Unique Coding System
Studies from e.g. Mitra Future Fashion show that the lifetime of our apparel has a major impact on carbon emissions and water waste. Therefore, we have introduced unique codes on every single piece of apparel. To help more people get use out of our garments, we are working on an online platform to resell worn, yet wearable and valuable AMOV pieces. At this platform by using the coding system on our garments, each customer can register their code online and receive full knowledge about production and previous ownerships of their particular garment. We wish to create a network and a movement of people who are willing to exchange used apparel. We believe that quality apparel over time will become even more valuable - as they will become representations of personal stories, destinations and experiences.
Every single AMOV piece is marked with a number that correlates with the AMOV-year of production. Our hope is that this generation identifier will help ensure longevity in our products and encourage people to reuse and enjoy their garment for as long as possible. The number is a sign of our belief that quality garments over time will become more valuable, as they become representations of personal experiences.