BRANDBOOK by Soft Rebels

BRANDBOOK

Why the name? Because we embrace the mix of femininity and attitude and the contradictory side of the women we admire.

CONTENT ABOUT THE BRAND

OUR BRAND DNA

MISSION & VISION

SUSTAINABILITY

NOOS PROGRAM

COLLECTION OVERVIEW & EXPRESS

ASSORTMENT & PRICES

ONLINE B2B

ONLINE B2C

SHOP IN SHOP

SOCIAL MEDIA

CONTACT

Spring ’22 campaign

ABOUT THE BRAND Soft Rebels started in Denmark when we as a group of creatives realised that we had a shared dream - to build a clothing brand that was as sustainable as it was stylish. Looking at our varied talents, we realised that our different abilities complimented each other and so by working together we created the brand Soft Rebels. Why the name? Because we embrace the mix of femininity and attitude and the contradictory side of the women we admire. It’s all about celebrating personality, diversity and individuality! Behind the fun we try to minimise our impact on the environment and work fully focused on sustainability in all aspects - something we call ‘ECOsistible’ - we take that part of our work very seriously.

Autumn ’21 campaign

Simplicity.

Life is complicated enough without making your wardrobe difficult! Easy, stylish and made from premium, sustainable materials, our clothes are a mix of modern essentials and durable classics.

Versatility.

Our clothes are designed and made to last more than just one season - you’ll find you bring them out year after year and wear them in a different way and in different combinations. Mix and match things to reflect your own personality - it’s the essence of versatility!

Attitude.

Soft Rebels are all about femininity with a rebellious edge and we believe our customers have the same attitude. The contradiction between the two is what makes us all both interesting and powerful.

Integrity.

Fashion is fun but making it with respect for the planet, our workers and our customers are central to everything we do. We might not be perfect yet, but we are positive that together we will succeed.

OUR BRAND DNA Simplicity, versatility, attitude and integrity - these are the principles that run through everything we do at Soft Rebels and makes us into who we are. We aim to produce affordable, wearable and stylish clothes that become the backbone of your wardrobe - modern classics that still reflect the times in which we live and the trends that surround us. We want our customers to reflect their own strong personality by wearing our collection in their own way. We have key signature silhouettes that, each season, are updated in premium fabrics and with fun yet functional details giving our customers new variations that they can style as they desire. Individuality is key. Sustainability is at the very core of what we do. And we strongly believe that just because something is good for the planet, it doesn’t have to be boring. Our clothes capture the imagination and are a delight to touch and wear but never at the expense of the planet. To help highlight this, we have registered the name ECOsistible to bring together two things that are so important to what we do – ECO-friendly and irresistible.

OUR MISSION With our mix of femininity and attitude, we aim to inspire women to try something new and express their individuality. Bringing together sustainability, quality and price, we provide a stylish and responsible wardrobe for all women.

OUR VISION Our vision is to empower women whilst doing everything we can to put our planet first.

Autumn ’21 campaign

ECOsistible

sustainability Despite working in an industry that has a poor reputation when it comes to environmental impact, we have strived to be a sustainable company and the desire to make beautiful products that don’t harm the planet runs through our veins. We are GOTS certified and that way of thinking permeats every thing we do – from selecting sustainable materials and designing clothes that last for more than one season to our everyday life in the office where we recycle, use energy-saving lighting and even make sure the milk I our coffee is organic. Our passion for being sustainable matches our desire to make beautiful clothes and we are optimistic that together we can make a difference. To help highlight this, we have registered the name ECOsistible to bring together two things that are so important to what we do - ECO-friendly and irresistible. We only work with our own or certified factories which allows us to be completely transparant about the whole value chain and offer full traceability for every ECOsistible product. This also gives us the opportunity to safeguard the wellbeing of workers and other people who help in our production. But it’s not only about that. We wish to inspire our customers to buy with a conscience and dress with both heart and mind. That is the essence of ECOsistible. To create our ECOsistible clothing, we use many alluring, high quality materials that have textural appeal but also pass our criteria for sustainability. Our price points remain unchanged - surely everyone should have the opportunity to make environmentally aware choices! At present, an average of 65% of our regular collection and 100% of our NOOS program is made from sustainable materials but as we continue to search for new methods and fabrics, this will only improve. We are getting better every day! Sustainable and style is what defines us. We want to make it easy for our customers to find designs that tick both boxes, so we use the extra ECOsistible hangtag. Any garment that has this tag is guaranteed to be made from sustainable materials and produced with the least possible impact on the environment.

GOTS

stands for the Global Organic Textile Standard. It is the world’s leading processing standard for textiles made from organic fibres and a real seal of approval. GOTS license nr.: 237883

CERTIFIED PRODUCTION UNITS

means that all our production facilities are BSCI or SA8000® certified. This guarantees full compliance with leading social standard for everyone involved in the production.

