Why Pehmea is so natural

It triggered us: most clothing is made from unsustainable resources. Do you buy those clothes new? Then that often means poor quality, more microplastics and having to buy more. That has to change. That's why it's time for Pehmea. A fair webshop where - if you buy then - you take in 100% natural clothing. Wear nature, not plastic.

Because it is so obvious

Take hiking, fishing and traveling, for example. We enjoy what nature has to offer us. From frightening mountains to frolicking animals. Then we find it logical that you use wool from a sheep for your clothes. The quality is so good, it seems made for it.

A lot of webshops are on the right track. But all too often we still see small print, full of disclaimers. Of course, no one is perfect. But if you don't compromise, all those asterisks are superfluous. We sell only 100% merino wool and are honest about what we do. You shouldn't just expect that from us. You should demand it. Always let us know if something could be better. At Pehmea, we tell the truth. Even ourselves. More should do that.

Time for a 100% honest shop

Fast fashion

Hip and happening: clothing brands that follow the latest trend today and already have the new clothes in the webshop tomorrow. As a result, you and we are going to buy a lot of cheap clothes that we only wear for a short time.

No new microplastics

It's very simple: wool is not plastic. Do you buy a product made of 100% merino wool? Then you are buying 0% new plastic. We say new, because plastic is already in everything. In the air, in you and in merino sheep.

No discounts

Hetzelfde kledingstuk twee maanden later ineens de helft goedkoper. Best gek! Zeker als je duurzaam wilt zijn. We hebben nog steeds hetzelfde merinowol, arbeid en tijd nodig. Korting is geen milieuvriendelijke trend.Pretty crazy! Especially if you want to be sustainable. We still need the same merino wool, labor and time. Discounting is not an eco-friendly trend.

Run out?
Make someone else happy

We hear you thinking: merino wool is biodegradable, right? True! But with the clothes you no longer need, you can make someone else very happy. Turn in your clothes at a store of [...]. Then it will end up at the Salvation Army. That's because they get a lot of clothes there. They mean well, but they can't do anything with it because of the quality. That is different with merino wool!