Colorful Standard Casual Wear from Denmark
Vibrant, enduring basics made in Portugal by a brand that owns its own factory — and is proud to show you around.
“Faced with the fashion industry’s flaws, we decided to grab the bull by the horns and set up our very own factory in Portugal — where the magic happens.”
Designed in Denmark • Made at RTG Textiles in Barcelos, Portugal • VISIT BRAND →
| Price | Sustainability | Availability |
|---|---|---|
| €€-€€€ | ★★★★ | Online + 1,000+ European retailers + 8 flagship stores |
(€ = budget | €€ = mid | €€€ = premium | €€€€ = luxe) (★★★★★ = heirloom + zero-waste preorder |
📍 We visited the RTG factory ourselves. Read our behind-the-scenes report here.
Most brands talk about ethics. Colorful Standard built a factory to prove it. Their garments are cut, stitched and only then dipped in colour — a deliberate production choice that reduces dye waste, pre-washes every piece, and means what arrives in your hands won’t shrink on its first wash. That’s not a marketing claim. It’s a process you can visit in person in Barcelos, Portugal — and we did exactly that.
Brand Intro
Colorful Standard was founded by Danish entrepreneur Tue Deleuran with a clear idea: make timeless basics that don’t cost the planet. The brand is based in Copenhagen, but production happens entirely at RTG Textiles — their own manufacturing centre in Barcelos, in the heart of Portugal’s textile region. Every supplier they use is within 50 kilometres of the factory, cutting transport and keeping quality tightly controlled. The result is a collection spanning 50+ colours, built around organic cotton, responsible dyes, and clothes meant to last.
Inspiring Story
Tue Deleuran didn’t arrive at fashion by accident. He had already spent years in the textile industry, building relationships with Portuguese craftspeople and understanding exactly how garments are made — and how corners are cut. When he launched Colorful Standard, he applied one hard-won lesson: if you want full control over quality and ethics, you have to own the process. So RTG Textiles was built from the ground up in Barcelos. The factory runs on precision laser cutting that wastes less fabric than conventional methods, and every scrap that remains is repurposed — turned into furniture filling rather than sent to landfill. Even the labels are FSC-certified. These are not afterthoughts. They are the system.
When we visited RTG Textiles ourselves, what struck us wasn’t the certifications on the wall. It was the atmosphere on the factory floor — modern equipment, real break areas, and a team that clearly knew they were part of something built to last. Read the full factory visit report here.
Who is this for?
You’ve grown tired of buying the same hoodie three times because the first two faded or shrunk. You want your wardrobe to be small but solid — pieces you reach for instinctively, in colours that still look right two years from now. You care where things are made, but you don’t want to spend your weekends researching supply chains. With Colorful Standard, someone already did that work — and built the factory to back it up.
| Made in Europe | ✅ Portugal — RTG Textiles, Barcelos (brand-owned factory) |
| Ownership | ✅ Private |
| Company size | Medium (50–250; rapid growth, international) |
| Durability | Designed for longevity – Pre-washed via garment-dyeing – Timeless cuts |
| Charity / Impact | Activity centre for children in Congo – Ecologi carbon offset partnership – FSC-certified packaging |
DISCLAIMER Sustainability score is subjective. InEurope.eu finds this crucial, but conducts no audits. Assessment based on publicly available information and brand feedback
This blog has been verified by the brand on the date it has been published.
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