the Blue suit

What the Blue suit does

The Blue Suit is a Swiss direct-to-consumer women's fashion brand founded in 2017 by Yvonne Vermeulen and Karen Rauschenbach, headquartered in Kreuzlingen, Thurgau, with all garments handcrafted in family-owned Northern Italian ateliers. The company produces a focused 37-SKU collection of premium, toxic-free denim and tailored garments — jackets, pants, gilets, shirts, and dresses — built around two certification tiers: a Cradle to Cradle Gold certified line (black and ecru denim, currently 38% of the collection as of February 2026) and a GOTS-certified line (blue denim, linen, Lyocell). Production combines certified organic materials with E-Flow waterless washing (~200ml vs the conventional 50L per jeans), a GRS-certified recycled yarn on high-stress seams, and an individual garment system in which each piece is cut and finished by a single artisan for end-to-end accountability.

The business model is a single-channel direct-to-consumer operation running entirely on Shopify, with no wholesale, marketplace, or physical retail distribution. Garments retail from approximately €145 to €595 per item, with the company's pricing model described as straightforward unit pricing and a pay-as-you-go billing cadence. Marketing is content-led via the 'Planet' journal and sustainability storytelling rather than paid acquisition, and the brand explicitly positions itself against greenwashing by foregrounding independent certifications and full supply-chain traceability through the Retraced platform. The customer base is a horizontal segment of 'Conscious Premium Women's Fashion Consumers' — women who prioritize verified toxic-free production over sustainability claims and are willing to pay a premium for Italian-made, traceable garments.

The Blue Suit employs 5 people and has operated since launch with one disclosed funding event: a 2016 grant from the Swiss Migros Pioneer Fund. Other key alliances include a 2022 commitment to Germany's STS 2030 sustainability program (binding independent reporting on emissions, labor, circularity, and supply chain) and the founders' Circular Clothing Cooperative, which shares C2C assessment tools with other Swiss textile brands. The company achieved Switzerland's first Cradle to Cradle Certified denim collection in 2022, and in 2024 Karen Rauschenbach transitioned out of operations while the brand announced its evolution into 'Blue Suit Authority,' signaling an intent to scale as a more profitable sustainable women's collection.

Name

the Blue suit

Legal name

the Blue suit

Website

https://thebluesuit.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Blue Suit is a Swiss direct-to-consumer women's fashion brand producing premium, Cradle to Cradle Gold certified toxic-free denim and tailored garments in Northern Italian ateliers, sold exclusively through its Shopify storefront to conscious premium consumers seeking verified sustainability credentials.

Ownership category

akta.pro rank

Product category

Sustainable Women's Denim Apparel

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Clothing and Clothing Accessories Retailers (458110)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)

akta.pro secondary industries

Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Sustainable fashion
• Women's denim apparel
• Italian denim garments
• Eco-friendly clothing
• Toxic-free fashion

Headquarters

HQ city

Northern Italy

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-Commerce: The company sells exclusively through its own e-commerce storefront (Shopify-based), directly to end consumers. Revenue is generated through one-time product purchases of Italian-made toxic-free denim garments. No subscription or marketplace channels are used. Prices range from approximately €145 to €595 per garment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Blue Suit designs, manufactures, and sells premium sustainable women's fashion garments (jackets, pants, gilets, shirts, and dresses) crafted from organic and Cradle to Cradle Gold certified materials in small family-run Northern Italian ateliers. Products are sold exclusively through the company's direct-to-consumer Shopify e-commerce storefront, with prices ranging from €145 to €595 per garment. The brand differentiates on toxic-free certified production, full supply chain traceability via the Retraced platform, and an individual garment system in which a single artisan completes each piece from cut to finish.

Product overview

The Blue Suit is a Swiss sustainable women's fashion brand offering C2C Certified Italian Denim and toxic-free clothing. The portfolio comprises multiple product categories including Jackets (LISA, ELLEN, YOSANO, INDIRA, YRSA, MARLENE), Pants (GILL, GEORGE, ANN, JODI, MILLER, SIMONE, BERMuda), Gilets (EMMA, EMI, CARA, MAYA), Shirts/Tops (CARLY, JONES, SMITH, PATTI, STEVIE), and Dresses (VICTORIA, DOLLY, ADA). Products are organized into two main certification tiers: the Cradle to Cradle Certified® collection featuring Black Denim and Ecru Twill in Gold-certified materials (covering jackets, pants, gilets, and vests), and the GOTS-certified collection featuring Blue Denim, Linen, and Lyocell fabrics. All products are handcrafted in small family-owned Northern Italian ateliers using traditional tailoring techniques with individual garment system production.

