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We give a damn about everybody. We are determined on making both the world and our online department store a place where everybody feels safe, welcome and celebrated.

Last edited: August 2022

This is one of our 5 main values. We're also

We want to see clothes and cosmetics made for all. For this, we need true understanding and genuine inclusion. And that’s about more than just ticking one or two obligatory diversity boxes. Are we doing a perfect job yet? No, we’re not. Do we see what could be done better? Yes. Are we committed to making a difference and open to learning more? Absolutely, just keep on reading. 

We’re aware of the multifaceted privilege that the majority of our team in many ways benefits from and are dedicated to using our voices, faces, hands, feet and this platform to facilitate systemic, social change. Both as individuals and as a company we’re constantly learning and unlearning, deepening our knowledge and having ethical discussions with each other in order to improve what needs improving. Read on to find out where we’re at right now.

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1.

How do we uphold our inclusiveness?

2.

But it’s about way more than that: from checking boxes to understanding intersectionality

3.

A curated collection of the best inclusive brands we could find

4.

Of course we realise that in this too, we’re not perfect yet

5.

Join us on our mission

index

How do we uphold our inclusiveness?

But it’s about way more than that: from checking boxes to understanding intersectionality

A curated collection of the best inclusive brands we could find

Of course we realise that in this too, we’re not perfect yet

Join us on our mission

How do we uphold our inclusiveness?

For starters, we prioritise ethical and sustainable businesses that are founded, run and owned by women and/or BIPOC. Because we believe truly ethical and sustainable fashion needs intersectionality and inclusivity.

We also look for collections that are size-inclusive – which unfortunately often still seems to be a practical challenge for smaller, low-waste, sustainable brands that produce in small batches. (Unlike for fast fashion companies who operate by an entirely different set of rules, and for whom deliberate overproduction and the excess waste issues as a result are an everyday matter.) 

Of course, product photography and marketing needs inclusivity too. We want to see the presentation of all skin colours. And won’t allow a garment or foundation colour that is named ‘nude’ into our product details – as what ‘nude’ is, is really subject to skin colour and obviously differs per person. We want fashion and cosmetics to be age-inclusive. And we want to finally get rid of any shaming marketing texts that so awfully try to convince us we need to do or buy anything in order to truly fit in, be beautiful or be someone that counts in this society. No airbrushing, no solutions for ‘problems’ and ‘problem areas’ that don’t actually exist.




But it’s about way more than that: from checking boxes to understanding intersectionality

We know: the road to true inclusivity is and should be about more than just looking for Black fashion models that maybe also rock their natural hair. About more than just showing some diversity in sizes and body types. Or throwing in some visible skin ‘imperfections’ and heck, flaunting some armpit hair while we’re at it. Or showing models that are somewhat older (how often do you see a 40, 50, 60 or 70+ model, outside of anti-age products?). Or include people that have a disability (the dream: being able to offer a full range of vegan, fair and sustainable clothing, that is both fashionable and functional, naturally also for people that have prosthetics or are in wheelchairs to just name a few.)

No, it shouldn’t be just one or two types of ‘otherness’ into one campaign shot that we’re aiming for. We understand the concept of intersectionality and take an intersectional approach here too. We’re on a quest of finding brands that are actually trying to make a difference in the world of fashion and people’s lives, that not just tick those one or two obligatory diversity boxes. Brands founded by people that have lived the exclusion, as they truly understand the need for change in this industry in particular and society as a whole. 

Because when a fashion or cosmetics brand truly lives and breathes their mission of inclusivity, it will show. We love nothing more than to be able to give a platform to precisely these kinds of businesses. That’s why we are actively seeking out these brands and their collections and giving them a place with higher visibility on our platform.




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A curated collection of the best inclusive brands we could find

We’ve partnered up with loads of mission-aligned, all sorts of diversity-embracing sellers championing an inclusive, ethically made, sustainable collection.

Together we’re making compassion and sustainability the new normal – one pair of elegant corn leather pumps in EU size 44, one sweat-proof ECONYL® sports durag or hijab modelled by the most inclusive model crew we’ve ever seen, one rainbow coloured, equality advocating bamboo toothbrush, one gender stereotype breaking, zero retouch championing makeup brand’s glitter eyeshadow set, one pair of W24 to W40 L28 (size-wise not completely there yet, but getting there) organic cotton / Repreve® skinny jeans and one pair of vegan, unisex sneakers with removable soles to switch out with your custom arch supports, at a time.




Of course we realise that in this too, we’re not perfect yet

Because while we genuinely believe in all that we wrote above, we fully realise that we haven’t succeeded in every single thing just yet. And although things can’t move fast enough for our taste: it is a work in progress, our roadmap for the months and years to come. 

Because meanwhile, the search for cruelty-free and vegan, ethically made, local and sustainable foundations for all skin colours and especially hair care products for people with Afro, tightly coiled and curly hair continues. (This turned out to be no small feat when for sustainability reasons we’re trying to find a seller close by in Europe and because of Brexit, a UK-based seller isn't ideal either.)

Because we also still want to see the representation of all people in the gorgeous gender spectrum regardless of the type of garment, shoe or makeup product. We’re researching SEO-proof ways to move away from the outdated binary ‘Women’ and ‘Men’ categories, while still keeping the UX up to par for people that do rely on browsing that way. And we would love to finally incorporate a gender neutral category too, with fashion that is created for non-binary folk or better yet: gender free altogether. Vegan, ethical and sustainable clothing made to fit your body rather than your gender, that we want.

Together with our mission-driven team and by keeping the conversation flowing with our many sellers that are dedicated to learn and do better as well, we will continue to make progress. 

If after reading all this you are now too bursting with constructive feedback, ideas or other tips, we’d love to hear from you. (Keep on reading!)




Join us on our mission



Do you run or know of a brand that champions an inclusive, vegan, fair and sustainable collection? We look forward to finding out whether we’re an ethical match on all that matters to us and if so, teaming up on our platform. Or do you have any feedback for us, as to how we could be more inclusive? We’d love it if you would reach out and share your input – know that we personally handle each and every message we receive with our undivided attention.

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