Why?
27% of every garment produced never reaches a buyer, and almost 3 out of 5 garments produced end up in a dumpster within 1 year.
An initiative to battle
overproduction
The concept of Mottainai, the art of not being wasteful, has encouraged us to decrease the depth of our collection in our ready-to-wear offerings. By shifting towards a model where more garments are made to order (pre-sold) we hope to contribute to the reduction of waste in the clothing industry.
The fashion industry is one of the world’s most polluting industries. The main reason for this is quite simply overproduction and fast fashion’s production of poor quality garments. Norwegian Rain are changing ways of designing, producing and selling our line to ensure that every garment we make reaches the end-user.