HOW TO CHANGE A RUNNING SYSTEM
Fashion shapes our world—but at what cost?
Behind every piece of clothing lies a system of exploitation and environmental harm. A system that threatens both people and the planet—a system that still isn’t changing fast enough.
The problem is clear, but the solution doesn’t have to mean sacrifice. Change starts with awareness, with asking the right questions, and with rethinking the way we engage with fashion. By making the hidden impacts visible and breaking down complexity into clear, accessible messages, we empower people to understand their role—and their power to create change.
Because fashion isn’t just what we wear. It’s a reflection of our values, our choices, and the future we want to build.
THE STORY SO FAR
frank. was born from the desire to do more than just talk about change—we want to make it tangible. Fashion’s problems aren’t hidden by accident; they’re buried beneath supply chains designed for profit over people. When information is kept out of reach, how can we expect individuals to make better choices? We don’t blame people for what they don’t know—we make sure they know.
That’s why frank. looks like a clothing brand, but isn’t one. We camouflage ourselves within the industry to challenge it from within. Through bold statements, thought-provoking campaigns, and accessible storytelling, we make sustainability impossible to ignore—without exclusivity, without clichés, and without pointing fingers.
Because sustainability isn’t a privilege. It’s a responsibility we all share. And the more people understand the impact of fashion, the more they can become part of the solution.
don't just wear it – question it.
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don't just wear it – question it. *
Look closer. Unlearn what you know and wear your values.
We envision a world where fashion is more than just consumption—it’s consciousness, creativity, and change. At frank., we challenge the status quo by sparking conversations, disrupting narratives, and making sustainable alternatives visible and accessible.
Through bold statements, thought-provoking campaigns, and interactive formats, we empower people to rethink fashion—not just as a product, but as a reflection of values and a catalyst for transformation.
VISION
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Change can only happen where the mind strives towards it. Only who is willing to understand that the impact of each individual can bring change can see the value of acting responsibly - and the privilege that comes with it.
LYNN JOANA
FOUNDER
FROM THE BLOG
This platform shares the hidden realities of fast fashion and how it shapes both our present and our future.
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Eco-Certifications – What’s the Real Deal?
There are labels sewn into our clothes, which - as is so often the case - are carelessly cut out (or not).
However, it's worth taking a closer look when buying to see if there are any certificates that prove that my clothes meet a certain sustainability standard. Each certificate covers different aspects of sustainability.
Let's take a closer look.
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![Fast fashion – ways consumers can make a difference]()
Fast fashion – ways consumers can make a difference
In the next blog post, we'll be looking at what we as consumers can do to make a difference in the world of fast fashion.
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![What's the environmental impact of fast fashion?]()
What's the environmental impact of fast fashion?
Fast fashion is a big issue at the moment. Lots of people say that the textile industry is damaging the environment and contributing to climate change. But what exactly is meant by this, and what does it mean? We'll give you the lowdown and show you what effects it has.
