Our story

The idea for Honest Basics was born out of our own personal frustration: why is it so hard to find cool and sustainable basic articles? And once you find them: why are they so expensive?

We're on a mission to make sustainable fashion accessible to everyone. We do that by keeping prices low. We make quality basics that everyone has in their wardrobe. And we constantly keep improving the sustainability of our products and our supply chain. Sustainability is a journey and we are not yet at our destination.

Who are we, the people behind the brand? We're a small group of fashion buyers and product developers. Before Honest Basics we were working in fast fashion. But there is only so much fast fashion you can make, before it starts to eat away at your soul. We're here to do it better than we did before.

Some other interesting tidbits: we launched in August 2018. We're based in Berlin, Germany. Our average age is 29 and we come from all corners of Europe.


Our mission

We're on a mission to make sustainable fashion accessible to everyone. The following 6 questions are from this wonderful book on branding. It has helped us to write down very clearly who we are and why we are here. So we decided to publish it. Written in the summer of 2019 by Team Honest Basics :)...

Why are we here?

To give consumers an alternative. Everyone should have the opportunity to make a positive impact through consumption. We’re here to show that it is possible to make sustainable fashion for everyone. And to change the industry system which is destroying our planet. We want to be at the forefront of innovation in sustainable fashion, leading the change in our industry.

What do we do and how do we do it?

We make the most sustainable products. And offer them at accessible price points. We are nerds of sustainability: pushing ourselves, our suppliers and through that the industry forward. We want to become more sustainable every season.

We are honest, happy and positive. We want to build long-lasting relationships that are based on mutual trust. With customers and with external stakeholders like factories.

What makes us different?

Honest Basics offers maximum sustainability at affordable price points. We focus on basics, not on hype driven products, because here we can make the most impact. We take a very commercial approach. Because we want to grow our reach as fast as possible. So the maximum amount of people have the opportunity to enjoy maximum sustainability.

Who are we here for?

People like us. Conscious, young and motivated to do more.

What do we value the most?

Honesty. Positivity. Curiosity. Maximum sustainability.

Honesty translates to our community of customers: we give honest answers. We don’t trick people with fake sustainability. Honesty also applies to the way we produce: we have the best intentions for the entire supply chain. We don’t shy away from the bad things, but we look at them and try to fix them as soon as possible.

What’s our personality?

Young. Open-minded. Dynamic. Generous. Trust-worthy.


Questions or compliments? Write us a message at info@honest-basics.com. Greetings from Berlin!

-x- Team Honest Basics