Our fine story

fineyellow 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 fineyellow in 2018.

Our mantra. We want fashion to be fun, inspiring, and convenient. So we curate the best conscious styles in our shop (back soon). What we mean by conscious fashion? We mean thinking about what we wear: where does it come from? What is it made of and will I wear it often and for a long time? Fashion won’t change over night, neither will you – so take it one step at a time. We’re excited to embark on the journey to a more conscious lifestyle with you.

Every item in our shop was carefully selected to not only meet our ethical standards but also to look amazing on you. We like it minimalistic, classy and sometimes fancy. And we always make sure to pick pieces that were made to last. Keep-up to date with the latest trends in fashion in our shop (back soon) and on our blog, the fine edit . Apart from the fashion talk, we also share personal advice for a (more) sustainable lifestyle.

We take sustainability very seriously here at fineyellow. Therefore, we only carry brands that meet our strict ethical standards and that we know personally. Before we add a brand we check if our standards are met and if the brand is working on improving further (it’s a journey remember?). Browse through our brands and find out why we support them. Scroll down to see what standards we value.