It's Time to Give a Fuck.

Only buy if you love it, as loved fashion lasts.

"How did all these clothes, which I don’t even wear end up in my closet?". This thought must have crossed all of our minds once in a while. It might feel annoying that you spent so much money on garments that you don’t love. Moreover, this buying behaviour has serious consequences for the planet. Heedless purchase decisions are something we all need to avoid. What if we asked a simple question from ourselves: "Do I really love it?". How would that affect our purchasing behaviour? Yes, we need to give a fuck as our decisions has an impact.



Did you know that it’s been stated that 25% of the carbon footprint of a garment's life-cycle comes from the way we care for it? On top of that, 90% of our clothing is thrown away long before it needs to be, due to the culture of fast fashion and outdated clothing care and laundry habits. According to research conducted by the Environmental Protection Agency (EPA), textile waste has increased by a massive 811% from 1960 to 2015. This needs to change.  

Instead of fucking things up, we could give a fuck?


Our decision-making process has become like unconsidered "quicky" - which we usually regret afterwards. How to change this fast paced industry and our consumption habits? We believe that most vital part of decision-making is information gathering stage. More information we have, better decisions we make. That’s why we offer transparent information from each brand we collaborate with. We do get it, sometimes you crave the chill NSA (No strings attached) action, but long-lasting lover is a next level thing. Before making your final decision ask yourself ‘Do I Love it? Well actually, we will ask it from you as our clothes ain’t looking for one night stands. 


So let’s all just give a fuck, okay?