) at a minimum. When you encounter a garment priced at 50 SEK, it becomes apparent that someone, somewhere along the supply chain, is bearing the burden of that cost.

reducing the need for constant replacements.

When you invest in quality clothing, you're not just purchasing a piece of fabric with a price tag. You're making a choice that goes beyond mere aesthetics; it's a choice that embraces a world of positive impact, from the moment of creation to the very end of its life cycle.


By opting for quality, you're not just buying a piece of clothing; you're investing in the well-being of the planet and the artisans who create these pieces. When you choose garments made from superior materials, you're reducing the need for constant replacements. These clothes are designed to withstand the test of time, eliminating the wasteful churn of cheap, throwaway fashion.

consider a wardrobe built on high-quality garments crafted from good materials ready to be worn over and over again

We all appreciate the allure of fast fashion—trendy outfits at affordable prices. But there's an alternative, one that leads to a more sustainable and compassionate world. It begins with a shift in perspective. Instead of chasing an endless cycle of disposable fashion, consider a wardrobe built on high-quality garments crafted from good materials ready to be worn over and over again.


Picture clothing as a confident, forward-looking investment strategy. Here, you meticulously handpick and acquire only those items that genuinely align with your needs. Granted, investing the same amount of money in acquiring five high-quality, durable items as one would spend on purchasing fifty fast fashion items is a choice with profound implications for our planet. The ecological cost of producing, distributing, and disposing of these numerous low-quality garments is significantly higher than that of crafting a few well-made, enduring pieces. 

By embracing a wardrobe stocked with timeless, durable clothing, tailored precisely to meet your essential fashion requirements, you effectively eliminate the need for frequent replacements. The upshot? A dramatic reduction in the resources allocated to manufacturing, packaging, and shipping – all pivotal factors in mitigating the fashion industry's colossal environmental footprint. So, while the initial price tag may appear steeper, your astute investment strategy ensures that the true cost of ownership over time plummets significantly.

the mindset of charlie Ak

We are not ashamed of our price tag. We firmly believe in transparency when it comes to the cost of our garments. We understand that it is not always possible to lower the price without compromising on quality and ethical standards. We recognize that some companies may choose to cut corners and offer lower prices, but we firmly believe that those who do so are playing a different game—one that prioritizes profit over the well-being of the planet, the people involved in production, and the long-term satisfaction of our customers.

We operate with a deep understanding of the hidden costs within the fashion industry, recognizing that the price of clothing goes far beyond what's indicated on the price tag. We firmly believe in creating fashion that transcends mere aesthetics and resonates with the wearer on a profound level. It's our core belief that each design holds intrinsic value, from the careful selection of materials to the meticulous craftsmanship, and it's important to us that every individual feels a special connection when wearing our garments.

Our approach is rooted in addressing the detrimental effects of fast fashion. We understand the allure of trendy, low-priced clothing, but we see the negative impact it has on the environment and society. To counter this, we prioritize repair and durability in our fashion offerings, ensuring that our designs are built to last.

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