by basics took part in circular fashion days IN COPENHAGEN 2021

the fashion industry is on the brink of change, looking into a new circular future. a future based on what we are best at in denmark – the good design, the solid quality, the proper cooperation, and a focus on real people.

this was the introduction made by lifestyle & design cluster, the organization behind circular fashion days.

by basics was one of 25 brands exhibiting on the very first circular fashion days at ciff in copenhagen august 2021. here is our story:

by basics – our circular approach

– ethical slow fashion in a world of colours. no seasons. no minimum. order only what you need when you need it, and we produce especially for you. this means no overproduction and no waste. just soft, breathable natural mulesing-free merino wool that is easy to wear and love.

a 360-degree ethical way of working

from raw material to final product. buy only what you need. that’s the core of what we do. the entire by basics’ collection is made-to-order to avoid waste and overproduction. you can add exactly the styles, colours, and sizes you need – no minimum order – no fixed assortment.

we cut our merino wool by hand, reusing patterns repeatedly. the cut-offs are either used for smaller styles, children’s styles or unraveled at a nearby factory and reused.

we offer a virtual showroom, and online information decreases the need to travel.

we recommend air washing and include a piece of matching thread to the care label, so the style can easily be repaired.

all production, including trim, is made in the eu. we design for people – to wear and love. no short-cuts: we want everything to be done ethically. every season we seek to improve and minimize our social and environmental impact.

circular visions

  • design for longevity – anti-seasonal
  • made to order  – no overproduction
  • all wool is knitted locally in Denmark
  • virtual showroom
  • encouraging customers to take care of the products in an environmentally friendly way (air wash, repair, and gentle washing)
  • production cut-offs are either used in new styles or recycled
  • 100% mulesing free and oeko-tex certified merino wool

learn more about circular fashion days

by basics circular fashion days ciff 2021 IMG 5080by basics circular fashion days ciff 2021 IMG 4998by basics circular fashion days ciff 2021 IMG 5040by basics circular fashion days ciff 2021 IMG 5001by basics circular fashion days ciff 2021 IMG 4985by basics circular fashion days ciff 2021 IMG 4993



by basics is part of revolver and circular fashion days

the copenhagen fashion week is back – and by basics is ready to show our collection.

during this year's fashion week in copenhagen, you can meet by basics at REVOLVER taking place in øksnehallen, where we'll be happy to show you our ethical collection. 

visit us at revolver

furthermore, we've been invited to participate in circular fashion days at CIFF ... an exhibition that focuses on innovative ways to increase sustainable solutions in the fashion industry. by basics is one of 26 brands that showcase our initiatives to circular fashion.⁣

learn more about circular fashion days


PR: by basics on the front page of boutique magazine 

by basics front page boutique magazine 

we're SO proud to be featured on the front cover of the may issue of boutique. – a UK-magazine devoted to independent womenswear retailers

inside the magazine, we talk about the importance of flexible buying ... among other things we talk about:

look the best for any occasion
"whether they want to dress up or dress down, the easy-wear pieces by Danish label by basics/OWN will ensure your customers look their best for every occasion."

"its short-delivery-from-order business model offers retailers the flexibility and reliability of supply to cater for a wide range of customer tastes."

minimum financial outlay
"with low risk and no minimum quantities, boutiques can order what they need whenever they need it, ensuring minimum financial outlay per order and high profit, high volume annual sales."

"the brand is ethical throughout its entire process, which is sure to appeal to conscious shoppers."

see the magazine and read the article (page 24)


by basics love loungewear

by basics blusbar bamboo cotton sense own linen cotton wool loungewear

 all-day ... every day ... wear casual clothing without compromising on ethics, quality or style. loungewear in soft materials ensures that your comfort remains a priority, while layers of softness create the cocooning feel-good vibe 

loungewear is truly ... easy to love

the secret to layering

... use layers to keep your body at the perfect temperature
... use layers when leaving home for an excellent loungewear-look
... use layers to create your personal look with mixed qualities and colours

loungewear is hygge 

just relax and enjoy ... hygge is a danish word mening: a quality of cosiness and comfortable conviviality that engenders a feeling of contentment or well-being
(Source: Oxford Languages)

shop loungewear from by basics
don't have a login? contact your local agent


PR: Introduce shoppers to a world of colour with by basics' short order essentials

by basics boutique magazine april 2021

we're proud to be featured on a UK magazine devoted to independent womenswear retailers.

