about by basics

The planet does not need another fashion brand; that’s why by basics embrace the concept basics

You want timeless and sustainable designs in your wardrobe. Designs that you love to wear over and over again. Because of how it makes you feel – because of how it makes you look.

You want slow fashion that last season after season. Because it never goes out of style – because it’s comfortable and created in long-lasting quality.

Welcome to by basics – sustainable danish fashion in a world of colours. 



by basics OWN wrap dress 12015 LL 1



We strive to make simple, comfortable collections with good fit and high quality when it comes to materials and workmanship.

Our merino wool is mulesing-free because we believe in animal welfare, our bamboo is made from the lyocell method because we believe in finding the most sustainable production as possible, and all our materials are Oeko-Tex certified



Designed to last

We do not design for seasons – we design for life – adding just a few new styles and colours twice a year. We believe that high-quality basics in your wardrobe are the way to a better world: Use it again and again – it’s your subtle classics that last for decades. 



by basics blusbar cardigan 8009 OWN shirt dress 13001 P 3


Thoughtful production

We produce all our styles in Europe. The knitting takes place in Denmark; we have partners in Portugal and our own factory in Poland. When we enter a partnership, we strive to make sure that all expectations are met – both concerning quality, sustainability, and the welfare of the employees.

We only produce what is needed; no stock – no overproduction – no waste – only meaningful and mindfully made essentials for you to keep and love.



Small yet powerful

by basics is driven by a small group of passionate Danes who have worked in the textile industry for several years. by basics is the result of our love for timeless designs, sustainable approaches, and high quality.

You cannot find by basics in all the large online shops. Instead, you’ll discover by basics in local retailers and their online shops. Why? Because we believe that local retailers are essential. Your local shops are boosting the economy, creating jobs, and bringing life and identity to your community.



by basics circle with heart logo



We believe in a 360-degree ethical way of working. From the raw materials to the final product – we ensure animal, environmental, and social welfare in the best possible way. We do our best to treat the planet, people, and relationships with respect and honesty.

We strive for quality and thoughtfulness in every style, in every personal interaction, and in every aspect of our work.



Explainer video  

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