About by 2050
Fashion with a future
Our Mission
We are on a journey to creating the most sustainable marketplace in the world that consumers can trust. That's an ambitious goal, and we want to be upfront: we are not there yet.
By 2050, the fashion industry needs to be fundamentally different. We're not waiting for that deadline — we're starting now, learning as we go, and being honest about where we are in the process.
An Honest Starting Point
This industry is far from perfect. The supply chains are complex, the certifications are imperfect, and the definition of “sustainable” changes depending on who you ask. We don't pretend to have all the answers.
What we can promise is transparency. We aim to be as open as possible about our materials, our partners, and our limitations. If something isn't up to standard, we'd rather tell you than hide it.
Where We Are Today
Verified Clothing
We are not yet perfect — but our clothing is verified by recognised certifications including GOTS, OEKO-TEX, and GRS. These are a starting point, not the finish line.
Quality Over Quantity
We believe in buying less but buying better. Our pieces are designed to last, both in style and durability, becoming staples in your wardrobe for years to come.
Radical Transparency
We're honest about our process — including what we don't do well yet. From production times to pricing to environmental impact, we believe you deserve the full picture.
The Bigger Picture
To make this truly sustainable, there are many more steps in the process — ethical labour, circular design, reduced transport emissions, regenerative materials. We're working on it.
Our Process
Unlike traditional fashion brands that produce thousands of items hoping they'll sell, we take a different approach. When you place an order, your piece is created specifically for you. This made-to-order model means:
- Zero unsold inventory going to landfills
- Each piece is made fresh, just for you
- Reduced carbon footprint from overproduction
- Support for ethical manufacturing partners
Is this system perfect? No. Made-to-order has its own challenges — longer delivery times, limited ability to inspect before shipping, and reliance on printing partners whose practices we monitor but don't fully control. We're transparent about these trade-offs.
The Journey, Not Perfection
by2050 is about the journey, not perfection. We named ourselves after a deadline because it keeps us accountable. Every year, we want to be measurably better than the last — in materials, in manufacturing, in honesty.
We don't believe in greenwashing. We'd rather under-promise and over-deliver than make claims we can't back up. If you're looking for a brand that has it all figured out, that's not us — not yet. But if you want to support a brand that's genuinely trying, we'd love to have you along for the ride.
Join the Journey
Every purchase is a vote for the kind of fashion industry you want to see. By choosing by 2050, you're supporting a future where fashion doesn't cost the earth — and a brand that will always be straight with you about how far along that road we've come.