September 25 20



The Portuguese brand of sustainable denim My Fair by Just.O, has just debuted its online store, with which it intends to get closer to the public. Until now, the brand’s creations could only be purchased at selected stores. Made in Portugal, the brand also embraces policies such as Fair Made & Crafted and People Matters. The new store can be visited at

My Fair by Just.O presented itself to the market last year, defining itself as the new Portuguese brand of eco-friendly denim, using only prime raw materials from international suppliers, such as BCI ( Better Cotton Initiative) certificated Candiani cotton, or leather originated exclusively from the food chain.

The brand also embraces policies such as Fair Made & Crafted and People Matters, which accompanies all players in the manufacturing process, in order to ensure that everything is produced by people with fair working conditions, in a strategy that contradicts mass production and praises the uniqueness of each look.

Founded in 2004, Just.O is a project of the JUST Fashion Group, a market leader in the distribution and agency of premium clothing brands and accessories for women, men and children. Elisabetta Franchi, Liu Jo, Iceberg, Ice Play, Daniele Alessandrini (man) and Monnalisa (child) are some of the brands represented in Portugal by JUST Fashion.