INTERVIEW #44 COLORFUL STANDARD
Based in: Copenhagen, Denmark
Founded in: Copenhagen, Denmark
Founded by: Tue Deleuran, CEO & Founder
Stores: 7 physical stores in London, Paris, Copenhagen, Zurich, and Antwerp (more coming soon), and available in 1100+ retailers globally. Also, of course, online at colorfulstandard.com with round the world shipping.
Price range: 10 - 100€
Why we love them: Clothes that are timeless and suits all shapes, seasons and kinds of people. Produced with environmental care in so many steps, everything from no dangerous chemicals, to organic cotton, to zero waste and to the open transparency the company offers. You are welcomed to reach out and visit the factories who makes their garments.
What is Colorful Standard and why did you start your brand?
Colorful Standard is a sustainable essentials brand that strives to color the world responsibly with organic, recycled, and eco-friendly garments. I founded the brand in 2018, when I saw an environmental need within industry that couldn’t go ignored. My dream was to create a brand that believes in sustainability, transparency, and ethics, and I'm proud to say that I’ve made that dream a reality.
What is your sustainability profile?
Sustainability is truly the core of everything that we do, and we’ve identified every way to produce as sustainably as possible, from materials to packaging, production, and concept.
When it comes to materials, we use organic cotton, which requires no harmful chemicals and can be grown with the help of natural rainwater. We also use 100% recycled wool, certified by the Global Recycled Standard. We create our colors using eco-friendly dyes that are OEKO-TEX certified, and we dye using the garment-dyeing process, meaning that all clothing is cut and sewed in white fabric, and dyed according to demand. This way, we avoid overproduction. We cut our clothing using precise laser cutting, which utilizes a higher percentage of material than other cutting methods, and also less energy. The leftover fabric is recycled into furniture fillings, and the final product is packaged into recycled packaging.
Our concept of high-quality and long-lasting clothing is our effort to put an end to overproduction and overconsumption. We do not believe in seasons, trends, or sales, as this feeds into that cycle. Instead, we believe in offering high-quality products at a fair price year-round. Our proof of sustainability lies in our transparency. Our customers are always welcome to visit our in-house manufacturing center and see exactly how their products are made and meet the wonderful people behind them.
How and where are the products produced and how do you choose your design?
As mentioned, we have an in-house manufacturing center where production takes place. The center is in Portugal, where we prioritize fair and ethical working conditions and have a high standard of production.
You may notice our designs are quite simple. We prefer timeless essentials that come alive through a diverse palette of natural, bright, and radiant colors that POP! At Colorful Standard, there really is a color for any type of unique personality to give as many people as possible the opportunity to shop sustainably in a color they care for.
Where do you find inspiration?
I draw inspiration from the incredibly diverse environments from around the world. I love to go for long walks through nature, taking in all of the natural colors, and bring them back to our drawing board where we turn them into a new color of our own.
What have been and are the major challenges?
One of the biggest challenges when running and creating a sustainable clothing brand is finding the balance between quality and craftsmanship. It is very easy to make a brand with low-quality products, at a cheap price, but that is not what we believe in. Instead, we believe in long-lasting, high-quality products made from high-quality materials. It can be tricky to create these products at a fair price.
What has been and are the largest gain?
The largest gain has most definitely been happy customers, that love and support us and follow along our journey. It's also extremely rewarding to hear positive feedback from our brand ambassadors within our Colorful Community, that work closely with us on social media in support of our mission.
What do you think needs to change in the fashion industry to make it more sustainable?
The rise of cheap, fast fashion. There are so many brands competing for the lowest prices, and therefore, providing the lowest quality, while at the same time compromising the health of workers and our planet.
At Colorful Standard, we believe in offering high-quality and long-lasting products that are produced ethically and sustainably at a fair price. It would be a true game-changer if more brands would prioritize the safety of people and the planet.
What do you believe is “greenwashing” and what can producers and consumers do to avoid it?
When it comes to the term ”greenwashing,” I believe that there will always be people who try and cheat, and claim that a product is what it is not. One way to avoid or prevent cheating is through transparency. Moving toward production that demands open doors, and remains as transparent as possible will make it increasingly difficult for people to greenwash. For example, we have our address publicly listed, and encourage people to come and visit. This ensures that we are who we say we are, and also shows that we have nothing to hide in our production process.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
I would advise them to buy less, and when they do buy, to buy better. Overconsumption is such a real and current problem that cannot go on to be ignored. Studies show that roughly 3 out of 5 of the 100 billion garments made per year will end up in a landfill. Too many consumers unknowingly fall into the trap of overconsumption and overproduction, in which they purchase items that have a short life, due to cheap unsustainable and unethical production. By buying better, longer-lasting, higher-quality, and more sustainable clothes, you have a product for a lifetime. I truly believe this is how we contribute to making a change to a more environmentally conscious and sustainable society.
