Colorful Standard makes minimalism look impossibly fresh. With its focus on exceptional quality and signature, hand-picked colours, the brand has managed to turn "understated" up to 11. Founded in Denmark in 2017, Colorful Standard has focused on uncomplicated, sustainably minded fashion since day one.

Browse our selection to find bright options for men and women, as well as unisex pieces. Colorful Standard hoodies, sweats and tees are made of organic, non-GM cotton. Comfy accessories, such as beanie hats and scarves, are knitted from super-soft recycled merino wool. All are available in several shades, ranging from smart neutrals to mellow pastels.

The Portuguese brand applies its practical philosophy to fashion, manufacturing and the planet. It creates timeless, long-lasting garments while respecting the environment and the workers who bring its pieces to life. This means ensuring fair wages, producing products responsibly and donating a portion of the brand's proceeds to good causes. So go on, wear that Colorful Standard T-shirt with pride.

As you might expect, many Colorful Standard pieces fall under our Project Earth for Nature initiative, thanks to the label's preference for organic materials and low-carbon manufacturing. Look out for the yellow banner – that's our stamp of approval.

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