This season we're proud to welcome another new addition to our lineup - Colorful Standard. Born in Denmark, Colorful Standard focus on battling over consumption within the industry by producing organic, high quality & long lasting basics whilst remaining affordable - with their full collection manufactured in Portugal. Check out a brief history behind the brand below.
History Behind Colorful Standard
The origin of the Danish brand traces back to its founder & entrepreneur Tue Deleuran, whose journey in fashion has been both diverse and impactful. In 2006, he launched his first venture, the lifestyle brand Bjorkvin, which quickly found success, selling over 500,000 units within just three years.
In 2008, Deleuran took his expertise to Portugal, where he established the RTG Group, a textile brand specializing in t-shirts, sweatshirts, and other apparel. While RTG produces its own clothing, its main focus is providing high-quality, ethically made garments for other brands. The group works with both established and emerging labels worldwide, offering everything from everyday essentials to luxury pieces. Additionally, RTG provides valuable support to young brands, offering guidance and inspiration as they enter the industry.
Building on the success of the RTG Group's manufacturing side, Deleuran expanded the company's reach by launching Agency, a second branch that connects future brands with their customers. Agency gives these new fashion brands access to the RTG group's network and professional expertise.
All of this experience culminated in the creation of Colorful Standard in 2017. The brand's name reflects its essenceãoffering a vibrant range of products for people from all walks of life, while promoting an ethos of inclusivity and diversity. Colorful Standard also stands at the forefront of pushing for higher ethical and sustainability standards in fashion, with a genuine commitment to environmental protection and fair treatment of people.
Colorful Standard Sustainable Production
Sustainability lies at the core of Colorful Standard's manufacturing and production approach. In an era where environmental issues and the negative effects of fast fashion are increasingly pressing, producing sustainable clothing is essential. While many brands are beginning to embrace ethical and eco-friendly practices, Colorful Standard has already positioned itself as a leader in this space. A key element in their sustainable approach is the materials used to create their garments.
Colorful Standard clothing is made from 100% organic cotton, cultivated without genetically modified seeds and nourished solely by natural rainwater. This method eliminates the need for harsh chemicals, reducing pesticide use and cutting greenhouse gas emissions by as much as 94%. Organic cotton also consumes 91% less water during production and emits 46% less CO2 than conventional cotton, making it a far more environmentally conscious choice. Moreover, the brand's organic cotton pieces are certified as PETA-approved vegan.
Colorful Standard Garment Dye
Colorful Standard has become renowned for their wide range of colours throughout their collections, achieved using OEKO-TEX certified dyes. These dyes undergo strict testing for up to 350 toxic chemicals, ensuring they are free from harmful substances.
This certification guarantees that Colorful Standard's clothing is dyed without any chemicals that could pose a risk to either the wearer or the environment. To meet OEKO-TEX standards, every element of the garmentãincluding zippers, buttons, and elastic componentsãis thoroughly tested to confirm it is free from harmful chemicals.
Additionally, Colorful Standard employs a garment-dyeing technique, meaning the clothing is dyed after it is fully assembled, rather than using pre-dyed fabric. This process not only enhances the quality of the garments, offering consistent sizing and rich colors, but also helps minimize waste by allowing for precise use of dye and fabric to create each piece.
Shop our full Colorful Standard collection bellow, available online & in-store now at Stuarts London.
Shop Colorful Standard