Today we wanted to introduce to you about a Danish brand and their initiative.

(screenshot from CARCEL site:

CARCEL is a brand from Copenhagen, Denmark. They are a sustainable fashion brand where the clothes are made by women in prisons in Peru and Thailand.

The design is Scandinavian style and is designed to be worn for a long time without being aware of current trends. They are using local natural materials and ensuring responsible and sustainable production with 100% transparency in both the supply and production chains. Employees receive a fair salary and most products sell online using pre-orders to minimize waste.

This is a new business model that includes fair trade, transparency, sustainable materials and production.

It was also one of the highlight at Copenhagen Fashion Week in January of this year. Speaking of Fashion Week, it's common for brands to unveil their next season's products on the runway; CARCEL also secured show venues and invited celebrities such as editors. However, the models did not walk at all at the show, but  their statement was shown at the venue.

In both cases, videos of prisoners in Peru and Thailand making products were shown.


(from Carcel Instagram)


” Welcome to a new decade.

Welcome to the walk. 

What season is this?

How many seasons are there?

How many seasons do we have left?

We do not have the answer, but any answer is a response” 

After watching the video, all the visitors walked on the runway to highlight the problems of the fashion industry. 
(from Carcel Instagram)

“Today we opened Copenhagen Fashion Week without models and without clothes and asked everyone to take step up to the runway to change the industry together, abandon broken systems and create a new vision for fashion in society.  Thank you for walking with us.”

Their concepts and efforts are quite controversial, but they are definitely a new step and may be a good example for fashion to become more sustainable. Of course, it's good for these women to get skills and wages in prison. But what happens after they leave prison, for example? Can they keep working for the brand? Are they really getting paid properly in prison? There are many questions, but it is definitely a new model case.

What do you think?