The World doesn't need more Fashion brands.
So Why did we start one?

Because the fashion industry needs to change. Not in the future but now. For the planet. For the people working in the fashion chain. And for you,
to be able to truly enjoy fashion, now and in the future.

We want to accelerate the actual implementation of circular fashion solutions. By just doing it. 

And so we are doing everything we can to – eliminate waste – restore respect for craftsmanship 
– bring back the love  for fashion.

offering you easy access to a consciously and fairly made selection of wardrobe favourites to look good and wear with pride.

Our History

After starting their careers in the traditional fashion industry, Charlotte van Waes and Marieke Vinck soon felt uncomfortable with the way things were done and knew there had to be better ways. They quit their jobs, defined what true fashion meant to them, and founded CharlieMary in 2009. A company on a heartfelt mission to take true fashion from niche to norm.

In 2009 Charlotte and Marieke opened the doors of their first sustainable concept store in The Pijp, in Amsterdam. To increase their impact, in 2012 they launched the first exclusively sustainable fashion agency in the Netherlands. They currently represent six of the most forward-thinking labels in the Benelux.

And in 2021 they launched their own label, working towards a fully circular fashion collection – implementing what they know that can be done in a circular manner – and researching and testing all the next steps forward towards a better fashion future. 

We are in it for the long run

With our season-less collections, we offer classic everyday pieces with a modern and relevant aesthetic. We make comfortable, timeless, high-quality garments that can be worn longer, passed on, and reused.

Before we even start designing, our garments have already lived a life.  And we only want to prolong that life. We’re in it for the long run. That’s why while designing we try to figure out the entire lifecycle of a piece of clothing; How will it be worn? Who might want to wear this? How will they take care of it? And how can we make sure the items can be easily reused or recycled?

We work with what there is

Why create more new materials when there is already so much out there? We make garments out of fabric that has already lived a life. We use ‘dead stock’ (leftover inventory from other fashion houses) and recycled yarns and turn these into new pieces of clothing. Because we work with what there is, a big part of our collection is limited edition. 

We value craftsmanship

We only work with Production partners that offer safe and pleasant working conditions to their employees. Where craftsmanship is rewarded with appreciation and a decent wage.

How we pack & ship

We avoid the use of plastics in our garments and try to do so in our entire business. That’s why we pack our garments in recyclable FSC paper instead of plastic bags. And since we aim for a maximum reduction of waste, our webshop orders arrive in a reusable and returnable Re-Pack delivery bag.

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