A WORK IN PROGRESS

A forward-thinking mindset is fundamental for everything that we do.

We work closely with our suppliers to ensure that we get the very best alternatives, when it comes to sourcing materials and products. With these steps, we are doing what we can, to make it easy for you, to choose differently.

With this as our basis, all our seasonal collections are created around certified and branded fibres such as Lenzing®, recycled polyester, and recycled and organic cotton. These represent just a portion of the fibers we work with. Find more information here.

Our strategic way of thinking and how we continuously seek newer ways to improve, are mirrored in the following highlights.

Read more about Certified & Branded fibres here:

PRODUCTION

The fabrics AWARE use on the main material contains a minimum of 20% certified or branded fibres.

We are proud to work with our biggest supplier at AWARE who hold the EU ECOLABEL certification. It is our biggest jersey supplier in Bangladesh who has achieved this EU ECOLABEL - making this a source of inspiration to us.

The benefits of using branded fibres and having our products certified by third parties, include an opportunity to document our claims towards more transparency

In 2021, we launched a nearshore express setup in Europe minimizing both lead-time and transport.

We believe in giving back, so we encourage to extend the life of our clothes.

With project RESELL – a concept where customers can gain access to a platform with images and info on previously owned products – we are actively trying to be more proactive, right here. Right now.

The concept is intended as a simple and uncomplicated solution for customers to resell clothes, that are no longer being used.

THE RESELL CONCEPT

GOOD STORIES ARE WORTH SHARING

At AWARE we believe in creating long-lasting fashion, we are aware of our responsibility as an active operator within the fashion industry.

Adopting a fashion direction, is neither fast nor is it low-cost. It is, however, a way to make clothing that will last beyond one season. And that is what matters to us.

Our dedication towards using more certified and branded materials is a reality one piece at a time.

Our AWARE design stories, are important stories which focus on some of the progress we have already made in our collections. Some styles are still ongoing while some are archived. In other words, these stories are a direct reflection of our proactive agenda.

CERTIFIED & BRANDED MATERIAL

AWARE STATUS 2024

BRANDED CELLULOSE
(VISCOSE, MODAL & LYOCELL)

90%

BESTSELLER TARGET 2025

BESTSELLER STATUS 2024

46%

100%

of our man-made cellulosic fibres will be sourced in line with industry best practice, such as the FSC.

ORGANIC COTTON

RECYCLED POLYESTER

23%

75%

50%

30%

75%

22%

We select the best quality and focus on certified and branded fibres.

Inconversion Cotton

By sourcing Cotton in Conversion, we help and support farmers while they are in the process of getting certified for organic cotton production.

Direct to Farm

Direct to Farm is basically about securing the supply chain by buying cotton directly from the farmers. We “book” the fibres at seed-level. By entering partnerships and agreements directly with the farmers, we not only access a rare product, but also ensure that the product we actually get,

is genuine.