All the good things (must) come to an end

...and so does the story of our brand.

New Standard was founded on the idea of change: We believe that transforming the fashion system is necessary to face humanity’s greatest environmental challenges, and we are convinced that everyone can make a difference. This way just wasn’t made to weather the perfect storm starting from a global pandemic, followed by war and economic downturn.

We’re beyond grateful for everyone who has been part of the journey. Everyone who has helped us to bring the brand to life. Everyone who is wearing the change by dressing up in our t-shirt. And everyone who has visited our events.

Looking back, we’re proud that we acted on our beliefs without compromise, even though the deck was stacked against us. And we’d do it again any day. We made tons of new friends along the way and had fun every minute of it – and those friendships and memories will outlast any brand.

You can now grab the last t-shirts at a discounted price of 10 € before we close shop on January 15.

With 💚
 -Samuli, Eetu & Sarkku

Wear the change

Transforming the fashion system is a necessity to face humanity’s greatest challenges across environment and climate. 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.


Less but better clothes

New Standard is creating the building blocks of a wardrobe that stands the test of time. We don't chase trends or design for seasons. Instead, we focus on perfecting a permanent collection that weaves style, comfort, and quality together with responsible practices. Inspired by yesterday, designed for now, and constructed for tomorrow, our clothes serve their purpose for years to come.

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From waste to wardrobe

Learn how we give new life to the textile industry's cutting waste by turning it into 100% recycled clothes that last in terms of style, quality and use of resouces.

  • 1. Collecting

    Cutting waste is collected at factories and sorted per color and quality.

  • 2. Recycling

    Sorted waste is opened into fibers that will determine the end product's color.

  • 3. Blending

    Recycled cotton fibers are mixed with recycled polyester fibers.

  • 4. Spinning

    The 100% recycled blend of these two fibers is spun into beautiful yarn skeins.

  • 5. Knitting

    The yarns are knitted or woven into fabric depending on what its used for.

  • 6. Finishing

    Finishing of the fabric can include stages such as compacting or brushing.

  • 7. CMT

    The final product is cut, made, and trimmed to the highest quality standards.

  • 8. Finished product

    The end result is a garment made with minimal environmental impact.

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Informed, better decision

Fashion needs to stop hiding behind the smokescreen. We have nothing to hide and make a conscious efforts to disclose as much as possible about our clothes' value chain so to empower you to make informed – better – decisions – and demand more from your clothes. We realize the term 'transparency' can bring your cards up. We get it. We are sick and tired of fashion's greenwashing problem too. However, being open and honest about what we do and how we do it is the best way to shift the power to the consumers – where it belongs.

What you wear matters

We've aimed to minimize the environmental impact of the clothes we create – see how we compare to t-shirt made of virgin materials.


For people and the planet

Transforming the fashion is a necessity to face humanity’s greatest environmental and climate challenges. Our industry is one of the biggest polluters in the world and needs to halve its greenhouse gas emission by 2030 to stay within the Paris Agreement's 1.5 degree target. Our goal is to be the driving force behind the systemic change it takes from brands, manufacturers, policymakers, and you to make it happen. Half measures won’t cut it – it takes all of us.

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