Differentiator

Problem solved

Functional benefit

Products and services

• LISA Jacket Black Denim Tailored masculine-yet-feminine classic cut jacket crafted from premium Italian Black Denim, C2C Gold certified, with two front slip pockets, discrete interior pockets, and printed toxic-free organic cotton lining.
• ELLEN Jacket Tailored longer-cut jacket crafted from premium Italian Denim, structured yet gentle, with three front slip pockets, discrete interior pockets, signature label at back collar, and printed cotton lining. GOTS-certified.
• YOSANO Jacket Japanese work jacket-inspired straight loose fit with three wooden buttons, two front pockets, and blue organic cotton lining. GOTS-certified medium weight organic denim suitable year-round.
• INDIRA Jacket Ecru Tailored cut jacket with classic standing Nehru collar, padded shoulders, two front slip pockets, chest pocket, and beautifully printed toxic-free organic cotton lining. C2C Gold certified ecru twill.
• MARLENE Jacket Black Denim Below-hip jacket with strong sophisticated silhouette and padded shoulders. Three front slip pockets, small chest pocket, beautifully printed toxic-free organic cotton lining. C2C Gold certified.
• MAYA Vest Ecru Tailored vest with refined Nehru collar, padded shoulders, two front slip pockets, and chest pocket. Ecru Twill Gold Certified with toxin-free organic cotton lining.
• EMI Gilet Black Denim Flattering waisted silhouette gilet from C2C Certified Black Denim Collection with five wooden buttons, two subtle front pockets, and signature silkscreen C2C lining. Resists creasing, designed to travel well.
• EMMA Gilet

Quantifiable outcome

• Water usage reduced to approximately 200ml per pair of jeans vs. conventional 50 litres (99.6% reduction)
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• RetracedcoreTechnology or IntegrationRetraced is a supply chain transparency platform built specifically for the fashion industry. Every step of The Blue Suit's production is tracked through Retraced — from raw organic cotton leaving a certified farm, through dyeing, weaving, and finishing at the Italian atelier, to the finished garment. Every step is documented and independently verified.
• STS 2030 (Sustainable Textile Services / German Textile Sustainability Program)coreStrategic or Co-development PartnerSTS 2030 is Germany's national textile sustainability program. The Blue Suit committed to STS 2030 in 2022, meaning regular independent reporting on emissions, labor practices, circular economy progress, and supply chain transparency — not as a marketing exercise but as a binding accountability structure.
• Circular Clothing CooperativeminorStrategic or Co-development PartnerFounded by Yvonne Vermeulen and Karen Rauschenbach to share Cradle to Cradle assessment tools with other Swiss textile brands, teaching them how to achieve better sustainability certification standards. Yvonne and Karen share assessment tools they developed for The Blue Suit with other brands in the cooperative.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Closed (Closed Jeans): German premium denim and knitwear brand with strong sustainability credentials and Italian production partnerships. Comparable to The Blue Suit in premium positioning, Italian craftsmanship, and sustainability storytelling.
• Nudie Jeans: Swedish premium denim brand focused on organic cotton, transparent supply chains, and lifelong repair services. Closely comparable to The Blue Suit in target customer (conscious premium consumers), material ethos (organic/GOTS), and DTC-led distribution model.
• DL1961: Premium denim brand focused on sustainable production techniques, water-efficient processes, and eco-friendly materials. Comparable to The Blue Suit in premium denim positioning and water-saving production innovation.
• MUD Jeans: Dutch circular denim brand offering lease/rental and certified organic denim with Cradle to Cradle credentials. Directly comparable on C2C certification, circularity focus, and small-batch European production.
• Armedangels: German sustainable fashion brand offering GOTS-certified organic and fair-trade apparel. Comparable to The Blue Suit on transparency, organic certification, and the premium-conscious consumer positioning.
• Kings of Indigo (K.O.I.): Amsterdam-based premium denim brand using organic and recycled materials with GOTS certification. Comparable as a European sustainable denim brand serving a similar premium-conscious customer base.
• Bleed Clothing: German sustainable apparel brand focused on organic, fair-trade, and vegan production with transparent supply chains. Comparable to The Blue Suit on European production, organic materials, and DTC-led ethical positioning.
• M.i.h. Jeans: Premium denim brand with heritage roots and sustainable collections. Comparable as a premium-positioned women's denim brand emphasizing craftsmanship and transparency in supply chain.

Broad incumbents

• Stella McCartney: Global luxury sustainable fashion house with verified supply chains and circularity programs. Comparable as a premium sustainable apparel brand with strong ESG credentials, though at much larger scale and broader category mix.

Others

• Retraced: Supply chain transparency platform for the fashion industry and an active technology partner of The Blue Suit. Included as a peer because it represents the enabling ecosystem layer the brand is built on, and is referenced in the company's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-blue-suit

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 the Blue suit