New Brand: Colorful Standard

Just Add Colour

Text: Amber Grünhäuser

Colour is a tonic for most ailments. In the words of Wassily Kandinsky, »Colour is a power which directly influences the soul.« When the sky is grey and one’s mood falters, just add colour. Be amazed. It brightens the day and enlivens the spirit. Colour might just be the difference between surviving and thriving. In this crazy mixed-up world, it is worth a try. Danish brand Colorful Standard loves colour. It offers a spectrum of bold, vivid and muted tones to live by and thrive in. Leave the grey, black or white chronic behind and be transported to the markets of Marrakech and the depths of the galaxy through the brilliant hues found on Earth and throughout the cosmos.

Dedicated to simplicity and striking colour, Colorful Standard creates crisp, uncomplicated design classics for everyday pleasures. It excels in doing the basics supremely well with a range of men’s and women’s T-shirts, crewnecks, sweatpants, hoodies, zip hoodies, and unisex beanies and scarves. The Colorful Standard collection is not fussy or dependent on seasonal trends. It is complete with wardrobe essentials for every season in pure unadulterated colour to shine through the day.

The feel-good factor is phenomenal. It extends far beyond the powerful colour tonic to the brand’s ethics and practices. Colorful Standard garments are made using 100% organic cotton grown from non-genetically modified seeds, while accessories are made from 100% Italian Extra Fine Merino Wool. High quality, long-lasting materials ensure garments have a long lifespan and customers can »buy less but buy better« in line with the brand’s sustainability goals. All garments are made responsibly in Portugal, where workmanship is an art. Colorful Standard prides itself on the relationship it has built over the years with the skilled and hardworking individuals who work in its factory. It provides fair and humane working conditions and rights to its workers who work under European Labour Laws. Furthermore, orders are processed and shipped directly from the factory to the retailer/customer to cut out extra stops and reduce the carbon footprint. Transparency is the Colorful Standard working style, not a marketing slogan. With an open-door policy, Colorful Standard invites customers to stop by its factory in Barcelos, Portugal to experience the work in progress. The address is published on its homepage if one feels inclined.

Aside from a more sustainable product and fair production, Colorful Standard gives to good causes and invests in communities. The brand gives 5 % of proceeds to FC Masi Manimba, a youth football club in the Democratic Republic of Congo it helped to initiate some years ago with a bunch of footballs, cleats and a vision. Football, like colour, is a wonderful tonic. Beyond the benefits of sport, football has the power to unite a community in team spirit and encourage positive interactions between neighbouring communities. In collaboration with local communities and with the help of generous donations, Colorful Standard got the FC Masi Manimba football club up and running. More than a football club, FC Masi Manimba has morphed into an afterschool activity centre where young people between the ages of 6-25 gather to let off steam and come together in a hive of diverse activities. Naturally, FC Masi Manimba football jerseys are made in the Colorful Standard factory to the same high standards.

What is not to love?