It all started in 2013 when Basic Apparel was founded. Camilla Balle is behind the brand, and together with her team they have created a successful company where quality, durability and sustainability are part of their value set. The majority of the clothes are produced in family-owned factories in Turkey, and this is how every detail has been thought of all the way around. From day one, they have been passionate about slow fashion, which lasts for more than just a single season and generally a more sustainable fashion world. Camilla Balle's idea was to make clothes that people would wear again and again. They managed and still manage to make clothes that you choose time and time again in your wardrobe.

In addition, the brand has a purely Scandinavian expression, where they offer good basic styles with few details. The clothes are made of good quality and at reasonable prices. Basic Apparel's mission is to create good basic styles that can be used across collections, generations, trends and brands.