Before 7am specializes in textile-based accessories. Our core product is a range of ‘detachable collars’ in various designs. These are essentially collars without a shirt which can be cleverly combined with any look to add style and uniqueness.

People enjoy expressing personality statements through fashion. Before 7am increases their options and make it easy to create unique looks and dress up for special occasions (i.e. business meetings, night out etc).Detachalbe collars are an emerging trend in times of the pandemic, as people push themselves to showcase their individuality in front of the screen during video meetings.

It’s our mission to enable people to express their individuality through fashion while at the same time guide them on adopting sustainable fashion habits. We challenge and push boundaries to create fashion products with greater care and reduce our impact. We’re doing this by incorporating principles of circular fashion, upcycling and long product lifetime.