New Standard was founded on the belief that everyone can make a difference – and that's why our mission is to empower the world to build wardrobes that stand the test of time.

The first step: To make it as easy as possible. Create the needed building blocks. Draw inspiration from yesterday, design for now, and construct for tomorrow. Weave together style, comfort, and quality with responsibility. Be uncompromising, so that you don't have to compromise. Forego trends and seasons. Perfect a permanent collection of clothes that will be your most worn garments for years to come.

Our pursuit is driven by a vision of a future where the way we dress doesn't put the planet and future generations at risk. The goal? To cut the emission of the fashion industry to half by 2030. And continue to drive the change for the next 100 years.