one thing unites us all ....

from the craftsmen-and women in the local factories of Denmark, Poland and Portugal, the wool and cotton manufacturer, producing natural, durable materials ... to the designers with an eye for timeless classics, the customers and retailers who are thoughtful about what they sell and consume

.... the ambition to challenge status quo and make a more sustainable approach to clothing production the new basic

we are by basics: a clothing manufacturer committed to slow fashion —setting a new standard in the industry that emphasizes what should and must be the future: a more careful approach to textiles. an approach to business, that cares for the planet and the people

by insisting on natural materials and certifications, we are creating a more natural, ethical and unconventional approach to materials

through our made-to-order concept, we give retailers the freedom of choice – and take a stand against fixed orders and overproduction

with a focus on timeless, permanent collections, we distance ourselves from fleeting trends and create a foundation for long-lasting quality

and by keeping production within Europe – in a no waste factory –we can ensure high quality and proper working conditions

we are the new basics - transforming the industry from a challenge to a solution

we stand firm in our beliefs. together, we challenge the traditional thinking of materials, craftmanship and fashion. we are by basics, and in all that we do, we always …


think slow. act fast.