Achilles and the Tortoise


Achilles and the Tortoise wants to show the world the true price of clothing and demonstrate that ethics can be associated with high-quality streetwear.

Our mission is to transform the clothing industry – because of its negative impact as a result of excessive pollution, unsold stock, gruesome working conditions – and at the same time enhance natural biodiversity. We have developed a new, regenerative business model: ‘The Rule of Thirds.’ The Rule of Thirds determines the price of a product using a clear formula: one third covers circular production costs, one third is invested in specific projects to restore biodiversity, and the last part is profit and reinvestment.

With this business model, we want to encourage other organizations to review their business operations and inspire them to strive towards an economic balance where they value economic profits, the wellbeing of people and nature conservation equally.