MY13 clothing brand: four years of an extraordinary journey

Four years in the clothing market. For some, it's "just the beginning." For others, it's already too long. For us, it's the limit when you're no longer dizzy and lying to yourself.

Over the past four years, it has become abundantly clear: MY13 is not for everyone. And it never was.
If you are looking for safe, neutral, one-size-fits-all clothing, we are not for you. We do not even try to be market-friendly. We have our own niche, our own audience, and our own character. That is why we are different. You can find more about our path and approach in the "About MY13" section.

MY13 clothes are not born to "just be released". Each item is created for a long time. Sometimes too long. Testing takes place more than once: we check the fabric, construction, seams, look, fall, feel on the body. We change, dismantle, remake. Not because we can, but because it's not yet right. Until we achieve a result that seems right to us.

This way of creating is part of slow fashion — a sustainable and conscious fashion movement that emphasizes slower production speeds, higher quality, and durability throughout the garment's life cycle — as opposed to the mass strategy of the "fast fashion" model.

There is one criterion that we never bypass: if we don't like it ourselves, it won't work. We wear our own clothes. And not "for advertising", but because we really want to wear them. If a thing doesn't live in our everyday life, it has no right to live with the client.

A lot of effort has gone into every MY13 product. And a lot of anxiety. Will the fabric hold up? Will the shape “fall” after a few wears? Will the detail look the way we had in mind? Have we made too many compromises? These questions accompany each model right up until release – and often even after. Industry experts also write about this challenge, when quality requirements collide with production costs and consumer expectations, when discussing the differences between “fast” and “slow” fashion business models.

Were there any thoughts of quitting? Of course.

Especially when you’re trying to create non-mass production in Europe. Quality fabrics are a constant struggle. One time you find the perfect one, the next – the batch arrives no longer as it was. Another time the manufacturer simply stops producing the fabric. The result? Fabric supply, production deadlines, specification changes – this is the reality faced by many small brands for whom quality is more important than fast production. Because we don’t create “for one season” and we don’t look for cheaper substitutes at any cost.

And then there is the political context: the European Union is promoting a more sustainable textile sector, including design requirements that must ensure longer product lifespans and lower environmental impact , which is further changing the landscape of the fashion business.

The details are not random either. The zippers are ordered from a Swiss factory. This means longer lead times, customs fees and another reason why MY13 will never be a “cheap option”. Packaging is another stop where you want aesthetics and experience, but the prices sometimes surprise even us.

The MY13 collection also includes custom-made products. One of them is a custom-made jacket made of genuine crocodile leather, sourced from Italy, with all certificates of origin and trade. Such projects require even more time, responsibility and control at every stage – from material selection to the last seam. This is not mass production. These are one-off solutions.

And then we still hear the question: "Why does it cost so much?" Because it is not an ordinary product. And it cannot have an ordinary price.

Production is also not simple mathematics. For large quantities, the market is still too small. For small quantities, not all sewing factories are able to work the way we need: quickly, accurately and without compromise. Therefore, the processes are slow. Sometimes tedious. But conscious. And indeed, a lot of discussion in the industry revolves around how production chains are changing in the pursuit of quality, sustainability and social standards.

We have a lot of plans. Even more pressure. We know that customers are waiting for news. But we choose better late than never. Better less often than poorly. Better quietly than in vain.

MY13 is not about convenience. MY13 is about the rules we make for ourselves.