Smart Luxury

We will inspire women to make smart choices

We will inspire women to make smart choices - both for themselves and for the sake of the world they live in.

What you are now about to read is our heart and soul, our reason to be and our main mission. It’s what drives us, and pushes us forward - as a brand, but also as a group of human beings. We want to question the norms of our industry and what it means to be successful. We are committed to make a difference, not just because, but to make meaningful change in women’s lives. Ultimately, we want to challenge the concept of luxury - to make it smart, not redundant.

Smart Luxury is a way of living. A lifestyle which is based on conscious choices, from a socially, ecologically and emotionally sustainable point of view. It may sound pompous and hard to grasp, but it’s really about the little things. It goes beyond the making of our product and speaks to the everyday - to your grocery shopping list, to your travel plans or your habits of recreation and ultimately, to how you feel about yourself. Smart Luxury is not about extravagance or frills - it’s about taking care of you. To allow yourself to not follow the broadest path and to spend your time and money on the things and experiences in life that last, both for your own sake, but also for the world we live in.

Smart Luxury is our contribution to society - a platform based on environmental, social, cultural and economic agendas, where transparency is the key word. We will push boundaries further when it comes to production, exploring new techniques and questioning industry norms. We will reimagine and strengthen our community, making it more diverse and impactful. Going forward we will speak on topics that relate to and shed light on real women and their dreams, fears and passions.

Let’s focus on the future we want, in our industry and in our world. Smart Luxury is thought through, it is meaningful and last but not least, it is beautiful.