"order what you need, we produce and send it to you" is a key point of ours, as we want to ensure no wasteful overstock and be your flexible slowfashion partner ...

boutique magazine writes:

"by basics/OWN is the perfect partner for you as the market opens up with guaranteed continuity of supply with no minimum order level. The brand is ethical and available on short order while it is made in Europe with no import duty."

read the article


this is why we love blusbar

by basics blusbar merino wool shirt tshirt

high quality
it's 100% merino wool from mulesing-free sheep. we believe that happy sheep give happy wool

so soft and comfortable against your body

temperature regulating and breathable
you can wear wool at any season; it will keep your body perfectly at its perfect temperature

create your unique look
choose from more than 60 colours and 80 styles – no minimum quantity

ethical approach
our wool is completely biodegradable and Oeko-Tex certified. we sew your styles uniquely for you to reduce waste

find your styles in our by basics catalogue



by basics is part of digital fashion week in copenhagen

by basics ciff 2021

the copenhagen fashion week is digital this season. by basics invite you inside our virtual showroom.

during this years fashion week in Copenhagen, you can meet by basics in our virtual showroom and our real-life showroom at designwerck, krudtløbsvej 12, DK-1439 copenhagen k.

here' where you'll find us in the coming weeks

visit us at revolver
visit us at CIFF 


PR: Fresh appeal – by basics

by basic pr january 2021 02

we're proud to be featured in the january issue of  boutique. – a UK-magazine devoted to independent womenswear retailers.

read the magazine - page 40 (+ we're part of "January blues p. 26-27)



PR: By basics offers made-to-order clothing that minimises waste while maximising sales potential

by basics pr dec 2020 boutique magazine

we're proud to be featured in the december issue of  boutique. - a UK-magazine devoted to independent womenswear retailers.

read the article

we want to share it with you – and maybe you can use some of it when talking to you customers about by basics:

four notable quotes

no wasteful overstock:

"Each order is made especially for the retailer while all the styles in its BLUSBAR range are hand-cut – ensuring no wasteful overstock and complete deliveries per customer."

natural fabrics

"By basics co-owns its production facilities in Poland, giving it full control over quality and human resource management. Each collection is crafted using natural fabrics such as wool, bamboo and cotton. All of its organic materials are Oeko-Tex certified and are carefully chosen with this mindset."

we do our best to treat the planet, people, and relationships with respect and honesty:

"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 every aspect of our work."

a timeless wardrobe:

"Our customers love the way they can build a timeless wardrobe through the seasons; it truly is a transitional collection suited to the modern woman."

read the entire article in the online magazine page 32-33


Support your local shops

by basics take care and stay safe2

It has maybe never been more important!!!

- we all need to stand together to help and protect our local shops and businesses during these tough and difficult times.

You might never have thought about it – but try to imagine the local city centre being closed forever! Imagine not to be able to go for a walk in your local pedestrian street, not meeting your neighbour in the local clothing store or grocery store for that matter. This will in all aspects mean a much poorer community!

Your local shop is boosting the economy, creating jobs and ultimately, serving as a foundational stepping stone towards the local environments – as well “socially” as the “identities” of local communities.

Yet, there are a lot more than just financial losses to consider when we allow these businesses to disappear … please find below a small selection of statements from an article in Forbes Magazine – that says a lot:

12 by basics support your local shops quote11 by basics support your local shops quote10 by basics support your local shops quote9 by basics support your local shops quote8 by basics support your local shops quote7 by basics support your local shops quote6 by basics support your local shops quote5 by basics support your local shops quote4 by basics support your local shops quote3 by basics support your local shops quote2 by basics support your local shops quote1 by basics support your local shops quote

Stand together – apart … SUPPORT your local shops during and after the COVID 19 … for MANY good reasons

Have a nice weekend

- team by basics


new in: brushed wool

your favourite for autumn and winter.

