New Standard
New Standard is a Helsinki clothing brand that makes basics for men and women from recycled material. It sells through its own online store and through wholesale to retailers.
| Base | Helsinki, Finland |
|---|---|
| Products | Men's and women's basics |
| Material | Recycled material |
| Channels | Online store and wholesale |
| Website | newstandard.fi |
What is New Standard?
New Standard is a clothing brand based in Helsinki, Finland. It focuses on basics for men and women, positioning recycled material as the norm for everyday clothing rather than a niche option, as its name suggests.
Products and positioning
The brand's range consists of essential wardrobe items for both men and women, described as being made from 100% recycled material. The focus is on simple, repeat-wear garments rather than trend-driven fashion pieces.
- Men's and women's basics
- Garments made from recycled material
- Simple, Scandinavian-style wardrobe staples
Distribution
New Standard sells direct to consumers through its own online store. It also offers its collection to independent retailers through the Faire wholesale marketplace.
Why it matters
New Standard reflects a strand of Nordic fashion that applies recycled fibres to the highest-volume part of the wardrobe, basics, where material choices have the largest effect on overall consumption. It forms part of a growing group of small Finnish labels that pair sustainability messaging with a direct online relationship to customers.
Frequently asked questions
Where is New Standard from?
New Standard is a clothing brand based in Helsinki, Finland.
What does New Standard make?
New Standard makes basics for men and women from recycled material.