What Colorful Standard is known for

Copenhagen-headquartered basics brand founded around 2017-2018 by Tue Deleuran, built on organic-cotton essentials in 40+ colors. Garments are manufactured in Barcelos, Portugal under stated ethical working conditions.

Colorful Standard is a Copenhagen-based clothing brand founded by Tue Deleuran, whose earlier venture was the lifestyle label Bjorkvin, launched in 2006. Sources differ slightly on the exact founding year of Colorful Standard itself - 2017 in some trade coverage, 2018 in others - but consistently credit Deleuran as founder and describe the brand's origin as a reaction against fast-fashion seasonality: the company states it does not work with seasons, trends, or markdown sales. The line centers on simple, color-driven basics offered in more than 40 colorways. All garments are manufactured in Barcelos, Portugal, under conditions the brand describes as strict and ethical, using 100% organic cotton.