By basics offers made-to-order clothing that minimises waste while maximising sales potential

Danish label by basics offers an alternative to fast fashion with its easy-wear wardrobe staples that are created sustainably and ethically. Its slow fashion concept is based on enduring quality and is designed to maximise retailers’ return on investment.

The label’s design signature includes every day basics in relaxed silhouettes, crafted ethically using natural fabrics. The range includes womenswear, menswear and childrenswear as well as accessories. All of its products are made in at its co-owned factory in Poland or its partnership operation in Portugal. The brand is truly independent and doesn’t supply its collections to multiples or department stores.

Daily essentials

When ordering from by basics, there are no minimum order quantities for retail stockists – meaning buyers can select only what they need for their store. Boutiques can mix styles, colours and sizes to create an edit that suits their business and customer base. Each order is made especially for the retailer while all the styles in its BLUSBAR range are hand cut – ensuring no wasteful overstock and complete deliveries per customer. Its pieces are also delivered on a continuous production cycle throughout the year, helping stockists control their cash flow and stock levels while minimising risk.

“We stock fabrics – not finished pieces,” says COO Peter Greensteen. “Therefore, every single order is customised. At the same time, we are able to use all of our fabrics as our designs are manufactured with the same colours and quality season after season. It is 100 per cent up to our customers what styles are produced, and therefore we only produce according to demand. This is a great way of eliminating overproduction and we are always looking for greener and better alternatives.”

Retailers are also given access to the company’s B2B online platform, making reordering efficient and straightforward. “Our ‘no waste’ buywhat- you-need-when-you-need-it model is backed up with password protected online ordering platform – meaning we can control distribution and protect customers’ exclusivity,” explains John Pearce, founder of John Pearce Fashion, which supplies the brand in the UK and Ireland.

The choice is yours

Within the by basics stable sits a range of brands to suit a variety of needs. These include its merino wool line BLUSBAR for women and RAM for men; BAMBOO offering pieces in bamboo jersey; its organic cotton jersey range, cotton sense; and its woven collection, OWN, which combines linens, poplins, brushed wool and cotton-backed merino. The latest addition to the range is Grums – a young company that produces beauty products from used coffee grounds. The brand suits its ethical ethos – even down to its biodegradable and recyclable packaging – and retailers can order the range via the by basics B2B platform.

By basics co-owns its production facilities in Poland, giving it full control over quality and human resource management. Each collection is crafted using sustainable and natural fabrics such as wool, bamboo and cotton. All of its organic materials are Oeko-Tex certified and are carefully chosen with this mindset. Retailers can choose from 60, 34 and 25 different colours respectively – allowing them to create their own unique edits to give their store a point of difference.

“Our fabric weights are deliberately transitional,” Pearce explains. “The only thing making them seasonally specific are the colours customers choose to run. On our tumble dry merino wool, for example, there are 60 colours. This means customers can run their winning styles through the year with virtually no product going into sale.”

In line with its sustainable ethos, Pearce says the brand operates in “a 360-degree ethical way.” He explains: “From the raw materials to the final product, we ensure animal, environmental and social welfare in the best possible way. We do our best to treat the planet, people and relationships with respect and honesty. We strive for quality and thoughtfulness in every style, in every personal interaction and every aspect of our work.”

The label is popular among high-end UK boutiques that focus on sustainability, including Molly and Co in Towcester, Kings Road Fashions in Leighton Buzzard and Woburn, Oberon in Shrewsbury, Flint in Lewes and The Italian Touch in Ryde. Meanwhile, it sits well alongside brands such as Capri Clothing, East West, Reiko, Mes Soeus et moi, Mama b, Masai and Out of Xile.

Caroline Winsland, owner of Molly and Co, is a fan of the brand: “We love by basics for its effortlessly stylish designs and impeccable quality,” she says. “We buy right across the range from cotton to bamboo and the BLUSBAR merino wool. Our customers love the way they can build a timeless wardrobe through the seasons; it truly is a transitional collection suited to the modern woman. For us, the retailer, it works well as we can top up our stock any time of the year to suit our needs with just a five-week run time. Even better, the whole collection is produced in Europe and is completely natural and sustainable.”

Retail support

For SS21, by basic’s four to six-week delivery model means it hasn’t started taking orders just yet. “Our clients are very relaxed about this as it means they can place their orders when they have a clearer understanding of the market,” says Pearce. “This is especially important in the current climate. I stress again, there is no minimum order and retailers can do what they want, when they want, in their own time online.”

The brand also offers its stockists additional support, including marketing materials such as videos, images, logos and links, which are available free of charge via the by basics website ( In addition, John Pearce Fashion will be launching a social media campaign on Twitter, Facebook and Instagram aimed at linking retail consumers with by basics stockists.

CONTACT: Tel: 07504 117 954 E: