It began with a simple question: Why do we wear clothing that isn't good for our skin and harms our environment – through microplastics in the water and mountains of discarded clothes, largely made from polyester that biodegrades slowly or not at all?

When Jenne was looking for a fabric that was elegant, functional and kind to skin – and deliberately free from components containing microplastics – she finally found what she was looking for: our Soft Core Fabric. Soft, with TENCEL™ fibres tested for biodegradability, elegant and long-lasting.

That is how OH OH OM began – with the idea of creating fashion in harmony with nature.

According to Fashion Revolution Switzerland, a truckload of clothing ends up in landfill or is burned every second worldwide – around 92 million tonnes a year, most of it polyester.

We want to change that – with pieces that belong in cycles, not landfills.

Versatile to wear, made to last and deliberately designed without components containing microplastics. So that fashion is no longer part of the problem, but part of the solution.

For people who want to wear fashion that takes responsibility.

Fashion means the most when it does more than dress you – when it gives you strength.

A while ago, a customer wrote to us. She told us she wore our clothing during radiotherapy – because it felt good against her skin, was comfortable and helped her feel at ease. But what touched her most was something else: she received compliments. At a time when she was learning to feel at home in her body again, that gave her a sense of strength.

Her message showed us what fashion can truly mean. Not just fabric against skin. But the feeling of being close to yourself again.

Our vision is to create clothing that supports you in feeling comfortable, confident and free. Pieces that carry you through every stage of life, quiet yet powerful.

Fashion that gives you strength – inside and out. And changes more than you can see.

Designed for your conscious life – and for nature's cycles.

Circularity isn't a destination, but a journey.

Most of our collection uses materials with verified biodegradability. On every product page, we show you exactly where things stand on biodegradability – and where there are exceptions, such as bra pads.

We take our lead from the Cradle to Cradle approach:

materials that can circulate in biological cycles without leaving residues behind.

We deliberately avoid components containing microplastics. And wherever possible, we choose fabrics that breathe, live – and can eventually return to nature.

The result? Clothing that moves with you through everyday life, studio sessions and travel – soft against your skin, expressive in its look and good to wear.

To feel good – today and tomorrow.