The idea behind OBLIVIOUS?

OBLIVIOUS? is a new small sustainable fashion brand focused on the positive power of questions. Responsibly made in Europe from 100% GOTS certified Organic Cotton & Upcycled pieces reworked in Germany. 

The idea behind OBLIVIOUS? was created during an evening conversation between the two co-founders: mother-daughter duo Romi and Jacquie.

Starting a fashion brand has always been desire of ours – even when Jacquie was only about 7 years old, we frequently spoke about ideas and how we could bring them to live. However, not only did the time and circumstances never align until recently, we also hadn’t come up with an idea that we believed in as much as OBLIVIOUS?.

The idea was born out of a conversation we shared about how powerful questions are in our lives, whether it comes to our relationships with others, ourselves or how we see the world around us. We felt that this positive power of questions did not get the recognition it deserved.

There were some factors that played into this: both naturally curious and creative types, with a tight-knit relationship, as well as very similar taste in design and fashion.

To us, fashion is a creative tool that can be used to express our identities or what we value, but can also impact our mood. Aside from our personal interest in fashion, we were aware that it provided a very potent platform for our message: wanting to inspire more curiosity and highlight the positive power of questions.

We knew from the start, that by putting something new out into the world, we wanted to try and be as sustainable as we could be as a small brand. With a brand ethos that prides itself on the power of asking questions, we felt it was necessary to question the standard processes and try to do better.

We use a 100% GOTS certified Organic Cotton for all of our products, steer clear of plastic as much as we can, use more eco-friendly inks, as well as recycled and/or recyclable packaging. Our aim is to improve these efforts continuously to become a greener, more eco-friendly fashion brand. (More info here)

We launched in February 2021, after some delays due to the circumstances of 2020. We can’t wait to see how we progress and what we can create next.

Do you want to come along for the ride and learn more about the power questions hold?

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Love,

Romi and Jacquie