Colorful Standard clothing

Colorful Standard is a Danish sustainable fashion brand founded in 2017 by entrepreneur Tue Deleuran. The brand focuses on timeless wardrobe essentials—such as t-shirts, hoodies, and knitwear—made from environmentally friendly materials including 100% organic cotton and recycled merino wool. A key differentiator for the brand is its "never-on-sale" policy and its massive palette of over 50 specific colors.

Unlike many fashion companies that outsource production to third parties, Colorful Standard operates its own in-house manufacturing facility, RTG Textiles, located in Barcelos, Portugal. This vertical integration allows the brand to maintain full transparency and control over labor conditions and high ethical standards. In early 2023, the brand underwent a significant ownership shift when founder Tue Deleuran sold a 49% stake in the company to the ABN AMRO Sustainable Impact Fund (SIF), based in the Netherlands. This partnership was established to fuel the brand's international expansion while staying committed to its core values of circularity and responsible production.