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 the way we make things matters. The way we consume matters. And the way we think about ownership needs to change.
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 take great care in how we do things—and why circularity will always be at the top of mind.
Circularity means that we design every product with its 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. 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.
You won’t hear us shouting about values just to get attention. We prefer to focus on action. That’s why we are not only bringing a world-unique product concept to the market, but also doing it in a unique way. When you purchase something from us, you do not pay a price as you typically know it. Instead, the cost is split in two: one part as a regular price, and one part as a deposit. You can return the product at any time—regardless of its condition—and you’ll get the deposit back. We will then recycle the product to make new garments. It’s our way of making sure our products 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 consumers. 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. If we did not include the deposit, the corresponding amount would instead be included in the total price, leading to a higher total cost.
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.
We still have a long road ahead, but 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—responsibly, intentionally, and always with purpose.
Thank you for being part of this with us.
Kind regards,
Oscar Halleröd
Inventor & Founder
Natural Resistance