The Death of the Burn Pile
Brussels just signed the death warrant for the landfill-first business model. With the finalization of the Ecodesign for Sustainable Products Regulation (ESPR), the era of overproducing cheap polyester and burning the leftovers is legally ending. It’s a systemic shift. For years, the industry thrived on volume over value, but the new mandate demands circularity, durability, and—most importantly—transparency.
This isn't just a win for the planet; it's a validation of the zero-waste ethos. At our studio, we’ve never understood the obsession with inventory. Every piece we ship is printed specifically for the person who ordered it. No warehouses full of unwanted stock. No burn piles. Just high-fidelity prints using breathable, water-based inks on GOTS-certified fabrics. The legislation is finally catching up to the technology.
Heat: Rising (98%)
Heat: Viral (94%)
Heat: Stable (89%)
The Shift: From Excess to Intent
2022: The height of the ultra-fast-fashion boom. Billions of tons of textile waste generated annually.
2024: The "Couch-Gaming" renaissance begins. Hardware like the Analogue 3D starts moving the needle back toward tactile, local multiplayer experiences.
2026: The ESPR becomes law. Market dominance shifts toward Slow Fashion and tech-optimist aesthetics like Frutiger Aero.
Our Take
We’ve always believed that a t-shirt should feel like a piece of hardware—substantial, well-engineered, and built to last. While the industry scrambles to comply with new sustainability laws, we’re busy focusing on the grain of the fabric. The market is finally realizing that quality isn't just a luxury; it's a regulatory necessity. We aren't changing our process for the EU; the EU just finally agreed with us.
Join the Circular Movement
Printing queues are filling up as we prioritize quality over speed. Secure your piece of the new era before the next batch cycle closes.
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