I N D E P T H "The long way is the shortcut." Developing the credibility of a small independent business as a slow fashion enterprise with a strong social purpose is equal parts honourable and challenging. At face value, the brand is a minuscule body in the sea of change - that is, the sustainable fashion industry - but, is a valuable component, nonetheless. Denuo, in its six years of operation (on and off sales), has seen the rapid growth in the value of slow fashion. In those years, and for those to come, the unique motions of this industry establishes a foundation on the evolution and credibility of design, business and the Self. Because of this, Denuo's values are like fruits wherein they are both the fuel and the seed of the endeavour.
People, Planet, Profit
Pattern, Purpose, Process
CORE VALUES Developing a slow fashion brand; empowering through recirculation, upcycling, low-impact design, ethical production, and education to contribute to a more responsible industry.
i. Worth - Highlighting true value (education, craftsmanship, expertise, management, resources, labour, time, dedication, design, standards of living, livelihoods, community impact, material, style, and environmental impact) is our direct counter to a mass global disillusion to the cost of fashion. We ensure competitive, equitable and respectful price values in light of our operations and those we support.
ii. Inclusivity - Providing options that redirect the interests of fashion-savvy persons (at any stage; newly interested or avid practitioner) toward more sustainable choices reinforces that conscious and active change - big or small - matters.
iii. Empowerment - The belief in the importance of the existence of our services and products is so strong because its essence is powerful - proving a vision like ours can strive, make positive changes, and set examples for others.
SUSTAINABILITY & SLOW FASHION The gross inequality and environmental destruction from the globalized fashion industry is a result of a disconnected reality; in the past 10 years or so, the disillusion on the true cost of fashion operates by creating a distorted sense of consumer and product worth that drives sales while exploiting production processes to the point of environmental, animal and human harm. The purpose of slow fashion brands relies heavily on dispensing awareness on the issues at hand while exemplifying the quintessence of fashion - craft, design, purpose, and art. For us, the dehumanizing practices of our time call for connection more than ever.
Deterrence is a crucial practice in slow fashion. The elimination of a false sense of need for excessive purchasing is an empowering act. This shift in global consumer behaviour can redirect the industry climate sustainably.
C O L L E C T I O N S
Recirculation - Vintage and Reclaimed
Knowing that an estimated 20% of the Environmental Impact (EI) of any given garment lifecycle post-purchase is determined by the degree of integration and collaboration of its life-phase issues, our Vintage and Reclaimed products make up the primary collection of the brand. Our mindful measures to divert the need to create new garments fosters a healthy reappreciation of fashion; nurturing its economic, environmental, artistic, artisinal and cultural importance.
Prototype stage: we work with deconstructed apparel and material and end-of-roll or deadstock fabric from Philippine fabric warehouse hubs. All production is done by vetted factories and/or produced in small scale at our headquarters.
Mindful and Ethical Design - Designer platform
Capsule collections of products sustainably designed by notable designers
Mindful and Ethical Design - Denuo Originals
Prototype stage: End-of-roll deadstock fabric from Philippine fabric warehouse hubs and locally produced textiles. Zero-waste design. All production is done by vetted factories and/or produced in small scale at our headquarters.
Natural and biodegradable care products for merchandise. All prepared by hand in small batches.