Mission & Vision
Our Mission
To build and craft artistically immortal and responsible products that educate and inspire consumers as well as other businesses to improve global animal protection.
Our Vision
To improve global animal protection through traceability and education about the importance of animal welfare, in order to achieve a unified and sustainable planet and ecosystem. We aim to make animal protection an integral part of the sustainability conversation by leveraging the fashion industry, thereby creating a better future for animals, humans, and nature.
Responsible Systems
The challenge we need to solve is significant: Protecting animals and climate. Restoring biodiversity. All while giving brands tools and systems that allow for the most beautiful creations in a responsible way. That’s Responsible Systems. Technological innovations that allow the transformation of the entire fashion industry towards more animal protection, climate stabilization, and traceability.
Responsible Systems function across three key domains: 1. design evolution, 2. supply chain and sourcing, and 3. product IDs. Their purpose? To safeguard animal protection, tracing the journey from a new design's first strokes to the moment our clients hold a ready creation, all underpinned by a traceable supply chain and digital ID.
A purposeful path:
Meet the founder
At 11, I began my animal advocacy journey—selling Christmas calendars for WWF to help save all the tigers and pandas in the world. I didn't quite manage that goal, so at the age of 23, I rejoined them, this time as a public fundraiser to raise funds for a drone system to prevent poaching in Africa. During this period, in central Stockholm, I was repeatedly told by passersby, day by day, that 'animals are not important for the world,' and I also noticed that the SDGs lacked animal protection. At that moment, I decided to shift my focus. Leveraging my background in the fashion and retail industry, I aimed to let the fashion industry carry the change in communication needed to improve global animal protection. That's how my namesake honest luxury brand was founded—merging art, fashion, and animal protection.
At 33, I am proud to share that my brand is the first in the United Nations Conscious Fashion and Lifestyle Network, representing animal protection.
Join me in going beyond the surface, discovering the purpose in every creation, and working to accelerate and improve global animal protection. Each sale fuels this movement—thank you for your support and joining the community. If you are new, on the next Instagram post, I would love if you introduced yourself to the community— together we grow.
With love, Josefin
Be part of something meaningful
Join a community that values creativity, conscious living, and purposeful practices. Your purchase isn't just a transaction; it's a commitment to our mission, supporting research, development, and real change for global animal protection.
Join this movement and be part of something meaningful. Together, we can make an impact in the world of sustainable, purposeful luxury.
Join us
We believe in a compassionate and empathy-based approach to our planet and the natural world with a focus on animal protection. Discover our values, using the alphabet A-Z.
Our values A-Z
With each purchase, you become an integral part of this our Ecosystem of Impact accelerating animal protection on a global scale.
Ecosystem of Impact
Learn more about our on-going sustainability practices and how we're making a positive difference for both humans and animals.
Sustainability practices
Get to know our community of our brilliant goodwill ambassadors and their unwavering dedication to a positive impact. Join us in making a lasting impact
Meet our changemakers
Dive into our conscious fashion collections, where style meets sustainability. Explore products designed to last and for postive impact.
Shop fashion for impact
Each purchase from us is more than just a product; it's a powerful contribution to our larger mission of improving global animal protection.
Our story & Mission
Conscious luxury with purpose – on a mission to improve global animal protection.
