Sustainability Statement

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At Counter Culture, we're committed to building a brand with integrity — that means creating clothing with transparency, and striving for high standards in both sustainability and ethical practices.

Our Promise: Honesty

We believe transparency isn't just a buzzword — it's a responsibility. That’s why we want to be upfront about how our products are made, what we know, and just as importantly, what we don’t know yet.

The Dream

Our long-term vision is bold: we want full ownership of a transparent supply chain — from fabric to finished garment. That means cutting and sewing everything ourselves or working directly with partners who can do that under fair, transparent conditions. But to get there, we need both significant demand and a much bigger budget. We're not at that stage yet — but we're moving toward it.

The Next Step

Before reaching full ownership, our next goal is to partner with a supplier who offers transparent production and allows us to choose specific cuts and styles. This step requires a minimum of 50 units per garment, which is a milestone we're working toward.

What We're Doing Now

While we grow, we’ve had to get creative. We refuse to compromise on the fit, style, and values that define Counter Culture. So here’s how we’re making it work right now:

1. Print-on-Demand

We use print-on-demand, which means garments are only printed after they're ordered. This eliminates overproduction and reduces waste — no unsold stock, no landfill.

2. Responsible Suppliers

Most of our t-shirts and hoodies come from the same supplier, who offers:

• Sustainable washing and dyeing techniques

• Biodegradable printing inks

• A commitment to ethical labour and environmental practices (though not yet fully transparent in these claims)

• Certifications including:

  • Eco Passport

  • Innobella Textile

  • CPSIA Compliant

  • CFCC & PEFC

  • Global Organic Textile Standard (GOTS)

What We Can’t Yet Promise

• Our main supplier is working towards using fully ethical materials, but isn’t there yet.

• Products are printed and shipped from China. We currently can’t guarantee carbon offsetting for the shipping process.

• We don’t yet have full transparency from seed to garment — but that’s the goal.

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We're not where we want to be — yet. But we're building toward it. As we grow, we’re committed to upgrading our practices, step by step, without compromising the culture we stand for.

Thanks for being part of the journey.