Nowadays people are more and more aware of what they eat, how they want to live and what they buy in general. They want to feel comfortable with their purchases. Feeling comfortable with the product goes further than only the product itself.

The right feeling about a product is the total feeling, from A to Z. From the type of cotton from a pair of jeans, to the factory circumstances and how the employees are treated, how the jeans is made, to the mindset of the stores where the jeans is available. This process of slow fashion gets more attention and support from people than before. This trend will be a new standard for conscious people. Its a new businessmodel for a lot of brands. They're focussing on quality, durable and sustainable aspects in the total chain. Its about quality over quantity. 

​ Wouter Munnichs, Founder of www.long-john.nl

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