I add brands as I finish each review. Two things decide whether a brand gets listed at all: where it is based and where it produces. The rest of what I look at shapes the profile, so you can see where a brand produces, what it makes things from, how it operates and what it values, all in one place.
Know a European brand that belongs here? Suggest a brand
View all brands27.07.2026 · Opinion
One word on the composition line covers everything from commodity fibre to Sea Island rarities, and the label is not required to say which one you are holding. On what makes cotton premium, what the certifications promise, and how to recognise the difference before you buy.
Read more: Your ‘cotton’ is not always cotton. What makes cotton premium, and how to recognise itEvery brand goes through the same review: two things decide whether it is listed, the rest shapes its profile. Getting listed doesn’t cost a brand anything, and it isn’t something a brand can buy.
Spotted something I’ve got wrong? Tell me and I’ll re-check it.
01
Headquarters
Whether the company is registered and operating in Europe.
02
Production and craftsmanship
Where in Europe the products are made, and how.
03
Values
The principles the company says it stands for.
04
Materials
What’s used and where it’s sourced.
05
Sustainability
Practices, commitments, and any certifications held.
06
Transparency
How openly the brand discloses production, sourcing, and pricing on its own pages.
07
Social media
What the brand’s public channels reveal beyond its website.
26.07.2026Opinion
The most-quoted lifespan figure was an assumption, the EU's own scientists admit there is no agreed way to measure garment life, and the number shoppers actually use, price, predicts nothing. On the benchmark fashion never set.
Read more: How long should clothes last? Nobody agrees, and that is the problem
26.07.2026Insights
The care label gives you a safe minimum. Here is how to do better, starting with what a garment is made of and how it is built.
Read more: How to care for clothes so they last
19.07.2026Stories
A pair of work shoes I couldn't find in Munich turned into a list, then a platform. The story of why European Craftsmanship exists and who it is for.
Read more: Why I founded European Craftsmanship
16.07.2026Insights
Slow, fast, and ultra-fast fashion are three business models. Here is what sets them apart, and how to spot which one a brand follows.
Read more: Slow, fast, and ultra-fast fashion: what they are and how to spot them
