New Standard offers a collection of quality clothing basics made from 100% recycled material. 

New Standard was founded on the idea of change. Transforming the fashion system is a necessity to face humanity’s greatest challenges across environment and climate – and we believe everyone can make a difference. Our way? Weaving style, quality and comfort together with responsible practices. Creating the building blocks of a wardrobe that stand the test of time. Empowering you with the information needed to make better decisions.

New Standard is creating the building blocks for wardrobes that stands the test of time. Our products are 100% recycled, and their CO2 footprint is 50% smaller than the same items made from virgin materials. The manufacturing process uses 99.9% less water, and is free of harmful chemicals. Our clothes are inspired by yesterday, designed for now, and constructed for tomorrow. We don't chase trends or design for seasons. Instead, we focus on perfecting a permanent collection that will serve its purpose for years to come. To give you the information – the power – to connect the dots between your choices and their impact, we break down the value chain of each garment in the labels and our stores.

From rising sea levels to extreme rainfall and more powerful heatwaves, the consequences of climate change can no longer be ignored either by society or the fashion industry. It's now-or-never for our planet. That's why we want to work together with retailers, manufacturers, brands, policymakers, artists, technologists, and you to drive the systemic change in fashion towards greater environmental integrity.

Eetu Valjakka

Samuli Pehkonen

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