Lenzing™Ecovero™

is a sustainable viscose fibre. It is produced from certified renewable wood sources by using a responsible process that meets the very highest sustainable standards. This method of manufacturing creates 50% lower emissions and water impact than the production of generic viscose. The fibres have been certified with the EU Ecolabel that guarantees the highest standards throughout the whole fabrication process, including workers’ rights.

Lenzing™ Modal

is a fabric produced using innovative and sustainable Edelweiss technology. The fabric is entirely carbon neutral and has the added advantage of having a very soft touch.

Tencel Lyocell

is a natural cellulose fibre made from renewable raw wood, created by photosynthesis. It is a so-called ‘closed loop’ production system that transforms the wood pulp into fibres in a very efficient way that has minimal environmental impact.

Recycled Polyester

is the only choice for us when it comes to polyester as it is made from recycled PET plastic. We use FENC®TOPGREEN® recycled fibres made from old plastic bottles which are ground up, washed, melted, re-polymerized and then spun and textured into yarn.

We wish to inspire our customers to buy with a conscience and dress with both heart and mind Follow our sustainable journey #ECOsistible

NOOS ’22 campaign

NOOS PROGRAM BASIC ESSENTIALS

Everyone needs a few basic classics in their wardrobe - things that can work season after season, mixed with new finds to create your own personal style. Soft Rebels makes sure that these favorites are sustainably produced in great fabrics and will stand the test of time. Our basic essentials are therefore 100% ECOsistible!

Available across all product groups, our NOOS concept has a lot of great features: •

It offers high stock turnover but we bear the risk and the cost. We hold it in stock so you don’t have to worry

•

It gives you a higher gross margin

•

It is available to order 24/7 through our B2B platform

•

We have a wide assortment of sizes and colours

•

There are more than 50 different options

• It offers a sustainable product that has a reduced impact on the environment

COLLECTION OVERVIEW 6 yearly main collections

COLLECTION

SALES

delivery JAN

PRE SPRING

may - june

SPRING

jul - sep

SUMMER

sep - oct

PRE AUTUMN

nov - jan

AUTUMN

jan - mar

WINTER

mar - may

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

EXPRESS With 10 yearly express drops we ensure that we are always relevant with the latest trends and follow ups on best-sold items.

OCT

NOV

DEC

Spring ’22 campaign

assortments Free assortments with a minimum of 6 pcs. pr. style.

SIZE RANGE: XS-XL Size XXL is available in selected styles.

Price level Tops / t-shirt

€ 24,95 - 49,95

Shirts / blouses

€ 39,95 - 99,95

skirts

€ 39,95 - 99,95

knits

€ 39,95 - 99,95

pants

€ 59,95 - 99,95

dresses

€ 59,95 - 149,95

outerwear

€ 99,95 - 249,95

ONLINE B2B Businesses and partners can order online using our B2B platform. It’s a fast and simple online store that offers easy access to the whole Soft Rebels collection.

Convenience Shop when you want - our B2B is open 24/7!

100% Transparency Our stock levels are updated minute by minute so you know exactly what is on offer.

FAST DELIVERY Our speedy deliveries mean that you can reorder regularly, creating a healthy cash flow and a better turnover of stock.

ONLINE B2C Our online store and website is our front window to our customers. Here we tell the full story of our brand, show new arrivals and give inspiration to the modern woman. It also gives us valuable data about who our end customer is which helps us in further developing our brand. Find us on www.soft-rebels.com

Autumn ’21 campaign

shop in shop We are very proud to be adding another part to our Soft Rebels universe our new Shop in Shop solution. Our universe is customized with our own interior in true Soft Rebels style with a full package from oak tables and stylish racks to carpets and handmade, local vases - minimalistic and classic yet with a hint of playful. We are excited about the opportunity to share our universe as a shop in shop solution, and the journey has just begun.

SOCIAL MEDIA Social media is key for us to build relationships, communicate and share what inspires us at Soft Rebels - and we would love for you to use our campaign images and share your Soft Rebels looks on social media. You can find all images on our B2B platform, and when you use our images, please use some of our favorite hashtags #softrebels #ecosistible

email US

@softrebels

support@soft-rebels.com

#SOFTREBELS

Autumn ’21 campaign

CONTACT SOFT REBELS HEAD OFFICE Mosevej 20A 8240 Risskov Denmark support@soft-rebels.com +45 86 55 12 76

INTERNATIONAL SALES MANAGER Søren Kirstein Glenvad Nielsen soeren@soft-rebels.com +45 53 86 50 55

SHOW US YOUR LOOK

#SOFTREBELS