Decade of Innovation: Baserange’s Sustainable Mission

In an industry often criticized for its environmental impact, Baserange stands out as a beacon of sustainable fashion. Over the past ten years, the brand has doubled down on its mission to produce ethical and eco-friendly clothing, setting a benchmark for others in the fashion world.

The Evolution of Undergarments

When Marie-Louise Mogensen began designing undergarments at Baserange, she set out with a vision to revolutionize the industry. The norm was underwire bras, but Mogensen and her co-founder Blandine Legait believed in celebrating natural beauty without conforming to restrictive standards.

Breaking Stereotypes

The duo’s philosophy is evident in their commitment to removing wires from bras. “Breasts are so beautiful as they are,” says Mogensen, whose designs celebrate the body’s natural form. Their undergarments are not just fashion statements; they’re about comfort and confidence.

Sustainable Practices at Baserange

Baserange’s approach goes beyond design. The brand emphasizes the use of recycled and natural fabrics such as bamboo, organic cotton, and sustainable EcoVero viscose. This focus ensures that every piece not only looks good but also does good.

Local and Global Impact

• Sourcing Locally: By sourcing hemp from VirgoCoop in France and engaging with local French suppliers, Baserange supports regional economies while ensuring high-quality sustainable materials.
• Expanding Influence: The brand’s presence spans over 40 countries with physical stores in Copenhagen, Tokyo, Kyoto, Melbourne, and Seoul. This global reach allows them to spread their sustainable message far and wide.

Baserange’s Innovative Menswear Line

In a bold move, Baserange launched its first dedicated menswear collection. This line is unisex and made from organic cotton and natural dyes, reflecting the brand’s ethos that embraces imperfection and sustainability in fashion.

Embracing Natural Imperfections

The new menswear line took three years to perfect. Mogensen highlights how they embraced the inconsistencies of natural fabrics as a metaphor for flexibility and growth. “We wanted men to feel comfortable being ‘flexible, uneven, unsure, and soft,’ qualities that lead to true success,” she explains.

Lessons from Baserange

Baserange’s journey offers valuable insights into sustainable fashion. Their slow but steady growth reflects a business model that prioritizes quality over quantity, a rarity in today’s fast-paced industry.

A Call for Change

The fashion industry is at a crossroads, and Baserange leads by example. “Our goal is always to make things that last with as little impact as possible,” says Legait. This commitment challenges the status quo and inspires others to rethink their practices.

Looking Ahead: The Future of Fashion

Baserange’s story is far from over. As they continue to innovate, their focus remains on creating products that honor both people and the planet. Their message is clear: fashion can be beautiful, ethical, and sustainable.

The Role of Consumers

• Support Sustainable Brands: By choosing brands like Baserange, consumers can drive change in the industry.
• Embrace Imperfection: Accepting natural variations in products encourages a shift towards more sustainable practices.

In conclusion, Baserange is not just making clothes; they’re crafting a future where fashion and sustainability go hand in hand. Their decade-long journey is a testament to the power of purpose-driven business and the impact it can have on our world.