Popupshop puts comfort centre stage for its target audience, which ranges from babies and children (their original focus) over teenagers to adult men and women. The timeless minimalist basics the brand designs are not only easy to mix and match; they’re also high-quality and sustainable. And Popupshop has the certificates to prove it. All of its garments are Fairtrade, SA 8000 and GOTS certified.

Among the natural materials that Popupshop prefers are premium-quality organic cotton, Tencel® and bamboo. The label tries to steer clear of synthetic fabrics, but when it does use them, it makes sure they’re overstock fabrics. The Danish brand’s swimwear collection, for instance, is made from a mix of recycled materials like polyester and lycra that protect the wearer against UV rays.