AMOV Apparel was founded by Kasper Hilligsøe Eis, who's ambition was to create a brand concept which combine doing good with doing business. After having chased success for many years, the founder got inspired to find more meaning in work life while having balance between work and family life. The brand aims to become a pioneer of change in the fashion industry with it's unique concept of combining organic materials, a new recycling system and the principle of 'giving back'.
AMOV's name was inspired by the Albert Einstein's quote: "Try not to become a man of success, but rather A Man Of Value".
Besides the ambition to revolutionize the textile industry Kasper Eis' ambition is also that AMOV Apparel is able to create another value in society. This will be done through a series initiatives such as collaborations with famous musicians, which helps raise money for charity. Recently, AMOV Apparel cooperation with the Danish rapper Pharphar to raise money for refugees. Kasper Eis has also made it possible for users of their platform to donate either quarter, half or full percentage of their resale to the charity of their choice. They promise to raise 1$ for 'good causes' every time they earn 1$. On the other hand, AMOV also aims to become a profitable company where its focus is to minimise their negative impact while enabling as many positive impact as possible.
On the company's tag line: "The Quest for Balance" describes how AMOV aim to find balance in getting an giving and in doing business while minimising harm.
Even though AMOV is still a relatively small company, their ambition and hopes are big. Thriving to become pioneers of change in the fashion industry as a responsible and sustainable brand. During a " green catwalk" event i attended last year, i had the chance to have a quick chat with the founder and decided to purchase a t-shirt to show my support for the brands's initiative. I am truly happy with the t-shirt i have bought not only because it is a design product made from high quality organic cotton but because of its most responsible production and concept behind.
AMOV also has created a 'generation identifiers' - a network and movement of people who are willing to exchange used apparel. This means that the items over time will become even more valuable as they represent more stories, users, destinations and experiences. They also hope that over time, the value of old items will increase and be embraced which i personally believe is a good thing. I find it attractive that the brand also cares about the 'after life' of its products. It is not realistic that all company can become sustainable over night but initiatives like the one's behind AMOV's brand are indeed truly appreciated and a huge step towards a more sustainable transition. As the company itself claims that the brand is not perfect but, they are rather proud of their starting point. AMOV's philosophy is to ensure a constant movement where information and transparency are clear and visual to their costumers.