Why buy European instead of Asian/American?

Because your money stays in Europe: jobs, taxes, skills and innovation. European production means on average 70% lower CO₂ transport emissions, strict labour laws, and clothing built to last 10–20 years instead of 10 washes. One good European piece usually outlives an entire fast-fashion wardrobe. For more details please read the McLinsey report. This is specifically on the fashion industry.

How do you verify that a brand is really made in Europe?

We only accept brands with ≥90% production on the European continent (EU + UK + Norway + Switzerland + Balkans, etc.). We check their official factory lists, transparency reports and sustainability pages ourselves – never trust marketing slogans alone. We also do occasional factory visits.

Aren’t European brands always more expensive?

No. You pay €129 once for a pullover that lasts 10 winters instead of €25 ten times for pieces that pill or tear after one season. Cost-per-wear is usually lower. And because transport distances are short, the price difference is shrinking every year. When it comes to outdoor gear – European made gear stands well to similar prices gear from other continents.

Is every European brand automatically sustainable?

No – that’s why we give 1–5 stars based on the Brundtland definition. A five-star brand meets today’s needs without compromising future generations. This definotion is one of the earliest definitions of sustainability, but still stands today. On some of our older blogs you will not find the 1-5 stars. We also realise this is quite subjective as we do not do intensive research on the matter.

I know a great 100% European brand – can I suggest it?

Absolutely! Just contact us – we read every single message and the best ones get featured sooner (with credit to you or your company).

Is your list of European brands complete?

Not even close – and that’s the exciting part.
We already have 200+ outdoor brands and an even longer list of casual makers in the pipeline. We research every single one by hand before featuring – quality over quantity.

Seen a gem we’re missing? Send it to made@ineurope.eu and we’ll fast-track it.