Hello NAE community,
It's been a moment of transition and clarity in the fashion world lately — and I wanted to share a thoughtful, founder-to-community update on what's shifting in our industry, especially as sustainability and transparency become non-negotiable.
🌍 Sustainable fashion isn't a trend — it's becoming the industry standard
Recent conversations and reports in the fashion world show something important: the old model of "fast fashion at all costs" is being questioned more seriously than ever. The environmental toll of quick, disposable clothing — huge water use, mountains of waste, and enormous carbon emissions — is now widely recognized.
At the same time, resale and circular models are booming — not just as niche markets but as meaningful alternatives where garments and accessories live longer and more responsibly.
From an industry standpoint, this feels like a shift from "just selling more" to "selling better."
📊 The broader fashion landscape — growth with challenges
A recent industry forecast suggests that while the fashion economy will continue to grow in 2026, it likely won't return to the old rapid-growth rhythms of the past decade. Consumer sentiment remains cautious, and economic volatility continues to influence how people choose, value, and invest in garments.
In luxury, there are pockets of growth — for example, demand in China has shown signs of improvement, offering optimism for brands anchored in quality rather than disposable trends.
For independent, mission-driven brands like ours, this means focusing on value, purpose, and longevity in every product decision we make.
🪡 Regulation is shaping the future of sustainability
Across Europe, policy is catching up with what consumers have been demanding for years:
New rules (like the Ecodesign for Sustainable Products Regulation) are prioritizing clothing and footwear for future sustainability requirements, including durability, reparability, and recyclability.
From 2026, large companies in the EU will face a ban on destroying unsold clothes and footwear, forcing more responsible inventory management.
Authorities are also tightening what brands can claim in terms of sustainability, preventing vague "eco" language without proof.
These changes aren't just legal hurdles — they are reshaping how products are designed, made, and shared with you.
💡 Real shifts — quality, longevity, and community
At Copenhagen Fashion Week (which just marked its 20th anniversary), designers leaned into themes that resonate deeply with what we care about at NAE: quality over quantity, inclusivity, and meaningful design rather than trend-chasing.
This resonates with a broader prediction for 2026: consumers are increasingly valuing individual style and longevity over rapid turnover and temporary fashion.
To me, this feels like a realignment — fashion as personal expression and lasting value, not just fleeting impulses.
🧠 What this means for NAE
💭 We are paying attention to these industry shifts, not just on paper, but in the way we think about product design, material sourcing, and the messages we share with you.
We are committed to doing things thoughtfully — not rushed or reactive — because we want our choices to reflect both ethical intention and real-world impact.
As we explore new materials, take-back concepts, and circular possibilities, we will always be honest with you about what we know, what we're learning, and what we're still figuring out.
That transparency — with you — matters more than perfect answers.
🧭 Looking ahead
There's a clear momentum in fashion toward:
- More transparency
- More accountability
- Less waste
- Meaningful longevity
And as a community, we're right in the middle of that shift — not as observers, but as participants and learners.
Thank you for being part of this journey with us.
With honesty and curiosity,
Paula