The fashion industry is one of the biggest hazards to both our environment and social systems, with endless waste, unfair working conditions, and a deeply broken relationship between production and consumption. At Natural Resistance, we’re not only refusing to be part of this problem. We’re actively working to be part of the solution.
Sustainability isn’t just a slogan for us. It’s not something we tack on for marketing or a trend we’re trying to follow... It’s at the core of what we do.
From day one, we've built Natural Resistance with the belief that every step matters. That every product matters. That every person matters. And if we're going to preserve 'what matters' for future generations, the way we think about ownership needs to change.
Circularity means challenging the traditional model of ownership, by shifting the focus from 'owning' to 'accessing', and designing products with their entire lifecycle in mind. It’s a mindset: that the materials are valuable, waste is avoidable, and every item can have a second, third, or even fourth life - if we build the right systems to support it.
With our world-unique heavy garments and the introduction of a completely new category of clothing, we believe that we have a rare opportunity to actually make a difference. That’s why we’ve adopted a circular design philosophy where nothing is treated as disposable and every product is considered from the ground up: how it will be used, how it will age, and what will happen when it’s no longer needed. We believe circular systems are the key to a sustainable future, because they allow us to consume and enjoy awesome products in a responsible, sustainable way.
Here is how it works: When you purchase from us, you do not pay a price as you typically know it. Instead, the price is split in two: one part as a regular price, and one part as a deposit. You can return the garments at any time, regardless of their condition, and you’ll get the deposit back with lifetime guarantee. We will then recycle 100% of the material to make new products. It’s our way of making sure the garments don’t end up as waste, and it’s your way of contributing to a system that values responsibility.
This circular deposit model is at the core of our existence, because it allows us to work with premium materials that otherwise would be out of reach for the everyday consumer. Without it, our products would simply not be possible, and with it, we’re able to offer experiences, and a level of quality, that the world has never seen before.
I understand this might feel unfamiliar. But that’s the point. We’re not just offering a new product. We’re pioneering a new, circular way of doing things. One that challenges the status quo. One that aims, however imperfectly, to reduce harm and create real value for both our current and future generation.
We still have a long road ahead. Whether you’re just discovering Natural Resistance or have been with us from the beginning, your support is what allows us to keep moving forward.
Thank you for being part of this with us.
Kind regards,
Oscar Halleröd
Inventor & Founder
Natural Resistance