Made in Stockholm, Stockholm

When we first dreamed up Made In The Now, it was in response to the twin sartorial sins of thoughtless consumption and derivative design.

Fast fashion had led to a trend for disposable clothing, and we felt there must be an ethical alternative. We were determined to bring meaning back into product creation. We wanted to be part of an environmentally‑thoughtful production process, so we printed our t-shirts locally, only produced what had been ordered and used efficient, reusable packaging. And, to promote exclusivity and examine buyer behaviour, we decided to do it every 24 hours for 365 days a year and then every week for a year.

This crazily ambitious project led to two years of blood‑pumping deadlines, timezone‑spanning challenges and some truly wonderful designs. MITN was a design democracy; Facebook fans chose the news, before a designer somewhere in the world created their wearable response to the story. It was a labour of love that took us on the journey of a lifetime and grew beyond our wildest dreams, and we want to thank each and every one of you who joined us for the ride.