Do you know that? You buy a pure wool cardigan. Perhaps with a slightly guilty conscience because of the price. Because the price makes you suspect that something was wrong in the supply chain. Or everything.

Anyway, after a year or so, the armpit seam comes undone. You sew it yourself, in the evening on the sofa with a good film. Then you consider buying a $7.99 pilling razor to get rid of those pesky little lumps on your jacket that keep forming and making it look like you could use it to pull off the paint of this old dresser down in the basement.

Because you don't want to buy an even cheaper electronic device for a cardigan that was a bit too cheap, which will probably go even faster across the Jordan, you sit down in front of a good film in the evening and patiently dribble off every damned pilling with your fingertips. Then you decide to only buy the expensive wool detergent. Because the detergent promises that the dumplings will spread more slowly with it.

Barely three weeks later, a relentless pilling fuzzes in the plastic zipper of your jacket. Pulled it a little too hard, the zipper has lost a tooth, the jacket is gone. Because the repair at the alteration tailor would be more expensive than a new jacket. Oh, and you still ordered the pilling razor because you didn't hear so much about the good films. At least not at Amazon, which is why it was a bit more expensive at €39.90. But the conscience was somewhat at ease. Despite the cardigan's abysmal balance.

Honestly, we agree with the good wool detergent. But especially with knitwear, the quality varies enormously, which of course affects the price. We stand for something completely different here, Even if we are far from achieving the 400% margin that is customary in the industry.

The zippers and buttons that we process cost many times what is used in large-scale industry. Our wool yarns are of really very high quality, which also multiplies the price. And both in our partner manufactory and in the manual work, we constantly pay attention to the quality of the results and to fair conditions and payment.

Although in the current situation the tendency to buy cheap is clearly increasing, we will continue like this. Because we are convinced. Because we want to give you something that feels really good and lasts a long time and can only become your favorite piece. Because we want you to wear something that doesn't burden your conscience and ours.

Never stop thinking and feeling.