About A New Story

A New Story is a Danish design company specializing in upcycled fashion, apparel and home décor – from coats and sweaters, string bags and computer sleeves, to decorative pillows and spreads – all made from leftover and deadstock materials. The brand offers a versatile product range for which they regularly cooperate with creative and innovative Danish designers, each bringing their own vision and expertise to an already vast portfolio.


With roots deeply grounded in the Nordic design tradition, A New Story’s design philosophy is to create simple, functional, and timeless fashion that women actually want to wear time and time again. Their guiding principle is to bring a minimalist aesthetic to all their designs and choose rich textures, beautiful colourways and refined details to add that unexpected touch to an otherwise classic silhouette.

Brand Ethos

A New Story is a visionary fashion brand that never compromises when it comes to the quality of the materials they use. This is why they only incorporate materials that meet strict standards of quality and aesthetics. The brand primarily uses deadstock, which is leftover fabric that would have otherwise been thrown away, and instead gives it a new purpose, a new design – A New Story to tell!

The comarché framework

Product lifecycle

Brand sustainability

A New Story are deeply passionate about sustainability and environmentalism and are driven by a desire to create change within the fashion and design industry. Rescuing fabrics, yarns and leathers from landfills instead of producing new materials is their contribution to reducing the depletion of raw materials and cutting back on pollution. Their entire clothing and accessory production takes place in a modern and environmentally conscious facility in Lithuania.


Reduce Waste by Upcycling Materials

Leftover inventory, known as deadstock, has long been a problem in the fashion industry. With many brands racing to churn out multiple lines every season, a sea of items remains unsold and meters of fabric unused. Often these are destined for landfill or incineration, which is a serious offender to the environment.


A New Story, however, deeply care about sustainability and believe that throwing out beautiful, high-quality materials is a meaningless waste of resources. They made it their mission to rescue leftover material from a trip to the landfill and decided instead to revitalize and breathe new life into them. In giving these unique materials another lifecycle through limited designs, A New Story strive to honour Mother Earth and create pieces that will last a lifetime.


The brand’s deadstock collection represents their enduring roots within the world of sustainability. They source deadstock fabrics from different manufacturers to create a line of classic and timeless coats, jackets, and stylish handbags and backpacks. These are all carefully crafted from high-quality deadstock (leftover wool, leather, polyester, etc.) that were originally meant for furniture. Furthermore, A New Story combine the use of deadstock fabrics with a zero-waste approach, by making sure to leave nothing behind and utilizing remaining scraps for small cosmetic bags, totes and other fun accessories.


Recycled Materials

A New Story also promote recycling through their collection of sweaters, vests and cardigans, which are exclusively made from recycled wool. Their knits are offered in a number of more sustainable solutions, from yarns produced out of industrial yarn waste, which is then mixed with pure Norwegian wool. The result is a durable 100 % wool blend that is made to last and be passed on. Recycling not only helps reduce textile waste but also saves energy by lowering the carbon footprint that would have been expanded in the production of new materials. Most of the yarns they use are kept in their natural colours, thus requiring no need for an artificial chemical dyeing process.


The Comarché Notes

Here's to clothes that don't take their toll on the planet! This is a brand that committed itself to bring us fashion made from excess waste. If it’s true what they say, what was once someone’s trash is now A New Story’s treasure – and hopefully yours as well.

Certifications, councils and pacts

The Brand does not work with any registered certifications. Neither on brand level nor in relation to one or more phases in the Product Life Cycle as depicted in the Comarche Framework.
See here for more information on the framework.

UN’s Sustainable Development Goals

The Brand does not work actively with the Sustainable Development Goals yet.
See all Sustainable Development Goals from the United Nations here.

Sustainable highlights on brand level

Product Lifecycle


The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.


        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.


          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.


            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.


              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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