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Fit of the month
The STARDUST O-Shape with a rounded silhouette for maximum comfort and style.
Zero Plastic Collection
Organic cotton, linen and Tencel, all free of pesticides and plastic.
The Blue Revolution
72% less water and compostable polyester made from corn starch.
No color, no dye, no polution. Just Pure Beauty. Pre-Order your summer styles now.
WTF is Dawniness?
Dawniness means desire. Desire for a better world, which we are continuously working on.
The Fashion Revolution
How we contribute to a better world of fashion.
Seeing beauty in seemingly small and often overlooked pleasures of life is pure Dawniness.
Dawniness is being vulnerable but also strong as Malou in this picture. Especially if it´s to stand up for others and our environment.
You are powerful! You are fearless! You are wonderful! Stay true to yourself!
Dawniness is not dreamyness – being dawny can mean standing your ground firmly
The satisfaction of closing like 100 Chrome tabs all at once at the end of a long project.
We acknowledge that the most sustainable jeans is the one you already have and by creating our jeans we do harm the environment.
Dawniness is the pleasant quality of empowering without overpowering, of having sound ethics without moralizing and of being serious about change while not losing the ability to laugh about oneself.
Putting on your favorite washed out sweater that magically makes you look cooler than any of your new sweaters or dresses you own.
Arriving home for the evening just as a thunderstorm begins.
Dawniness is to stand up and set a statement.
Breaking apart bread with your bare hands.