About us - The Fine Story

Fine Yellow is the fashion website we couldn’t find. We want conscious fashion without sacrificing style. Honest and transparent brands. Clothes we can actually afford. And above all, we want it all in one place. That is why we founded Fine Yellow in 2017.

Conscious Clothing. Simplified.

This is our mantra. We want fashion to be fun, inspiring and convenient. You can be sure to find only conscious clothing in our shop. No exceptions! What do we mean by that? With conscious clothing we mean fashion items that were produced in a fair and sustainable way. But there’s more to it: Conscious clothing also stands for being aware of your clothes’ production process.

For us it is not about radical change – we want you to embark on the journey towards a more mindful, conscious lifestyle with us. You don’t have to change it entirely: Make educated decisions one piece at a time.

Fashionable. Up-to-date

Be sure that every single item you’ll find in our shop was carefully selected not only by our ethical standards but because we think it’ll look amazing on you. We like it minimalistic, classy and sometimes fancy, but we also love fine cuts and affectionate details. We curate conscientiously and you conveniently choose your style! 

To ensure we always have the newest styles, we scan the whole (eco and fair) fashion world and share our findings with you on The Fine Edit. Apart from the fashion talk, we also share personal advice for a (more) sustainable lifestyle.

Clear Standards.

We take sustainability very seriously here at Fine Yellow. Therefore we stick to clear ethical standards that any brand listed on Fine Yellow has to fulfill. Browse through our brands and find out why we support them. To be super transparent, we mention points for improvement, too.


Oh, and we’d like to squash rumours of conscious fashion being expensive – it’s actually pretty affordable. Go, convince yourself in our shop.

Stay updated on what’s hot in conscious fashion and get your free guide.

Let’s do it together!

Only together we can grow and set new standards for fashion. With Fine Yellow we show you how easy it is to shop conscious clothing with style.

Your Fine Yellow team 



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