The Regular T-Shirt - Blue

Why We’ve Chosen a Low Mark-Up

When we talk about "traditional retail price," we refer to what a product of similar materials and quality would cost from conventional brands. At Durable Journey, we’ve reimagined how to structure our supply chain—from the flat plains of Uruguay to the finished product at your doorstep—to make high-quality clothing more accessible.

Our mission is to create products at the highest level while ensuring fair pay for everyone involved in the process. However, this level of craftsmanship naturally comes with a high production cost. That’s why we’ve chosen a different approach to mark-up compared to the traditional fashion industry.

For example, when you purchase a Globe Boxfit T-Shirt for 580 kr., its production cost is 263 kr., resulting in a mark-up of 2.2x. In contrast, the standard mark-up in the fashion industry is 4-8x. This means we carefully consider every step in our cost base to ensure efficiency without compromising quality.

In the end, our goal is simple: to craft exceptional products and offer them at a fair price, so more people can enjoy the comfort and durability of premium merino wool. Because we believe everyone deserves access to high-quality essentials.