A complete transparency
No professional models, no artificial lighting, no touch up or artifice. Our photos are as beautiful, natural, sincere, and authentic as our models. Thanks to our team for taking part 🙏
With your support, we are convinced that Comme Avant is much more than just a cosmetic company. A way of living which will lead us to new horizons.
We hope you will appreciate this new project, just as much as we do.
A t-shirt made in France
It is no secret that the textile industry is one of the world’s most polluting industry. The distances travelled to produce a t-shirt from start to finish are irrational and we still throw several million tones of clothes away each year.
The negative impact of this industry on the environment is huge and contributes massively to climate change.
Fast-fashion brands produce more collections than what we are able to wear. Prices are very attractive and push consumer to buy more, at the detriment of the quality and the product’s manufacturing conditions.
What if the solution was simply to slow down and replace ethic at the heart of our approach. To buy quality clothing that last throughout time, as universal and timeless in style as possible, going through seasons and years smoothly, without planned obsolescence.
A happy encounter
A random conversation led us to meet Lucille and discover her story.
An unexpected but happy news showed up and turned her world upside down. A rise of consciousness and her determination to offer the best to her child changed her priorities in life.
Sharing the same values, our paths as well as our professional and personal experiences matched naturally. Something clicked, just as it did with Nael: a child at the heart of an ecological transition.
After obtaining an arts degree and a textile design diploma, Lucille specialised in sewing and patterns. Over the years, she discovered the harsh truth about mainstream fashion : delocalised mass-production, poor qualities, and over-consumption.
This is the beginning of a glimpse of hope and a project, once again, against industriels and their mass-production.
Nothing superfluous, just the essentiel
Discover our ethical and eco-friendly t-shirts, made by hand in Marseille.
Clothes that match a philosophy of life. It is not a question of trend but a way of living.
We have dealt with each topic in depth. No greenwashing here. Rediscover quality clothing, reliable and sustainable.
By choosing our t-shirts, you are choosing a new lifestyle:
- Knowing a product, from its design to its manufacturing.
- Not falling into fast-fashion and entering a mindful consumption approach.
- Supporting French expertise and craft.
A handcrafted and sustainable production
The conception, the modeling, the making are done by hand in Marseille using traditional methods. Nothing is delocalised, we want to ensure a local and quality manufacturing. A maximum of ten t-shirts are made each day in our workshop.
You can appreciate the quality of our raw materials and Lucille’s and the teams’s expertise. With a grammage of 230g/m2, our linen is as strong as resistant.
Our t-shirts have been tested in a lab to ensure their quality. These are the tests which were conducted with success :
- Textile twisting after a wash
- Dimensional stability
- Fabric propensity during stretching on surface and bobbling
- Products toxicity (levels of formaldehyde and heavy metals)
- Resistance to tearing
- Dye stability on printed labels
Here are the results :
- After a wash with the recommended washing instructions, there is no significant change, slight bobbling, slight colour degradation.
- No textile twisting on the seams.
- After the first wash, the t-shirt shrinks on average of 5%.
- After a 48h washing machine test, the fabric presents a medium bobbling on the surface with no weakness in the fabric.
- No splitting or marks left by pressure.
- No presence of heavy metals.
A timeless t-shirt
Our t-shirt is well-cut and pleasant to wear. For you, your mum, your friend or your other half, it has been designed to be universal and transcend ages, trends, and seasons.
We offer two designs, one for men and one for women, available in two colours, natural non-dyed linen (beige) and whitewashed linen with hydrogen peroxide (off-white). Their designs are well-cut but rather wide in order to fit all morphologies, with sizes going from XS to XXL.
We use knitted linen, not woven linen as you might usually see. It is a softer fabric, slightly see-through.
A universal fashion
Our linen t-shirt is a basic and has a universal fitting. It wasn’t designed to meet conventional fashion standards but rather for it to live and to be confortable. This fabric will help you limit perspiration marks under the armpits and other places.
You can mix and match your t-shirt with all types of outfits, going from the most elegant to the most casual. Wear it on all occasion, it will become an essential component of your wardrobe.
Ladies, depending on your size and your style, you can opt for the men’s version if you prefer round collars and if you wish to have a more casual style. It is easy, just keep the size equivalence. If you are wearing a size S, choose a men’s S size.
Follow our size guide to choose your size
Please check our size guide in which we have put a lot of information to help you choose the right size to fit your morphology. All measurements are written in cm.
If you're hesitating between two sizes, we would recommend choosing the biggest size as during the first wash, linen shrink on average of 5%. For the women's t-shirt, if you're in between two sizes and you're looking for a more adjusted fit, we recommend choosing the smaller one.
In case of a size problem or a default, you simply need to contact our customer service team to receive a free return label and get a refund or an exchange.
Natural raw materials
Our t-shirt contains 90% organic GOTS-certifed linen jersey and 10% of organic GOTS-certified cotton for the finishing touches (collar, thread, label, and sleeves).
Our linen jersey is very soft as well as resistant and pleasant to wear. It is both insulating in the winter and breathable in summer.
