Starting anything new usually overwhelms you with different ideas and approaches. That was the case with about:blank as well. But as we worked through our vision we highlighted a few that we consider to be the core ideas that shape the foundational values of the brand.

Objectivity is one of the core principles behind the timelessness of Swiss Design. Objective graphic design uses typography and photography to communicate direct messages to the people. Objective design is sober and simple and it tries to eliminate all the extremity out of the lives of people. We adapt this both in the visual language of the brand as well as the selection of the products we want to bring to you.

Quality over Quantity

We do not aim to be yet another clothing store that makes the illusion of having an unlimited choice, always on-trend seasonal fashion copied from high fashion houses. We present carefully curated collections of clothing accessories. Sure, as we grow the collections may get bigger and include more categories, but we will always be guided by the principle of quality over quantity.

We want to concentrate our attention on essential pieces of a modern wardrobe, with emphasis on clean visuals, high quality, sustainable production and of course craftsmanship. This will apply not only to the range of the items we present but also the brands and creators we are going to work with in the future.

Conscious Consuming & Sustainability

It’s not a secret that the fashion industry is one of the biggest violators when it comes to environmental footprint. As a business we acknowledge the potentially negative aspects of garment production, which makes us very careful in how we select the brands we work with. High quality and ethically made are the core qualities of the products you may find on our shelves.

As consumers we can reduce the negative environmental impact by taking the responsibility of conscious consuming by buying more purposefully, purchasing less but better quality products designed to have a longer lifespan than your average fast fashion brand. And in the long run we end up spending less by buying better.