OUR RESPONSIBILITY
Freedom, authenticity, and responsibility are core values that guide everything we do at Reell. Sometimes, we take unconventional paths to stay true to these values and fulfil our responsibilities as a brand. One example of this is the opening of Green Village, which was a milestone for us. Green Village is a textile factory in northern Pakistan founded by our CEO, Ben Klaassen, and his business partner, Muhammad Nawaz. As such, the factory has a direct connection to Reell.
CHOICE OF MATERIAL
Our durable clothes are designed to be your favourites while offering reasonable prices. Over the last seasons, we’ve added organic fabrics where possible, aiming to become more sustainable. Instead of a sudden shift towards an all-organic collection, we decided to get there step by step to ensure a persistent transition for our partners and us while keeping the prices affordable for our customers. After all, high quality, design, and production standards remain our priority and are continually improved.
For example, we use Jacron labels and trimmings from wood pulp cellulose and artificial leather for our denim applications. These vegan alternatives are similar in look and feel to genuine leather. In contrast, our belts and wallets are still made from leather to guarantee longevity.
PARTNERS AT EYE LEVEL
We produce in small batches in Pakistan, Turkey, and Vietnam to avoid overproduction. Our suppliers and producers have been our trusted partners for many years and it’s important to us that they use modern techniques and provide fair working conditions for their employees. Not only is the Reell executive management in constant dialogue with them throughout the year. Our CEO, Ben Klaassen, regularly visits our suppliers to ensure continuous process improvement.
A significant supplier for Reell is the “Green Village” garment factory in Pakistan, located in the rural area of Koil. This plant, founded by our CEO and his business partner Muhammad Nawaz, has produced our top collection for the last few years and will also start the production of pants from 2025 on.
MANAGING RESOURCES
From the first digital sketch to store availability, our products go through several steps, all based at our headquarters except for production. We treat our products with the same respect we show each other: every returned item is checked and put back into stock if in perfect condition. This process is more time-consuming, but we don’t dump flawless returns. Similarly, reclaimed products with minor flaws but intact in their function are donated, along with old stock, to foundations we support. We believe in the quality of our clothes, and even those with small imperfections shouldn’t go to waste.
SMALL STEPS, BUT LONG TERM
We are not yet in a position to call our company sustainable, but our core values, such as authenticity and responsibility, and our goals build the criteria for how we operate at Reell. We aim to provide access to high-quality textiles for everyone in our community, while keeping it easy and calm. In the meantime, we approach the topic of sustainability as a steady work in progress, improving our work step by step.