NEUK is a 100% sustainable brand committed to ending the fast fashion trend. NEUK's approach is unique in that they offer high quality, ecological garments with customisable designs, allowing the product's life to be extended to the maximum. As the late Vivienne Westwood said, "Buy less, choose well, make it last." NEUK's mission is to make this a reality.
The textile industry is one of the most polluting industries globally, second only to the oil and gas industry. In response, the European Union (EU) has developed the Strategy for Sustainable and Circular Textiles to shift towards a circular economy where products are designed to be more durable, reusable, repairable, recyclable and energy-efficient.
NEUK's approach is in line with the EU's Strategy – the company does not claim to be just another sustainable clothing brand. They present an innovative idea that addresses the root of the problem, which is the need to change the consumer mind-set. The brand offers a product that encourages the consumer to be more thoughtful and mindful when purchasing clothes. Thanks to this approach, the company has been nominated by regional public authorities among the best European Week for Waste Reduction actions in Basque Country.
NEUK's approach is to provide customers with base garments that come with interchangeable embroidered designs. Customers can change the garment's style by purchasing separate designs that are compatible with the garment's layout, using a durable Velcro system. This means that customers can accumulate designs that they can use on other garments and vary daily, thereby extending the life of their clothes.
By offering high-quality garments with interchangeable designs, NEUK is encouraging customers to think more carefully about their purchasing decisions and to invest in high-quality garments that can be worn for years to come. This shift in consumer mind-set is crucial in ending the fast fashion trend and moving towards a more sustainable future.
As NEUK puts it, "we are designers with a social and environmental commitment, and we know what is fair."