Brand philosophy

I threw myself into building a brand without having any idea what was actually waiting for me. After graduating from the school of economics, I anchored the field of Marketing and Sales, so I can honestly say that I could only sew the bags in which you will receive the order. So I definitely wouldn't call myself a designer. I am rather enthusiastic and determined to teach the Czechs to sleep in quality clothes.

I was completely absorbed by the whole process, and even if one might think "yet another outfit", believe me, finding functional and responsible fashion made locally is still a bit difficult in the Czech lands. So what do I rely on?

Multifunctionality

The products are versatile and even if the primary purpose is nightwear, customers often dress up the shirts for day wear. And that was exactly my point. One time you fall asleep in the shirt, the second you shop in it, the third time you enjoy free time with your family. One of our products brings you many uses. In addition, linen is a very high-quality material and will last for years (in addition, it softens over time).

Locality

Two tailors earn money by sewing our products, and I am happy about that. Yes, we can certainly ask workshops abroad and sew for lower costs, but I don't want that. I know both seamstresses well and we have a nice and correct relationship. I know I can count on them.

The local origin of the material was quite difficult for me in the beginning. After many attempts to find Czech linen, I discovered the amazing Eva Jandíková, who weaves beautiful linen cloths (from French fibers) according to her designs in Czech weaving mills. Thus, the LUX line was created, a limited edition of more expensive Czech linens.

Also due to pricing, I included linen dyed in the Czech Republic, but woven in the Nordic countries.

We have the buttons dyed directly according to the material with our logo in Žirovnica. Knoflíky Žirovnice a.s. is one of the largest Czech manufacturers focused on buttons, work and fashion clips, stoppers, ends and other accessories for the clothing and fashion industry. The history of this production in Žirovnica dates back to 1863.

For bed linen, we use classic old Bohemian threaded buttons from the company Šlesinger , which were already used by our grandmothers.

Responsibility

To our planet. Unfortunately, it sounds like a cliché in the Czech Republic, but we only have one Earth. I personally care about the environment I live in and where our daughter will live. After her birth, I realize this even more.

That is also why we try to process the material to the last thread during production. You can find various accessories from the rest. By purchasing them, you support our idea of ​​complete processing of materials. And what we cannot process, we send even further. For example, clothes for dolls, hairpins or scraps are used as 100% natural filling material from our leftovers.

The products last for years and we usually prepare collections once a year so that the individual pieces work well together.

The materials are natural. You can read a lot of information about flax not only on this blog. I will mention only one. 2700 l of water is used for a cotton T-shirt!!! Compared to cotton, flax production requires 4x less water consumption and also causes 8x less water pollution with pesticides

By the way, you can find a very nice article about the use of water in the fashion industry on Slow Femme.

And so in conclusion, I embarked on the path of responsible business in the clothing industry. It may sound like an oxymoron, but if you help me, we can change that!