2024 was the year we really saw how small conscious actions make a difference. At Pleasant, we work to make clothes in an environmentally friendly way that puts the least possible strain on the climate and the planet . In practice, this means that we upcycle existing textiles such as curtains, duvet covers and tablecloths and give them new life as unique upcycled shirts and upcycled caps . (In 2024, we actually didn't buy any new textiles!*). It's an approach that is different and challenging, but also incredibly rewarding and gives us a really good feeling. Because imagine if Pleasant could actually be the clothing brand that makes the most environmentally and climate-friendly clothing possible.
Different approach to running the business
It has been a year with many challenges, but at least as many victories. We have felt what it takes to go against the grain and make clothes in a different and more environmentally friendly way. Upcycling textiles such as curtains, duvet covers and tablecloths requires a completely different approach than making and selling clothes from new textiles . Everything from design to sales has required new ideas. Because how do you do that when all your products are unique? At times we have doubted whether it could even succeed. But now we stand here … and believe 100% in the mission of running a clothing brand with the least possible environmental impact and the most possible joy.
Sustainable clothing does not exist
At Pleasant, we believe that it is important to be honest. Sustainable clothing does not exist . But we can work towards a more responsible way of making clothes. We do this specifically by recycling the resources that already exist and thereby minimizing the climate impact, as well as the emissions that clothing creates. We do not just want to make clothes from new environmentally certified textiles. Because again, it is still new textiles, and there are already mountains of quality textiles in our society. And we believe that knowing and working with upcycling and recycled textiles creates the most responsible and not least honest products.
In 2024, we upcycled over 2 tons of used textiles
This has led to some pretty wild savings. The production of new textiles is a major burden on the environment and nature, but by recycling existing materials we have spared nature:
At least 25,000 kg CO2
Which corresponds to:
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The same as 1,000 trees absorb in a year.
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12 flights between Copenhagen and New York round trip.
At least 15,000,000 liters of water
Which corresponds to:
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Drinking water for 27,300 people for an entire year.
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Brewing 75 million cups of coffee.
We are really proud of these savings, and we hope you are too. They show how our environmentally friendly approach to clothing production actually has a pretty big impact, even though we are a small fish in the big ocean of clothing.
Upcycled caps, shirts and maybe other products in 2025?
Our work to minimize the environmental impact through upcycling is being better and better received. We are proud of our small brand, helping to inspire so many to choose clothes with care . That is why we are also entering 2025 with even greater ambitions. We will continue to challenge what it means to make environmentally friendly clothes. We will experiment, optimize and continue our mission to make new clothes from used textiles and generally use the resources that already exist in the best possible way. We hope you will join us.
Thank you
Thank you to all of you who have worn our clothes, shared our story, and helped us spread the word about Pleasant. Without you, there is no Pleasant.
*in addition to sewing thread and some labels.
