Ninyes was born in 2021 from the need to have as many quality and sustainably produced clothes to be recycled and used as much as possible. We co-operate with sustainable brands by giving them a ready model for taking back their already sold clothes and finding new, happy users for these clothes. Our online store provides a safe, easy-to-use and fun alternative to buying brand new clothes. 


Fast fashion - the constant production of new styles at very low prices - has led to a big increase in the quantity of clothes produced and thrown away. This impact is often felt in third countries, where most production takes place. The production of raw materials, fabrics and dyeing require enormous amounts of water and chemicals, including pesticides for growing raw materials such as cotton. Consumer use also has a large environmental footprint due to the water, energy and chemicals used in washing, tumble drying and ironing, as well as to microplastics shed into the environment. Used clothes mostly end up in landfills. Various ways to address these issues have been proposed, including developing new business models for clothing rental, designing products in a way that would make re-use and recycling easier, convincing consumers to buy fewer clothes of better quality, and steering consumer behaviour towards choosing more sustainable options.

Greenhouse gas emissions: It is estimated that the fashion industry is responsible for 10% of global carbon emissions. That is more than international flights and maritime shipping combined.

Water and land use: It takes a lot of water to produce textile, plus land to grow cotton and other fibres. To make a single cotton t-shirt, 2,700 litres of fresh water are required according to estimates, enough to meet one person’s drinking needs for 2.5 years.

Water pollution: Textile production is estimated to be responsible for about 20% of global clean water pollution from dyeing and finishing products. Laundering synthetic clothes accounts for 35% of primary microplastics released into the environment.

Textile waste in landfills: Since 1996, the amount of clothes bought in the EU per person has increased by 40% following a sharp fall in prices, which has reduced the life span of clothing. The way people get rid of unwanted clothes has changed, with items being thrown away rather than donated. Europeans use nearly 26 kilos of textiles and discard about 11 kilos of them every year. Used clothes are mostly (87%) incinerated or landfilled.

Source: European Parliament


Throwaway fashion culture is depleting natural resources and overfilling landfills. The single best thing we can do is consume less and reuse more. If everyone bought one item used instead of new this year, it would save 18,700 garbage trucks full and reduce CO2 emissions as much as 66M trees planted.

The three most important things you can do to make your textile footprint smaller.

1. Buy mostly second hand. This reduces your fashion footprint by 239 kgCo2 / year. Instead of buying new items, check first if you can find it pre-loved.

2. Air dry your clothes. This reduces your fashion footprint by 203 kgCo2 / year. Go for slow living and hang your clothes on a clothes line instead of using a dryer.

3. Shop mostly sustainable brands. This reduces your fashion footprint by 106 kgCo2 / year. Look for materials such as organic cotton, tencel and recycled materials.

And the best thing is that we will all feel better! Shopping second hand makes people feel as good as they do about adopting a puppy.

Source: the Green Story Inc. and GlobalData Consumer Survey


We only work with brands who make quality clothes made to last, and who have a proven record of being in the forefront of sustainability. And still strive to become even more sustainable. We go through five criteria below with all brands in our brand list.

All of our brands fulfil the 2 basic criteria that we have. Firstly, at least 75% of textile items are made from more sustainable materials, such as organic cotton, tencel or recycled polyester. Secondly, at least 75% of collections are made in countries with fair working conditions (such as EU) or in factories that are GOTS certified or have living wage programs. This is our quick check.


The whole of our operations target at lowering CO2 emissions through recycling instead of making new clothes.

At the first phase during 2021, we start by calculating our own direct emissions. This means that the making of the original garment is not considered, nor the effect of buying a 2nd hand instead of a new garment. Our main sources of emissions identified are:

  • Shipping of used clothes from customer to Ninyes, from customer to customer and from Ninyes to customer. Most shipments we receive are in reused packages such as used cardboard boxes, or bags. The emissions of the package how the customer takes the package to Matkahuolto drop-off point are not considered. In year 2020 the average CO2 emission per Matkahuolto package was estimated to be 340 gCo2. This is the value that we use.

  • Shipping bags and other shipping material. We are currently using unbleached strong paper bags for our shipments. The bags are made from recycled materials.

  • Ninyes office activities including electricity, waste management and other activities are estimated based on average office emissions.

References: Matkahuolto sustainability report 2020.


We fully understand that the task of saving our planet is vast and Ninyes just a little player in turning this thing around. But we our proud of this little company and think we are on to a good start. As we want to learn whole the time and find out about new ideas and new thinking around sustainability, please reach out to us if you have something in your mind or want to ask something.