New Danish urban tech apparel brand set out to revolutionise the industry

aeonian is the world´s first premium urban tech apparel brand with a circular business model, a unique deposit system and multifunctional design for adventures in the great outdoors as well as in the city.

NEWS PROVIDED BY
aeonian apparel /MyNewsdesk
Denmark, December 08, 2021, 12:00 CET

As the first Danish outdoor apparel brand, aeonian is on a mission to revolutionise the industry putting circular thinking at the centre of everything. Building its business on a closed loop principle, refusing to produce one single garment the world does not need, and making sure to give back more to society and the environment than they take.

"We were in the business of fast paced, super stressed consumption bonanza, and we were working diligently on merely commercial agendas - making our customers and employers richer at the expense of the planet." says Line Lyngholm, Chief Executive Officer. "In 2020 we took a good hard look in the mirror and decided to see if a bold idea could actually make the world a little better. Something needed to change. We needed to change. Our industries needed to change. Our planet and the wellbeing of the human race needs all of us to change. Could we improve the quality of life and at the same time reduce the negative impact of modern living by designing products and building a community of likeminded around an idea of sustainable adventure?"

aeonian wants to welcome a new audience of outdoor enthusiasts through adventure-driven and urban-inspired garments. aeonian offers innovative garments to be worn day-to-day as well as in challenging environments. Highly technical garments designed for all terrain, all seasons and all purposes. 

aeonian aims to be never in stock
Where others in the industry aim to be ‘never out of stock’, aeonian aims to be ‘never in stock’. Every single garment is made to order and shipped directly to the end consumer. That means no warehouse of unsold inventory, no seasonal forecasting and no burning what they don't sell. That way, aeonian only produces what its customers need, and more importantly, what the world needs us to produce with their made-to-order and limited-editions-model.

At its core, aeonian wants to inspire consumers to buy better, buy less, and use what they buy more.
aeonian offers one set of performance clothing that works for anything your day may bring. Versatile, quality, stylish, and sustainable clothing that allows you to own less and experience more.

The world's first apparel deposit system
aeonian means everlasting - and so aeonian wants its garments made to be exactly that, everlasting. But, the brand recognises that nothing is more unpredictable than life itself, and sometimes a garment will grow too far out of its owner. This is where the aeonian deposit system comes to the rescue - a system designed to prolong the life of each garment the brand produces by giving each garment up to three loops of life before it's finally donated to charity projects aiming to provide shelter for the elements for people in need. aeonian is also proud to support the Sheltersuit foundation with excess materials from the fabric production. A project providing immediate shelter to the homeless.

"If we want to go skiing, if we want to climb mountains, if we want to go sailing in the future - we need to change the way we do things. We are very proud to actually push forward and be in the very front of that movement" says Nicolai Lyngholm, Chief Creative Officer.

For aeonian that means encouraging consumers to be more aware of their consumption and live by the mantra: If you don’t need it - don’t buy it. But if you do buy it - use the garment diligently and send it back to the deposit system when they don’t need it anymore. In return you get your 20% deposit back as a voucher for the webshop. aeonian will then revitalise the garment and prolong the life of the product.

The importance of giving back
aeonian wants to be at the forefront of the industry and improve how premium outdoor garments are developed, produced and distributed. There is just too much stress on people and our planet, exhausting natural resources at a rapid pace. aeonian wants us all to find a better balance between enjoying and destroying. The apparel brand wants nature to be an everlasting playground and a place to relax and reload for future generations as well.

"As a company we want to use business to change people and planet for the better. We want to contribute to a more sustainable way to play, by producing consciously crafted outdoor apparel from a closed loop circular principle with a business model that urges people to get out, explore, take care and give back, so we don’t destroy what we came to enjoy." says Line Lyngholm, Chief Executive Officer. 

The brand wants to make sure every purchase trusted with aeonian will make a difference - enable people to enjoy adventures in the great outdoors, reduce the negative impact of modern living, and to give back more to society and the environment than we take.

For aeonian that means pledging 1% of sales to the preservation and restoration of the natural environment through their 1% for the planet membership starting January 01 2022.

It also means donating aeonian garments in their third or fourth lifecycle as well as excess fabrics from their production to the Sheltersuit foundation providing immediate shelter to the homeless.

The first drop
aeonian is designed for movement and for reconnecting with nature. With the brand's first drop: inhale - pause - exhale, aeonian wants to enable people to move in whatever scenery their lives have to offer. To take a deep breath, be in the moment, and to enjoy the adventure. Nothing is left unthought of, and every cut and pocket, trim and loop in the garments serve a specific purpose. Whether the adventure takes people into their urban environment or into the great outdoors, aeonian garments are made to be the perfect adventure companion.

The full aeonian drop 01 'inhale - pause - exhale' is now available on the brand's online store and on Kickstarter until January 03 2022. 

About the brand
aeonian is a Danish premium urban tech brand founded in 2020, focused exclusively on offering high-quality, multifunctional outdoor garments, made-to-order in limited editions, consciously crafted in Europe with a circular business model, a unique deposit system for recycling and a product2project concept aiming to improve conditions for people and our planet. All aeonian products are certified to the rigorous and sustainable standards of the BLUESIGN^(R) Standard. Learn more at www.aeonianapparel.com

About the founders
Line Lyngholm (Chief Executive Officer): 41 years, Danish, background: 10 years of executive leadership in one of the biggest international players in the world of fast fashion. Expert experience in supply chain optimisation, fashion, international sales and business development. 

Nicolai Lyngholm (Chief Creative Officer): 48 years, Danish, background: 20 years of executive leadership in branding, advertising & design agencies. Expert experience in brand building, advertising, concept design, business model design and strategy. 

Media contact
Nicolai Lyngholm
nicolai@aeonianapparel.com