OWN brushed wool. 6 styles made from the classic 100% mulesing free merino wool we alle know – and love – from blusbar.

all styles are plain on the one side and brushed on the other side – and completely reversible.

wear brushed wool as outer wear – perfect when you want to stay a bit longer in the beautiful nature – or as a part of your winter wear when colder days are coming. 

so soft. so cosy. so easy to love.

  • four colours: the classics you love: anthrasite melange, dawn grey melange, midnight blue melange, and sand melange

  • new sizes: size s cover xs/s, size m covers m/l, and size l covers l/xl. find size guide on each product in traede

  • the wool is 100% mulesing free merino wool; the same great quality as you know from blusbar

  • reversible designed so that you can wear it inside out. each style is plain on the one side, brushed on the other side. (except from the hats)

  • take care of your new brushed wool. wash at 30 degrees. we reccomment dry flat on a towel, as tumble dry at low heat will change the brushed look.

see the styles in action on youtube

shop OWN brushed wool in traede

by basics own brushed wool reversible 02by basics own brushed wool reversible 01by basics 1 own brushed wool reversible 01 02by basics 1 own brushed wool reversible 01 01



meet by basics at design werck during ciff / copenhagen fashion fair

we're proud to present our new by basics and OWN styles + colours at design werck this year.

design werck is a copenhagen based meeting point and showroom for selected contemporary danish and scandinavian design. by basics is part of the permanent design exhibition. learn more at

you'll find by basics at design werck, august 9-12, 2020 
sunday, monday and tuesday from 9 am to 6 pm 
wednesday from 9 am to 5 pm  

design werck
krudtløbsvej 12

find a moment of peace and inspiration in these beautiful surroundings.

book a meeting and let us pamper you with attention, food, and a cold beer.




in less than two minutes, this video will let you know who we are and what we believe in.

we produced this video the same way  we cut our merino wool – by hand

the explainer video is animated by hand! It’s true. we found Marchan – a young upcoming motion designer from Denmark. Marchan hand sketches more than 3000 sketches for this video. 3000! It’s 12 sketches per second! furthermore, he handpicked the speaker to make sure, the video has the perfect sound and personality.

he has truly made a great effort in creating a unique video telling our story, and we’re so proud of the result.

Ffnd more of Marchans awesome work in his portfolio

watch the video on youtube



BAMBOO – easy to love

bybasics bamboo lyocell clothing women 01

you care about the environment. you want ethical clothing made from the most environmentally friendly materials possible. you want soft fabrics. and you want to look chick.

by basics' BAMBOO collection might just be what you’re looking for.

we use bamboo lyocell

all our bamboo clothing is made from lyocell bamboo fabric. lyocell is made from many types of wood – in our case: bamboo. after being harvested, the bamboo is cut into small pieces and ground into a pulp, which is then dissolved by the non-toxic amine oxide.

the remains from this process are raw cellulose which is being pushed through spinnerets, washed, and dried. now, it’s ready to be spun into yarn and afterwards woven into the softest bamboo fabric.

did you know that bamboo...

  • is 100 % biodegradable?

  • might grow up to 25 cm a day?

  • has an even more positive effect on CO2 levels than trees because the plant absorbs more CO2 per m2?

