Design Principle // Playful Aesthetics
Knitwear with an attitude // Colourful manifest // Reminiscent vibes // Iconic symbols
A guiding design principle for Mo Reen is that the knitwear should get all the attention! A strong visual presence is attained by creating:
// References to icons of the past to stir a nostalgic smile
// Eye catching, playful, artistic symbols and graphics
// Combination of colours in a wonderful union or contrast
// Respect for the uniqueness of a colour and manifesting it’s brilliance
This design ethos gives each item an attitude - making it a new favorite piece; a companion in every wear.
Yarn Principle // Comfortable and cosy
knit knit knit // skin caressing materials // natural fibers in harmony // Cool But warm // soft YET LiGht // all year essentials
A guiding sourcing principle for Mo Reen is that raw materials should be comfortable and cosy. This is attained by selecting:
// High quality yarns sourced from recognised spinners
// Well-fitting cuts, trim and features
// Designs that amplify the inherent breathability, flexibility and thermal qualities of natural fibres
This material ethos, complemented by the sole use of yarns with a skin caressing quality, will ensure each Mo Reen garment becomes an everyday wearable.
Manufacturing Principle // Responsible Impact
Get closer // Slow DOWN // REDUCE NEGATIVE IMPACT // educate to alternate
Acting responsibly as a business is a Mo Reen guiding principle. It’s good for both business and for humanity. We work to attain this by:
// Minimizing the carbon footprint of our production
// Selecting well established and certified suppliers and responsibly sourced yarns
// Supporting and accelerating the slow fashion ideology with a focus on fewer drops annually, limited number of styles and avoiding overstock
// High quality materials and production values to ensure the longevity of our garments. The result is knitwear that can be enjoyed for years
// Informing and encouraging our customers on how to care for their knitwear so they can keep each piece for a life-time
Mo Reen is committed to having a responsible impact on both the planet and the industry. We are just starting on this exciting journey and acknowledge there’s a long way to go. We are confident that Mo Reen’s business decisions, along with all those committed to responsible fashion, can bring lasting change.
Philosophy // KeepWear
Longevity // SLow Fashion // Incentives to be responsible // Human and animal welfare // low emissions // No waste // Transparency
KeepWear refers to keep wearing as opposed to the fast fashion culture of use and throw away. KeepWear, a Mo Reen concept and philosophy, guides us as brand and we hope to instil it in our customers as fashion consumers too. In essence, it is about behaving responsibly when producing and maintaining the fashion items we buy. We need to slow down.
Mo Reen is just starting this adventure and there are some steep hills yet to climb, but we believe that each step – even the smaller ones – can make a difference. Mo Reen hopes our customers will join us on the KeepWear journey. Together we can achieve more sustainable outcomes that benefit both the climate and the environment.
Mo Reen is guided by principles that guarantee our brand has a responsible impact. We are committed to ethical business practices and responsible supply chain management to ensure environmental and human health.1 // Local
Mo Reen selects suppliers and production facilities close to the business inventory to minimise the carbon footprint of our production. No long-distance shipping of materials or unnecessary carbon emissions. Therefore, most of Mo Reen’s suppliers are based in Europe. Our knitwear is produced in Bulgaria and Poland from luxurious Italian yarns. KeepWear care products are made by a German company that specialises in ecological cleaning detergents and manufactured in Turkey. The GOTS certified organic cotton wash bags are made in India, weaved and sewed close to the cotton fields.2 // Safe
Mo Reen selects well established and certified suppliers and responsibly sourced yarns. We focus on fair labour conditions, animal welfare, minimal use of harmful chemicals and low waste manufacturing practices, documented by reliable certification standards. Most Mo Reen suppliers are EU-based, where there are generally well-established workers’ rights regulations. Our products meet a range of certifications including REACH, Responsible Mohair Standard (RMS) and Responsible Wool Standard (RWS). Some products hold certificates from the Vegan Society, AllergyCertified, Ecogarantie, FSC and GOTS. Additional packaging and accessories are also produced from sustainable materials.3 // Balance
Mo Reen’s focus on the slow fashion ideology which means fewer annual design drops, limited number of styles, and lower quantities of each style to avoid unnecessary over production and overstock that ends in landfill and wastes precious resources.4 // Quality
Mo Reen believes garments should last a lifetime. Knitwear that can be enjoyed for years and years. Our designs aim to be timeless; detached from a certain period or trend. High quality materials and manufactoring help ensure the longevity of our pieces. Mo Reen sources quality yarns from Italy and works with highly esteemed manufacturers who we aspire will become lifelong partners.
Responsible production is just one part of the KeepWear philosophy. Aligned to our responsible impact philosophy, Mo Reen is committed to inform and encourage our customers to “consume responsibly” by caring for their knitwear so they can keep each piece for a lifetime.5 // Homage
The clothing production value chain is resource demanding. It is estimated that over two billion animals are used in the global fashion industry every year. As consumers we must pay tribute to the animals bred, raised and shorn to provide us with the quality fibres that make our garments. And value the shepherd, the spinners and weavers, the designer and the sewer. Let’s respect the whole production and value chain.6 // Less
Between 2000 to 2015 clothing sales doubled worldwide. At the same time, the average time an item was worn decreased by 36%. Clothing valued at an estimated EUR 440 billion annually is wasted due to being discarded and not recycled. Mo Reen encourages our customers to buy fewer garments and to be more selective when choosing, considering both quality and whether the item is a piece that you will want to keep wearing year after year.7 // Care
The average household does almost 400 loads of laundry each year. This is the equivalent of 60,000 litres of water annually. Think twice before washing. Treat your Mo Reen knitwear – and the rest of the wardrobe – with the utmost of care to extend the life of your clothing. Instead of washing, refresh your knitwear by airing regularly and using a garment mist. Always follow the care label instructions and exploit the optimal KeepWear care practices in Mo Reen’s care recommendations.8 // Pass on
The average consumer throws away almost 32 kg of clothing every year! If you decide it’s time to part with your Mo Reen garment, consider how to recycle, upcycle, downcycle, repair, sell or pass it on. We’re sure other KeepWear lovers will be glad you did!