Our roots are in environmental activism, and we see the clothing brand as a tool to promote, protect and enhance the biodiversity of the Danube river. Clothing brand is business activism platform, and our intention is to create a new business model which is good for the people and good for the planet.

This will also mean a transformation of economical system from a linear model, which is degrading the environment, to circular system, a shift to a new economical paradigm.

That is why a tag line for the brand is “a thread that connects all”, just like the river is the thread that connects us. We want to play our part in transforming the textile industry, which has a massive negative impact on environment, to a business which nurtures the nature. We want to leave the river to future generations better that we found it.
That is what Friends of the Danube is about.

We are proud that we are inspired by Patagonia and it’s founder Yvon Chouinard.
They have transformed the business model and waved the way into highest environmental and social standards for the industry. We want to follow the footsteps.