The Story of Basic Apparel

"The world doesn’t need more clothes, it needs better clothes.”

With this simple statement, Basic Apparel sums up what the brand has stood for since 2013. No excess, no fleeting trends – but clothing that is truly better: for the wearer, for the makers, and for the planet.

Born from a passion for timeless and responsible fashion, Basic Apparel creates designs made to be worn season after season. These are the pieces that become favorites in the wardrobe – the ones you reach for again and again because they feel right and continue to inspire. Garments to rely on, year after year. Because when people truly love something, they don’t throw it away. And in that way, both the consumer and the planet win.

Inspired by Nature

Basic Apparel’s inspiration comes from the stunning Nordic nature. Its rugged landscapes and quiet beauty are a constant reminder of what must be protected. That is why the brand carefully chooses responsibly produced materials. They love fashion – but not at the cost of people or the environment.

Fair Production

Most of the collection is produced at a family-owned manufacturer in Turkey, ensuring both high quality and a smaller CO₂ footprint. The factory can document safe and fair working conditions, and the Basic Apparel team visits regularly to follow up and maintain strong relationships. Because no one can truly feel good in clothes made under inhumane circumstances.

Who They Are

Basic Apparel was founded in Denmark in 2013 by Camilla Balle and a passionate team of like-minded people. What unites them is a love for timeless design and the belief that fashion can make the world a better place. With every collection, they aim to spread positive energy – “good vibes” translated into durable and sustainable designs.

Their Journey

Today, Basic Apparel is proudly represented in Denmark, Norway, Sweden, Iceland, Greenland, the Netherlands, Belgium, Germany, Switzerland, Austria, France, and England. A growing community of people who believe in clothing that is not only beautiful, but also honest and sustainable.

Basic Apparel is for everyone who values less but better clothing – and who wants to be part of a world where fashion and responsibility go hand in hand.