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

New Standard

Men’s Clothing

Women’s Clothing

Basics

Clothing

Like said, everything feels and looks really nice. The long game of wear and tear is yet to be seen. Can't wait to see a more broader line of products and maybe even some collabs to make the brand stand-out more.

After using the shirt for multiple days and washing it I can say that the fabric is really amazing. Also the fit of the product is modern but still classic. The perfect t-shirt for every case and definitely worth the money.

I recieved a package that was put together with thought to the smallest detail. I love the fit and fabric of the basic white tee, and have definitely found a new staple in my closet…

Articles featuring New Standard