Founded in Aspach in the south of Germany in 2008, Greenality is an up and coming young street wear label that specialises in fair trade and organic cotton basics with unique prints and designs.

“We fight against child labour, oppression and ecological destruction,” explains the founder of Greenality, Markus Beck. “As there were not many eco-fashion labels in ‘old Europe’, that fact hit our taste buds and we decided to launch our own label. And here we are: Greenality!”

The name of the label – Greenality – comes from blending the words “green” and “mentality” which reflects the brand’s ethos and approach to business. “When developing our designs we pay attention to quality, correct fit and authenticity,” says Beck. “We dislike the simple ‘logo-shirts’ that have flooded the street wear market. They do not reflect our beliefs or taste.”

Before any new Greenality garment leaves the design department, the whole team has to agree on it. Beck also believes that it is important for the company’s customers to be able to trace where their clothes come from, and see where they are produced and processed.

“Working with MADE-BY enables us to present our supply chain to our customers in a transparent and credible way” explains the founder of Greenality.

To support its stand against child labour, Greenality also donates one Euro for every piece of clothing sold to Terre des Hommes. The international federation is a network of eleven national organisations working for the rights of children and to promote equitable development without racial, religious, political, cultural or gender-based discrimination.