Fashion forms the perception of an idealistic dream world that creates a collective desire for something better. It is a creative expression that challenge the current norms and conventions in society and express the feeling of who we are, where we go and who we want to be. The steps we take in our shoes are therefore unwritten stories of our lives, formed with significance and meaning and explore fashion in future contexts. The world of FAIRILY reveal transformation towards a conscious, innovative and thoughtful world in the fashion industry and marks the beginning of a revolution towards sustainable awareness. We supply new steps into the future where the shoe is not only a mean for walking but is a mean for interaction, change, transformation and inspiration.
At first, we produce our shoes with as little effect as possible on both the individuals and the environment. We are manufacturing our products in Europe to shorten the way of transportation. Our leather is 100% vegetable tanned, which mean the leather is chrome free and the people who made it are preserved from toxic chemicals. Second, we aim to produce timless high-quality shoes that has an extended lifetime, this makes the consumption more sustainable, choose few and choose well. Third we have cut the extra costs, we only sell our shoes ourselves, cut of the middlemen and give the consumer an honest chance to buy god quality products with a fair price. We believe good craftmanship can change the course of fashion and we want to invite you all to our own universe where we believe that the power of knowledge and responsibility contribute awareness towards a more sustainable fashion industry. We have the aspiration to sow a seed within the culture with our Conscious Concept.
Fairily was founded to make timeless, high-quality and sustainable shoes. We are inspired by a woman that holds our core values. She wore clothes with awareness, knowledge and more important in a sustainable way. Our inspiration and muse are the one and only grandma Edit. The clothes she wore were creative, handcrafted, long lived and nevertheless fashionable. The life of a classic item is glowing brighter and has a longer lifetime with good craftmanship and awareness, in that sense also more sustainable, we can’t change it all, but we can change the course.