Linen is the most eco-friendly, local, and natural fabric we found. It grows by itself needing nothing more than rain water.
There are two colours : natural linen (beige) and whitewashed linen with hydrogen peroxide (off-white), both are natural. By the way, small marks can appear on both designs. This is perfectly normal as we don’t use any chemical process to dye our t-shirts.
Linen jersey is a living fabric free of synthetic products. The fabric will live each moment, meaning it can shrink and loosen during your wash cycles, your activities, and your life.
Our t-shirt doesn’t contain any polyester, polyamide, viscose, acrylic, acetate, elastane, or any other products derived from petrochemicals. Even the men’s t-shirt’s round neck doesn’t contain any elastane (elastic), it is entirely made from linen. It doesn’t release any plastic micro-particles during a wash cycle and is neither harmful for those who manufacture it.
We don’t dump anything in oceans or rivers, and therefore avoid contaminating fauna or flora.
A TOTAL TRANSPARENCY
Let’s be honest and accurate on our raw materials. You deserve this.
- White linen, 100% organic, GOTS-certified, whitewashed using hydrogen peroxide (thread oxygenation without solvent or heavy metals), no colouring.
- Natural linen, 100% organic, GOTS-certified, no thread treating, no colouring.
Origin : linen cultivated in Normandie (France), threaded in Poland, and knitted in Germany.
Flax spinning mills don’t exist in France anymore, a reopening project is ongoing and should emerge in 2020. Once this will be available, we will make sure that this production step becomes French.
- Ecru thread : 100% organic and GOTS-certified cotton.
- Beige thread : 100% organic and GOTS-certified cotton.
Origin : cotton cultivated in Egypt and threaded in the Netherlands.
- 100% organic and GOTS-certified cotton.
Origin : cotton cultivated, woven, and threaded in Turkey. Bias manufactured in France.
- 100% organic and GOTS-certified cotton
Origin : cotton threaded in Italy, labels manufactured and printed in France.
GOTS (Global Organic Textile Standard) certifies that the fabric used respects strict norms.
Among the requirements, you will find environmental criteria such as the total ban of heavy metals, technic quality and toxicity criteria, and last but not least social criteria with the abolition of forced labour and child labour.
This certification was established 12 ago and is, to date, the only one that can certify that a fabric is organic.
Other certifications exist such as Oeko-tex, but this one only certifies that there are no toxic products in the fabric.
GOTS was the best way to ensure our standards.
No animal products are used in our clothes or in their manufacturing. They are totally vegan.
For different reasons, ethical fashion has a price.
- The raw materials used are 100% natural. It is not a mix of fibres, conventional or synthetic fabrics which would enable to lower the price.
- Our fabrics are GOTS-certified, the only existing organic certification in the textile industry. Very few French agricultural parcels are certified. This being so, the prices of our fabrics are higher.
- All the linen transformation steps are done in Europe. We privilege local circuits, this is why the production costs are higher than the ones outside of Europe.
- Our t-shirts are made by hand in France using traditional machines (Mitsubishi electric modèle db-320). We produce less than 10 garments per day.
For our clothes to be accessible to as many people as possible, we chose a fair cost. A cost that ensures a high quality handmade t-shirt, respectful of the French craftsmanship.
For some, our clothes might seem expensive, but believe us, by doing the right thing, it is hard to offer a lower price. Margins are calculated at the lowest level but transparency and quality have a non-negligible cost.
A minimalist packaging
Just like our cosmetics, we’ve opted for a simple and natural packaging.
You’ll received your t-shirt in a nice kraft box, without any plastic. If our t-shirt is a gift, this small box can be used as wrapping paper.
The labels and kraft parcels are biodegradable. You’ll find nothing superfluous in our package, except an information leaflet made out of recycled paper.
Even though linen is a resistance fabric, knitted linen is delicate and needs taking care of.
To wash your t-shirt, we recommend using a 30° wash cycle for a daily care and if necessary, a maximum of 40° (with gentle spin) for intensive cleaning. We also recommend washing your t-shirt in a washing net to avoid zips, clips, or the drum damaging your t-shirt.
To dry it, we recommend not using a dryer but leaving it to dry on a clothes airer.
To iron it, try not going over the second dot on your iron (equivalent to 150°C) and use the steam mode to soften your piece of clothing.
If you stain your t-shirt, apply a natural stain remover (our soap for example) as soon as possible, leave in on for around 10 minutes, and wash it on a 40° wash cycle (gentle spin). When washed, the stitches shrink slightly. By ironing using a steam mode, this will loosen the fibre and your t-shirt will regain its suppleness.
Our t-shirt is biodegradable
The fabrics used, only cotton and linen, are entirely natural.
For example, if you loose your t-shirt in the wild, it won’t pollute the environment ! You could leave it in your garden and it would break down no problem, but this isn’t the aim of a linen t-shirt don’t you think?
Instead, you could rather pass it on to future generations, sell it on into a circular economy, or donate it to a charity.
It has been designed to last, it will go through seasons and years smoothly. Whatever your choice, your t-shirt’s end of life will be both happy and eco-friendly.