Our dream
ELSK is a struggle to create fashion that is made with consideration and a vision to create a company that makes a positive difference.
We must benefit locally, inspire globally and use our knowledge, voice and finances to push the world in a better direction.
The ELSK concept is rooted in a dream to go our own way and show that in the fashion industry there is not just room for, but actually a need for, a brand that dares to be at the forefront. A brand where presence, sustainability, substance and quality are the focus. Rather than surface, we go in depth. We want to inspire both consumers and other brands to go for quality and sustainability and for the good story. We do not fight on price, terms and mass production. We want selective production, where we offer unique experiences and products for both the individual consumer and store.
New designs and products come continuously, and not via fixed and rigid collection drops, which is otherwise the norm for the industry.
Production takes place in Europe via permanent and solid partners.
We don't just want to take, but to a large extent also to give back. That's why we get involved in debates, dare to lead the way, inspire others, give back to the local community and donate 1% of our turnover to environmental causes. We do it because we thought it was our duty. As a company, we have a responsibility. A responsibility to produce properly and do as little harm as possible.
Our dream is to create a company that makes fashion with meaning. A company that does more good than harm.
SUSTAINABLE FASHION?
We are in an industry which is among the most environmentally damaging. Producing clothes requires enormous resources from the planet. That is why we at ELSK have a hard time with the concept of sustainable fashion.
It will always burden when you produce and consume. However, it is always possible to try to produce in ways that burden the environment as little as possible - which we are constantly trying to do and getting better at. But it's a difficult balancing act, and making the right choices is complicated. It's rarely as black and white as we'd like it to be.
We must try, we must explore, we must test limits. But in that process we must also be ready to make mistakes and, not least, admit the mistakes we make.
Rather than the word 'sustainability', we prefer to use the word 'orderliness'. As people and as a company, we have a responsibility and a duty to properly manage our resources and the people we surround ourselves with.
We have a responsibility
We also feel that we have a responsibility to give something back. This is the primary reason why we are part of the organization 1% for the Planet. Through 1% for the Planet, we commit to donating at least 1% of our turnover to environmental protection. This means that regardless of whether we earn money or not, we always pay what we ourselves call our land tax. It is one of our ways of giving back to nature. We thought that was decency.
The best thing you can do as a consumer is to buy fewer and better products. Products that last and that you will continue to love. Support the companies you feel you can vouch for, and the companies you'd like to see exist tomorrow. It is complex. It is difficult to navigate. But rather than giving up, it is about being curious, asking questions and making demands. If there's anyone we companies listen to, it's you. The consumers. Therefore, use your vote.
Our purchasing philosophy
We always try to make things as simple as possible. Sometimes the best product and process is not where there is nothing more to add, but where there is nothing more to take away.
Clothing production – especially when we talk about sustainable fashion – is complex. Therefore, the first step for us is to work with partners we can trust. People who share our values and who are experts in their respective fields. We cannot know everything – that is why we must work together with specialists.
We have long-term collaborations with our suppliers, and in addition to having the certifications in place, we must be able to trust them and know that they want the best for both us and the planet. In fact, it is more important than all the certifications.
We are proud of our partners and proud of the difference we can make with them. In addition to creating jobs for them, we also have a responsibility to constantly try to push them in a better direction and constantly raise the standard for both their quality in production and their environmental footprint.