real actions & work

Unnormal have an uncompromising set of beliefs and motivations of ethical, sustainability, and aesthetic aspects.

But in order to operate as effectively and true to these beliefs, a radical rethinking of business as usual of the fashion industry had to be done at every stage of the clothing’s way to you.


First, all our partners – fabric mills, or seamstresses are all local small-medium, often a family-owned businesses. This way we can make sure that they uphold the same high labour, ecological standards as we do. As well as ensuring that the unnormal design concepts and aesthetics remain uncompromised. More so, it is also one of the best ways to do business to support the local economy and the people.



Second, by localising our whole production we massively shorten our supply chain, or simply put – your garment does not travel the world several times before ever reaching your local shop. That means way less resources needed to make the said garment and less waste produced making it.


unnormal pattern

Fabrics used to make unnormal clothes also are carefully chosen:

  • Pure Linen

Linen (flax-plant) fabric is natural, highly durable and, subsequently, a long lasting one. It is also a more breathable and conserves water 4 times compared to more common fabrics (Bio Intelligence Services, 2008).

But the other fact that swayed us to use the linen fabric is that it also has a millennium of historic significance and tradition in the country of the brand and the production – Lithuania. From when linen was used to make religious clothing in pagan times to today – a Lithuanian tends to have an emotional positive association with linen – the way few fabrics can ever really have. That also mean, that the traditions of producing high quality, organic linen fabrics are common.

  • Organic Cotton

Cotton we use in our production is only organic GOTS certified. Moreover, the majority of the cotton in our collection is recycled. Specifically, mechanically recycled in Italian factories with a long history of large scale, non-toxic cotton recycling.

  • Organic Wool

Our jackets and coats are made from a pure wool. It is both – a natural insulator and a breathable fabric, thus, you can weather whatever weather in them.

It also is a sustainable one – a sheep naturally grows and regrows its fleece every year, but, importantly, they are to be raised and treated humanely. Moreover, the fabric we use are woven in one of the oldest fabric factories in the country.




There is also a small hope for us that our example can be a bit of an inspiration to other fashion industry players.


to signal that there is a value in providing and producing sustainably and ethically

Perhaps, if we are successful with our orders and requirements list that might seem exhaustive at first to the suppliers, then maybe they find it worth investing in developing and shifting their own business strategies towards them – as our orders might expand and plenty of other brands in the future might shift ever more towards this direction.


Another aspect of our way of doing the business everything can easily be traced back –


from a fabric manufacturing all the way to the final garment’s wearer

That implies that right from the beginning of its production cycle – the financials – projections, strategies etc. are reflected in tangible resources and assets. Thus, insuring ourselves from any possible valuation bubbles, or other speculations.


radically refined collection. small, annual, vital

tops & jackets


ready-made accessories