What if you could wear clothes for longer, wash them less and still look stylish? That’s exactly what LABFRESH does. What started as a Kickstarter project for a stain-resistant white shirt has grown into an international fashion brand that combines technology, style and sustainability.
“Basic, but better”
“We are actually a tech company in the guise of a fashion brand,” says Simon Barnwell, Head of E-Commerce & Operations. “Our motto is ‘Basics, but better’. It’s not just about trends, but about making everyday life easier and more beautiful. Wash less, wear more and ultimately buy less – that’s our goal.”
And LABFRESH takes that literally. They test materials you would never normally expect to find in clothing: banana leaves, recycled PET bottles, even oyster shells. The result? Clothes that are worn an average of 3.8 times between washes – with no odors or stains.
Consistently community-driven
All new products are funded and tested directly by the community. The fits were optimized based on 12,000 individual customer measurements. Even the flagship stores were created through the support of the grassroots: over 200 customers provided capital of 400,000 euros. This made their first campaign the most successful crowdfunding project in the history of the Dutch fashion industry.
In 2023, LABFRESH went one step further: More than 800 customers took a ten percent stake in the company. The entire investment goes directly into expansion – because that is exactly where LABFRESH’s focus lies.
Act globally, understand locally
LABFRESH is now active in 82 countries. “Our German customers do their homework very carefully,” says Simon. “This forces us to go far beyond a simple translation. We delve deeply into local customs, payment options and shipping partners. It’s about building a connection to the culture, not just the language.”
Logistics that keeps pace
International expansion offers enormous opportunities, but also brings with it logistical challenges. For LABFRESH, this became a crucial factor in 2024. “Every euro in the margin counts – especially because our products cost more to produce than ordinary basics,” explains Simon.
This is where fulfillment partner Monta came into play. “Monta feels like family. They work with us, not just for us. Problems are solved together, from returns logistics to technical integrations. This gives us security and control so that we can fully concentrate on growth and innovation.”
Fast deliveries, smooth returns and a worry-free customer journey make the difference. Customers not only receive first-class clothing, but also a perfect experience from the first click to unpacking.
Innovation as a driving force
The future? Ambitious. LABFRESH is expanding with a women’s collection, new flagship stores in European cities and innovative products that go beyond just fashion. Technology plays a key role here: AI supports efficient processes and intelligent e-commerce solutions. But the core remains sustainability: clothing that lasts longer, needs to be washed less often and is made from innovative, high-quality materials.
Thanks to Monta, LABFRESH can continue to innovate and expand internationally without logistics slowing down creativity. Fashion, technology and sustainability go hand in hand. LABFRESH proves that with a strong fulfillment partner behind you, you can change the fashion world sustainably.
“It’s about ensuring that our operational processes keep pace with our ambitions,” says Simon. “Monta makes that possible. They are part of the family, and you can feel that in every area.”