BUTCHER OF BLUE | Certified B Corp™️

Name

BUTCHER OF BLUE | Certified B Corp™️

Legal name

Butcher of Blue B.V.

Website

https://butcherofblue.com

Company type

Private

Founded year

2017

Operating status

Operating

Ownership category

akta.pro rank

Product category

Premium Menswear

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

Keywords

• Premium menswear
• Sustainable clothing
• Men's apparel
• Organic cotton clothing
• B Corp fashion

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales (D2C E-commerce): Revenue generated through direct-to-consumer sales via the butcherofblue.com Shopify e-commerce platform, selling apparel and accessories at published retail prices with free shipping above €50.
2. Wholesale to Independent Retailers: Revenue generated through B2B wholesale to 160 independent retail locations in Northern Europe via a dedicated B2B webshop portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Butcher of Blue designs and sells premium, durable, timeless men's clothing — including T-shirts, overshirts, shirts, shorts, jeans, knitwear, sweaters, jackets, loungewear, caps, socks and bags — under its own label, primarily using organic cotton and other natural materials. The brand sells directly to consumers through its e-commerce site and owned stores, and to a network of approximately 160 independent retailers across Northern Europe.

Product overview

Butcher of Blue is a premium men's fashion brand founded in 2017 by cousins Bob and Maarten Rijnders, offering a unified collection of durable, timeless menswear essentials. The product portfolio centers on the iconic Army Tee family (including Army Light Tee, Army Loose Tee, Army Stealth Tee, and Army Tee Longsleeve variants) alongside denim, shirts (Quinn Linen Stripe Shirt, Aidan Worker Denim Shirt), knitwear and sweaters (Army Crew, Army Hooded), overshirts (Dan Cotton Overshirt), shorts (Dan Short, Quinn Linen Short), and outerwear. The accessories line includes caps (Dad Cap, Classic Sports Cap, Wool Hook Cap), bags (Butcher Canvas Tote), socks, and care products (Pilo 2 Fabric Shaver). The brand also offers curated partner products including Posa Boat Loafers and Snow Peak outdoor gear. A B Corp certified company since 2025, with 160 retail points across Northern Europe, emphasizing sustainable, responsibly produced clothing designed to last years rather than seasons.

Differentiator

Problem solved

Functional benefit

Products and services

• Army Tee

Quantifiable outcome

• B Impact Assessment score of 104 (certification threshold: 80)
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• B Lab (B Corporation)coreOthers · 22 May 2025B Lab verified Butcher of Blue's compliance with high standards of social and environmental performance, accountability, and transparency, resulting in B Corp certification with a score of 104.
• De NaaierijminorStrategic or Co-development PartnerPartnership with De Naaierij, a skilled sewing atelier, to offer the Butcher's Repair Service that repairs and rejuvenates favorite Butcher of Blue garments, extending product lifecycle.
• Stichting UPV TextielminorStrategic or Co-development PartnerParticipation in Stichting UPV Textiel supporting broader industry efforts focused on textile collection, recycling, circularity, and responsible textile waste management within the Netherlands.
• Het Leger des Heils (Salvation Army)minorStrategic or Co-development PartnerWhen products reach end-of-lifecycle, Butcher of Blue helps ensure responsible processing together with Het Leger des Heils for items returned to their warehouse.
• Posa (Shoes)minorStrategic or Co-development PartnerCollaboration with Posa on exclusive boat loafers, including the 'Posa Boat Loafer X Butcher' in Alaska Blue colorway. The Posa x Butcher collaboration features premium suede with vintage finish and metal Hook Badge.
• Snow PeakminorStrategic or Co-development PartnerPartnership offering Snow Peak lifestyle products including titanium bottles, fire and grill tools, chopsticks, cups, and fireside gloves. Brands share similar values on quality and craftsmanship.
• TEB (Turkey - Manufacturer)minorStrategic or Co-development PartnerTEB is a preferred manufacturer with Turkish owners committed to sustainability, employee education, on-site childcare, medical staff, and free meals. TEB holds SEDEX, BSCI, and GOTS certifications. Produces Army Loose Tee and other garments.
• DHLminorOthersDHL is the exclusive delivery partner for all Butcher of Blue orders. Customers receive tracking codes via email once orders are dispatched.
• ShopifycoreTechnology or IntegrationShopify powers the Butcher of Blue e-commerce platform, enabling the direct-to-consumer storefront, B2B wholesale portal, payment processing, and customer data management.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• ASKET: Swedish premium essentials brand with full traceability and a 'no sales, no seasons' model. Closely comparable to Butcher of Blue on timeless men's basics, transparent supply chain, and direct-to-consumer plus select wholesale distribution.
• Nudie Jeans: Swedish sustainable denim and casualwear brand with a free repair program and organic-cotton sourcing. Overlaps with Butcher of Blue on men's premium essentials, sustainability positioning, repair services, and European wholesale presence.
• Closed: German premium denim and knitwear brand with a heritage craft positioning. Comparable to Butcher of Blue on premium men's essentials, European distribution, and emphasis on quality materials and timeless design.
• KnowledgeCotton Apparel: Danish sustainable menswear brand focused on organic cotton and GOTS-certified basics. Directly comparable to Butcher of Blue on men's premium sustainable essentials, organic materials, and European retail footprint.
• Colorful Standard: Danish sustainable essentials brand offering premium colorful basics in organic cotton with European-wide distribution. Comparable to Butcher of Blue on men's and unisex basics, sustainability certification, and D2C plus wholesale model.
• Studio Nicholson: London-based premium minimalist label offering men's and women's wardrobe essentials. Comparable to Butcher of Blue on premium essentials, capsule collection philosophy, and European wholesale distribution through premium retailers.

Emerging players

• Labfresh: Dutch menswear startup specializing in stain- and odor-resistant shirts and essentials. Comparable to Butcher of Blue on Dutch origin, men's premium basics category, and D2C-plus-wholesale European distribution, though with a more technology-led value proposition.

Broad incumbents

• Patagonia: Global sustainable outdoor apparel leader and B Corp. Comparable to Butcher of Blue on sustainability ethos, circularity/repair programs, and use of organic materials; co-founder Maarten Rijnders previously worked there.
• G-Star RAW: Dutch denim and casualwear incumbent with global distribution. Comparable to Butcher of Blue on Dutch origin, premium denim heritage, and men's casualwear focus; co-founder Maarten Rijnders previously worked there.
• Dockers: Levi Strauss-owned men's casualwear and workwear-inspired basics brand. Comparable to Butcher of Blue on men's casual and workwear-inspired essentials at scale, though without the premium sustainable positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/butcher-of-blue
• Instagraminstagram.com/butcherofblue

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BUTCHER OF BLUE | Certified B Corp™️