denim permanent

Founded in 2018 in Amsterdam by Iris van Melsen and Ben van Brummelen, Permanent is a sustainable fashion brand that operates at the intersection of streetwear and environmental activism. Born out of a frustration with the fashion industry's ecological impact, the brand bypasses industrial shortcuts in favor of artisanal craft and radical transparency. Permanent is known for its unisex, utilitarian silhouettes—such as basic tees, sweatshirts, and tailored trousers—that serve as a canvas for its eco-conscious message.

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