WE FOUND IT STUDIO is the brainchild of Laurie and Jones from Toulouse, France. The brand started off as WE FOUND IT VINTAGE, a space to curate and share exceptional as well as timeless vintage garments but eventually evolved into its own line of made to order pieces from deadstock designer fabrics. We chatted to Jones and Laurie about their inspiration, fashion that exists already and what it...

Par Cielle is a hand-crochet brand founded in 2018 by Australian born, Paris based, Cielle Marchal. Influenced by a free and unique upbringing in the Australian and French nature, with a connection and respect for these surroundings that inspires the creation of items that integrate with the natural world. We chatted to Cielle about what influences her work and how to create intentionally. "I...

Last weekend we had our first PARO POP-UP; a sunny day filled with friends, good times and natural wine. Thanks to everyone who came through, and if you missed out, don't stress out, because we're already busy plotting the next one in July. If you can't wait that long, send us an email to whatsup@parostore.com to make an appointment to see the clothes IRL in our studio on Weesperstraat 103. And...

Swiss brand lola studio encourages you to slow down, become active, breath, meditate and dig deeper into what matters most. This is reflected in their way of creating through design, up-cycling, recycling and researching new ways to support activity and relaxation, with a low foot print on the planet. We chatted to founder, Susanne, about their roots in the beautiful Zurich, the evolution of s...

One of the questions we get asked the most is 'where should I donate my clothes?'.  Maybe you've been wondering about this too.  Most of us have things in our wardrobe we don't wear anymore, and we've heard there is a 'good' and a 'bad' way to get rid of them, but the rest... is a bit of a mystery. If you keep reading we will give some advice on donating clothes, and some recommended charities...

It's the week of Earth Day and Fashion Revolution week. The two campaigns ask us to acknowledge the interconnected rights of people and nature, and work together to not just stop, but to restore the damage being caused to the Earth. Things we should do all year round, with this being a good week to start.  FOR THE REST OF APRIL, WE ARE DONATING 20% OF OUR SALES TO SUPPORT THE OR FOUNDATION.The...

Last month we sat down with Lisa Goudsmit from Elle to talk about how to shop responsibly. If you want to read the original article in Dutch, you can find it here. For all the non-Dutch speakers we translated it down below. Buying sustainable fashion online: how do you become a critical shopper? FOR THOSE WHO NO LONGER SEE THE WOOD FOR ALL THE SUSTAINABLE TREES: WE ASKED TWO EXPERTS FOR ADVICE...

Harem London is an East London based clothing label founded by sisters Dee and Begum Ozturk. Heavily influenced by their Turkish heritage the label expresses experience of diverse identity with pieces that blend influences, fabrics and techniques from both countries and cultures. As we launch Harem London on PARO, we chatted to Dee and Begum about family ties, and how their heritage and sustai...

BACKTOBACK is a London based clothing brand designed to show the balance between raving and sustainability, community and unity. Inspired by music, art and nature BACKTOBACK combines graphic prints with sustainable materials that take you from day to night, from the street to the rave. We chatted with founders Athena and Brad about seasonless clothing, reconnecting to nature, and, of course, m...

With retail stores across the world still closed, shoppers are turning to online. Online sales are booming, expected to grow as much as 30% this year in Europe (State of Fashion 2021 Report, McKinsey & BoF). Online and social media has democratised fashion, offering emerging brands a platform to reach new people, albeit increasingly cluttered and more difficult to reach an audience without ...

“Closing the loop” is widely seen as the future of a more sustainable society. A closed loop system is one where products are designed, manufactured and used so as to circulate within society for as long as possible. In fashion this includes designing durable and biodegradable or recyclable clothing, re-using and reducing waste through repairs and customer take-back programs, and up-cycling ex...

New Order of Fashion is an Eindhoven based foundation helping to shift the dial on sustainability in fashion through talent and innovation. In an ambitious project that kicked off in 2020, they set out to turn the old, unworn clothes from Eindhoven’s residents into a completely new collection of items that would have new life. As we launch the first pieces from the collection on PARO we chatted...