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 a producer and we hope to instil it in our customers as fashion consumers. 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.
Read more on Mo Reen’s guiding principle on responsible impact.
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 production values 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, knitwear special, below.
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!
Knitwear can be worn several times before washing. Airing between seasonal washing will ensure vitality and longevity of your Mo Reen pieces.
- Air refresh in a dry, airy place outdoors away from direct sunlight.
- Bring your garment into the bathroom when showering, as steam will start a natural cleaning process in the natural fibres. While the fabric is warm and moist, use the hands gently to smooth and reshape with your hands.
- Rotate knitwear in the closet throughout the week to freshen knits and allow them to breathe.
Minimal washing is essential to long wearing knitwear.
Check and follow instructions on the care label.
- Wash knitwear inside out.
- Use a detergent that is specifically made for your garment’s fibre composition such as wool wash with lanolin to soften wool fibres and make the garment water resistant. For silk, cotton or other fibres, use a gentle laundry detergent. To preserve the vitality, choose a natural and mild enzyme-free detergent with a low PH value.
- Machine washing: Use a gentle cycle and cool setting to avoid shrinkage and shape deformation. For extra care, use a mesh washing bag (avoid zippers or buttons) to protect the knitwear during machine washing.
- Hand washing: Fill a basin with water (max 30 degrees) and add detergent. Place knitwear gently into the basin and soak for 15-20 minutes. Rinse the knit in clean cold water once or twice to remove residual detergent. Carefully press or squeeze to remove excess water. Do not twist the knitwear.
- Spot cleaning: Clean stains quickly to avoid them setting. Simply pat the area with a soft, moist cloth. If the garment is very soiled, gently add some mild soapy water. Press excess water from the garment but avoid rubbing. Lay flat to dry.
- Woollen knitwear may in special cases need to be disinfected to remove unwanted bacteria. Carefully cook the woollen knitwear in a pot of boiling water for 10 minutes. Do not stir. Carefully remove and lay flat to dry. The boiling will kill bacteria, but will not remove stains and odours. This requires washing with wool wash detergent.
To maintain the original shape and size of knitwear, always dry immediately after washing.
- Lay the knitwear flat on a rubber surface or on a towel.
- Stretch the garment gently to obtain desired shape and size.
- Avoid hanging wet knitwear to preserve the garment’s shape.
- Do not use a tumble dryer as this is likely to cause shrinkage, fibre damage and distortion.
Pack and store your knitwear when not wearing it for an extended period. Knitwear should be folded and generally not be hung on classic clothes hangers, as this can stretch the garment.
- Always wash knitwear before storage, to remove residual dirt that can damage fibres and attract fibre lovers like moths during storage.
- Fold clean knitwear carefully and store in a dark and dry place, preferably in a bag or box that is not airtight but cannot be accessed by pests.
- Add cedar wood blocks to protect natural fibres from moths and critters. Make sure to wrap the blocks to avoid the natural wood oils staining your knitwear.