The vision for the Essential collection is to develop menswear that challenges the conventional production methods in the textile industry – without compromising on our core values of comfort and aesthetic. These styles are produced with sustainable materials and have many unique features, ensuring you a neat and stylish look. Every day.
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Sustainability is on the rise. Recently, consumers have been moving more and more towards the story behind their clothes, not just what they look like. Fortunately, many companies are also doing the same. Clothing manufacturers have begun to consider the environment when drawing and developing new collections. Conscious consumers have also begun to consider what philosophies and values they support when they purchase goods.
Sustainable clothing is many different things
Sustainability is a term used interchangeably. But what does sustainability mean, when it comes to clothing? For us, as a Danish company, our roots are planted firmly in a culture where sustainability and green change are important values. Therefore, we have naturally incorporated sustainability into our philosophy and design in everything we do. One of the most distinguishing features of Danish design is the choice of high-quality materials. Although the concept of 'Danish design' emerged through timeless designs back in the 1950s, high-quality materials today are the equivalent of sustainable and durable materials.
Therefore, when selecting materials for our collection of clothing, we naturally base our choice on considerations of sustainability and the environment. We think deeply about the experience and the values that we would like to represent when our customers buy our clothes. Sustainability through production and behavior is our shared, collective investment in the future.
When we talk about sustainability in clothing, it is especially obvious to talk about durability. Sustainability is also about reducing overconsumption. We have endeavored – and continue to endeavor – to create durable clothing that you can enjoy for a very long time. We also focus on the clothing we design to be classic and to fit almost any stylish outfit and personal expression.
In that way, we hope you will agree that our Essential collection does not consist of special items that you only take out of your wardrobe on very special occasions. Instead, our clothes will be chosen both for everyday wear, but also for parties and fancier events. Sustainability for us is, therefore, also to develop and offer the most essential elements of clothing in men's wardrobe – without compromising on comfort or exquisite style.
Essential Collection: Sustainable fashion for men with style and consideration
At SHAPING NEW TOMORROW, we have used lots of time on creating clothes, as you know today. As our ‘perfect pants’ and shirts come to the shelves, we have spent a great amount of time reflecting on how our visions of ‘perfect clothing’ could become a reality. The important consideration phase also presented us with an obvious opportunity to implement some valuable considerations. Thoughts on how to unify fashion, comfort, and sustainability in the final collection.
These considerations are reflected in our Essential collection. The launch of this collection has been in the works for over two years. This collection release is something of a milestone for us. We have challenged the conventional methods of textile production and manufacturing. We have also reached our goal of combining sustainable materials with our visions of classic, stylish menswear. Men’s clothing that is comfortable, fits all occasions and goes beyond trends and seasons.
The Essential collection is produced with cutting-edge technology that combines the best of the sports world with classic everyday wear. As with all other clothing we produce, we have thought carefully about the aesthetic expression and applicability of the clothing. Our goal with the collection is to improve the textile industry's standards in traditional clothing production so that we can help secure a new tomorrow.
What does “eco-friendly clothing” mean to you as a consumer?
At SHAPING NEW TOMORROW, we are aware that no production will ever become 100 % sustainable. But we can do a lot to take care of the environment when we produce new products, and we can also apply this in textile production. Besides, environmentally friendly clothing is also about the lifecycle and durability of the clothing and how it works in everyday life. If you buy clothing that ends up not living up to your expectations, it just ends up in the back of your closet, forgotten. Which is both annoying and wasteful.
Navigating the dense jungle of sustainability and considering all the options of choosing a responsible and environmentally friendly clothing brand can be overwhelming. So, we recommend that you, first and foremost, think about the functionality of the clothing. Secondly, find out what materials the clothing is made of. Sustainable fashion can seem like an intangible concept when you have to choose one t-shirt over another. A good place to start is also to see if the clothes or materials have any certifications. You may not know exactly what the certifications mean, but whatever they indicate, you can be sure that environmental and ethical working conditions have been considered during production.
Certifications do not necessarily mean that the clothing you choose is sustainable. Here, you have to look at and relate to what materials have been used. It is well-known that many conventional materials wear down the environment and use the earth's natural resources. Of course, textile production requires resources – just like any other production. But here it is worth looking into whether, for example, the textiles used are recycled. With today's technologies, there are also many alternatives to conventional textiles that consider the environment.
What we know today and the technologies available today will undoubtedly change and improve in the future. Therefore, we also believe that in the future we will see much more clothing produced in recycled materials than we do today. At SHAPING NEW TOMORROW, our eco-friendly Essential collection has at least come to stay, so you, as a consumer, can make a few more sustainable decisions in the future.
Practical features for optimal comfort
The functionality of clothing is very important to us, as you can wear clothes more than once. Functionality can also include how well the garment holds its shape or requires less washing to save water. Our Essential clothing has been developed with these functionalities in mind. The fabric we have used for this collection is very lightweight and feels extremely soft against the skin. It is also made from sustainable materials that are created to last longer and give more durability.
We have also added several technical features that make the clothes extremely comfortable to wear – even for extended periods. The technical features are all instrumental in ensuring optimum comfort and, more specifically, this means that the material is heat-regulating, sweat-resistant, wrinkle-free, anti-bacterial, and fast-drying. All of these features, combined with the sustainable material, ensure clothing that can be worn several times before it needs to be washed. At the same time, the features of the clothing can help save you valuable time in everyday life, as you do not have to worry about ironing your shirt.
The choice of material determines whether clothing is sustainable or not
For our Essential collection, we have largely considered which materials to choose. The bulk of the material consists of recycled polyester. We have chosen to use polyester as the fibers are very durable and, combined with the unique features of the products, have a long life and retain their original design, even after many and frequent washes.
However, it is not any type of polyester we have used for the collection. The polyester thread comes from REPREVE®, a US manufacturer that makes recycled polyester from plastic bottles collected from landfills and the oceans. The bottles are transformed into a strong thread that can be used for clothing production. Compared to conventional polyester, REPREVE® consumes 45% less energy, emits 30% less CO2, and requires 20% less water in production, while at the same time making use of discarded plastic.
In combination with the polyester thread, we have used Ecovero™, which is a sustainable alternative to viscose. Ecovero™ is a natural material and is extracted from FSC® certified wood sources in an environmentally friendly production. All the water and chemicals are recycled in a closed-loop, ensuring 0 % pollution impact on the environment. Also, Ecovero™ is certified with the EU Eco-label.
To ensure optimum comfort in our Essential collection, we have added a touch of elastane to the material. We have done this since elastane serves the purpose of pulling the fabric back to its original shape after use. Therefore, elastane helps to ensure that the clothes do not need to be washed as often. Even if you do, the garment will not become loose or baggy.
Buy sustainable clothing at SHAPING NEW TOMORROW risk-free
Just because we are excited about our new, sustainable collection does not mean that you are completely convinced. Therefore, as always, we offer free shipping and 100 days free returns, regardless of the size of your purchase. So, you can buy sustainable clothing from us with confidence. This allows you to try our clothes – without any worries – in the comfort of your own home. We offer this service whether you shop online or in one of our stores.
You may think that we promise too much with our Essential collection, but we want to make sure you are pleasantly surprised by our clothes. The collection is a big step towards new and exciting technologies in textile production. This innovative collection also fits well with the direction in which SHAPING NEW TOMORROW is heading. A direction where more sustainable and responsible alternatives will be identified and utilized to challenge conventional textiles.