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Our Story

Why we do what we do

Founded in October 2013, we started off as a company mainly doing private label, selling our 20 years of experience in sourcing and manufacturing for the biggest brands in the world. Knowing all the right factories, but also knowing all the wrong ones, we had the expertise that most brands lack. We just never thought about starting our own...

But learning from the mistakes of others (and our own) and observing how retail was rapidly changing, we came more and more aware of the gap in the market we like to call functional clothing. This is why we started a brand with No Label. Purely supplying your demand in basics, whether it’s your favourite chino in 6 colours, that jumper you wear over and over in 3 different options or simply a pair of sneakers that is so comfortable you don’t want to take them off.

Our Story 1

Our mission: challenge the status quo

We will keep supplying the highest quality in basics, even though we get told every day by our competitors and fashionistas that this is not how fashion works. We believe our customers tell the difference every day, so damn us for challenging the established order…

Our promise

Our goal is simple: a perfectly basic collection of essential wardrobe pieces at fair prices yet with exceptional quality. No middleman, no bullshit. We buy straight from the source, add labour and logistics and you get exactly what you paid for, but this time in its most positive sense.

We do not compromise in quality, we might compromise in margin but it will come out of our end. We either make a product that deserves the price, or we do not make the product at all.

Maybe we don’t have every basic you wish for, but our reasons are simple. We only make a product in a factory that shares our standard of quality and believes in our mad pursuit of perfection. If we do not find common grounds here, we continue our quest until we find the right partner in crime.


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