  • is the fastest growing plant on earth?

more reasons to love bamboo

bamboo has round and smooth fibres hence clothes made from bamboo is incredibly soft and comfortable to wear.

in addition, bamboo has many good qualities. bamboo fabric has a sweat absorbing and transporting effect. it lets the skin breathe and do not stick when you sweat. like wool, bamboo is temperature regulating and have the ability to absorb 3-4 times more than cotton. the bamboo has a natural anti-bacterial effect, which is retained in the final product.

because we want to produce with care, bamboo is a natural choice. bamboo is the fastest growing plant on earth and grows to its maximum height of only 3-4 years, and it even puts new shoots when it is felled. bamboo grows naturally without pesticides or pest control.

see the styles in our BAMBOO catalogue >>>

shop by basics bamboo online in traede >>> (retailers, only) 

by basics bamboo 6by basics bamboo 5by basics bamboo 3



Message from by basics - COVID-19

...things are changing fast due to the current situation with COVID-19.

at by basics, our thoughts are with our suppliers, manufacturers, collaborators, and with you.

for now, this is the status at by basics:

  • our webshop is open for orders ­– we do our best to fulfil your orders as soon as possible and at the same time take great care of our team and partners
  • we can supply products from our BLUSBAR, woolly, and OWN collection as well as grums
  • delivery time of the above-mentioned products is not delayed

if you have any questions or need our assistance in any way, please do not hesitate to contact your sales representative.

as always, we advise you to buy only what you need.

all the best– stay healthy and take good care of yourselves, your family and loved ones.

- team by basics

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OWN – the woven STYLES of by basics

are you looking for ethical clothing in linen or poplin? you’ve come to the right place. by basics' OWN collection is slow-fashion in woven fabric. we produce classic styles in a wide range of colours; all in the same high quality as our other products.

see the OWN catalogue >>

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one stop shop

even though we love our knitted styles, we know that sometimes you need a piece of woven clothing to create the perfect look. that is why we have created own: to make sure you can get all the styles you need in one shop. 

just like all other by basics styles, OWN is oeko-tex certified and made within the eu. 

printed poplin

in our OWN collection, you will find three styles made from the most gorgeous printed poplin. this is a limited edition; once it is sold out it is gone for good.

piece dyed linen and poplin

while our other styles are sown as you order; OWN is coloured by order. we sow the styles in raw materials – and piece dye according to the colours you order. we do this as we do want to reduce waste: the styles are classic – the colours might change.

buy the look · mix’n’match · make your own rules

pic 1 · OWN jacket 11004  // blusbar cardigan 8012  // OWN shirt dress 16009

pic 2 · OWN jacket 11004  // OWN shirt 15001 // OWN shirt 16005 // cotton sense pants 3306

 NL11 bybasics own ss20 04NL11 bybasics own ss20 03see all the styles in our OWN catalogue >>

buy the look · the perfect dress · choose your own favourites

if you have access to our sales platform, please just click the picture to go directly to the style.

pic 1 · OWN sweat dress 14001 // pic 2 · OWN shirt dress 13001 // pic 3 · OWN dress grandad 16009

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see all the styles in our OWN catalogue >>

how to order:

order directly in our online system (retailers only) or via your local agent.
buy only what you need. there is no minimum. 

we produce every month.
we collect the OWN orders at the end of each month.
production time is current month + 6 weeks.

just order what you need. no minimum.



your favourites from the fashion fairs SS2020

thanks for stopping by one of our by basics' stands these last couple of months. we have enjoyed meeting many of you – and now we are pleased to show you the bestsellers from the fashion fairs ss2020.

did you order yours already? there's still time and as always there is no minimum quantity. just order the pieces you love. contact your local by basics dealer.

4 favourites from our OWN collection (see the entire catalogue)

we are so glad to see that you also love our new OWN collection.

your favourite colours of by basics OWN SS2020 are white, seafoam, limestone, and offwhite

your favourite styles of by basics OWN SS2020 are: blouse 16005 // jacket 11004 + pants 12002 // blouse 11001

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3 favourites from our blusbar collection (see the entire catalogue)

if you have access to our sales platform, please just click the picture to go directly to the style.

you still love blusbar – and so do we. there's just something about merino wool against your skin; it is a perfect match.

your favourite colours of by basics blusbar SS2020 are blue mood, dawn grey melange, camel melange, and violet ice melange.

your favourite styles of by basics blusbar SS2020 are: cardigan 8009 // top 2204 // tunic 6040

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