After our Kickstarter campaign you can find more information about 220g here!
The vision of 220g is to build a conscious wardrobe foundation. Classic staples both men and women need in their closets, fairly produced from organic cotton with a zero-waste aspiration. Garments that will never date and will always be there for you. Clothes you can buy with a peace of mind, trusting the brand to think and act sustainable - always.
We are starting with the key wardrobe item: the white T-shirt. Likely, the most worn item in anyone's wardrobe.
220g produces three staple T-shirt models: Lake #1, Sea #1 and Wave #1.
Label & Packaging
We also have suppliers secured for the production of the 220g Label and Packaging. 220g T-shirts will come in a recycled paper envelopes - without any unnecessary plastic packaging inside.
The material we use to produce our products is carefully sourced Organic Cotton, which is certified under GOTS standard. The organic cotton yarn arrives from Turkey to Lithuania, where we knit it into a heavyweight 255 grams per square meter single jersey knit fabric.
This is a strong organic fabric, which gives the desired characteristics, such as shape-keeping, durability and comfortable feeling.
GOTS standard is recognised as the world's leading processing standard for textiles made from organic fibres. It defines high-level environmental criteria along the entire organic textiles supply chain and requires compliance with social criteria as well - for example waste water treatment.
Our factory partner is located in Lithuania. Finding the right partner has been an essential step of building 220g. Our partners have a long history of focusing on highly automated processes and high quality materials. We have been working very closely for the past six months to work through the various iterations of material and design choices, in order to create the best T-shirt you can find.
Our factory partner in Lithuania meets quality standards, including ISO 14001 and ISO 9001. It is also part of a fairness and transparency standard called "The White Wave", which curates the criteria for companies, which pay fair wages, create transparency within their organisations and care about the social impact their enterprises are making.
220g vision is to create timeless clothing, which comes in permanent collections that will always be there for you and never out of season.
It does not mean though that we will not keep innovating past the fist batch that we will be giving to our backers. On the contrary, the T-shirts will be constantly improved like your favourite software product. As we discover more aspects of what creates the perfect T-shirt, and also gather more customer feedback, we will make material and design iterations on our products. Therefore Lake#1 will become Lake#2, Sea#1 -> Sea#2 and Wave #1 -> Wave #2 in the near future. However, the core aspects of the fit will stay there, so you can feel confident that your favourite 220g Tee is there when you need it!
Recycling is an important aspect of 220g. Our aim is to build a waste minimising production loop, which gives our users a peace of mind about the impact that their clothing makes post-wear.
We don't want our customers to throw away 220g T-shirts after wearing them - we want them to return them to us so we can add them to our collection process and control the recycling of the items.
Our recycling partner in Spain will be helping us to deliver on this promise. The partner will recycle our 220g post-wear clothing, blend it together with the new virgin cotton and produce new cotton yarn, which 220g then will be using to knit new fabric and produce new 220g clothing. Unfortunately the current stage of recycling technologies does not allow a new yarn to be produced 100% from recycled clothing yet, as the fibers are not durable enough post-wear - that's why virgin cotton is still involved. Nevertheless, this will already reduce the waste impact that the worn-off clothing would create otherwise.
Due the the economics involved, we will be gathering a critical amount of post-wear 220g T-shirts, and then shipping them in for recycling. Therefore there will be a certain timeline between the moment our customers will receive the 220g T-shirts into their hands, and the moment, the first recycled cotton T-shirts will be available on 220g.
We have created a variety of pledges that should speak for different use cases on your backers side. We hope you find the one that fits your needs!
Two tech fanatics that met in Milan and shared the feeling of being overwhelmed with the amount of fashion in the world.
Brought together by this love of simplicity and entrepreneurship, both moved to Berlin to fully embrace the startup scene: Milda started working in venture capital and Felicitas worked for one of the fastest growing direct-to-consumer brands.
Milda has previously focused on early stage tech investing at Earlybird Venture Capital in Berlin. During her studies she spent her time on economics and business at Luigi Bocconi University in Milan, University of California, Berkeley, and Utrecht University.
Felicitas has previously focused on business development and marketing at Casper in Berlin. In her studies she specialised in marketing management at Luigi Bocconi University in Milan and Copenhagen Business School. During her studies she gained first start-up experience by co-founding a recruiting company called TalentSpace.
Being truly international citizens Milda now runs 220g out of Vilnius, Lithuania, and Felicitas out of London, UK, pursuing their mission to do more, own less and spend time on the things and people that truly matter.
Risks and challenges
The last months have been full of learning. What started with the dream of creating the perfect white t-shirt evolved into an idea of transforming the current standard of clothing cycle. Our products differ because of their organic materials, fair production and because we're trying to close the production cycle and recycle all the clothes we produce. We're building a zero-waste inspired production.
We have strong collaboration ties with our partners and are very confident that our project will deliver on what we are promising, but of course we understand and acknowledge that no project comes without risks and challenges. Despite our planning, there are circumstances that may be out of our control. In the end we are adding an increasing complexity to our supply chain due to the recycling aspect. We are not only very dependent on our cotton providers and factories, we are also very dependent on our customers to help us close the cycle and send the used clothes back to us.
Whatever issue we will be facing, there's one thing we can promise since it's deeply based in our values: To be transparent and communicate about it.Learn about accountability on Kickstarter
- (30 days)