Transparency Talks: Smallmatters

Line Houge and Janicke Lorange started Smallmatters in 2018 after seeing an opportunity to combine their expertise in brand building and fashion production. Since then, they have worked on several projects, repurposing discarded textiles into new products and expanding into small-batch clothing made from surplus materials. Balancing sustainability with quality, they are building a business rooted in circularity and thoughtful design.

At Repasdo, we are working towards transparency and creating value for the fashion industry, and our collaboration with Smallmatters is a demonstration of these values. We first connected a year ago and our shared vision led to an exciting innovation contract with Smallmatters, aimed to further develop Repasdo's transparency platform. To celebrate the end of a successful project, we visited Smallmatters at their showroom in Oslo to reflect on their journey, discuss the challenges of sustainability in fashion, and the positive impact of our partnership.

Firstly, can you tell me what inspired you to start Smallmatters?

We both wanted to work independently and build something meaningful, and we noticed how many textiles were produced but never used. Especially in the hospitality industry, where bed linens, towels, and fabrics often go to waste. In fact, 75% of all textiles discarded could be reused. That is where we saw an opportunity. We started by repurposing these materials into bags and other products for businesses. It worked well—until COVID hit.

During the pandemic, we began experimenting with new ways to use leftover materials. A manufacturer had surplus cashmere yarn, and since Line is a fashion designer, we made a small batch of sweaters for friends and family. This led to a consumer-facing expansion, including tote bags and garment covers. While our B2B business remained, our B2C side took off through our online store.

What were some of the biggest challenges you faced as entrepreneurs?

One of our biggest challenges has been navigating the reality of sustainability in business. Many companies claim they want to be sustainable, but not if it means paying more. For instance, businesses often choose China over local production when transitioning from plastic to textile bags, because they are cheaper. That said, some projects, especially within Oslo Municipality, have been well received. Flexibility is key when starting from scratch. We wanted to create a business that made a real difference, balancing creativity with financial viability.

Your business model is deeply rooted in the circular economy. Why was this approach so important to you, and how does it shape your decisions?

When we first started Smallmatters, we learnt that the focus was on cleaning up plastic waste from the ocean. However, we soon realized that true impact comes from stopping the flow of plastic waste at its source in the design phase. If plastic bags continue to be produced, they will inevitably keep filling the ocean. The same principle applies to fashion—if we continue producing clothing made from plastic and non-recyclable materials, we won't be able to stop the constant influx of discarded garments that cannot be reused or recycled. The key is to rethink production and prioritize sustainable, circular solutions.

Material selection is central to what we do. We initiated a project with the Research Council of Norway and got support to research the environmental impact for several textiles, such as recycled cashmere, polyester, and surplus yarn. We looked at the impact from production, usage and the possibilities for recycling. Wool is one of the best fibers for circular use—it can be recycled without chemicals and naturally biodegrades if discarded. Today, wool production accounts for about 1% of the global supply of textile fibers (GU). We are committed to using surplus yarn, but that comes with challenges—we often have just enough for small batches. Therefore, it is important to choose natural materials when we have to little surplus yarn.

We have experienced that copies or imitations of our styles have appeared on the market, often made with cheaper materials. While it is flattering that our designs inspire others, it is also concerning when quality and sustainability are compromised. At Smallmatters, we are committed to using high-quality, responsible materials that ensure durability and reduce environmental impact. Fast fashion imitations may look similar, but they do not offer the same level of craftsmanship, sustainability, or longevity that we stand for.

You are working with multiple product types. Can you walk us through your design and production process?

For our textile-based products, we work with NorTekstil to collect discarded materials like bed linens and towels. We select high-quality fabrics, store them, and collaborate with customers to design products that replace new production. Everything is sewn at a VTA facility in Oslo, supporting both sustainability and social impact.

For cashmere, we design and develop our own clothing, working with small overstock yarn batches or full cashmere cones. Since we sell directly to consumers, we maintain good margins while keeping quality high. We also handle most operations in-house, from photography to website management, giving us full creative control.

Transparency is becoming a key focus in the fashion industry. What are your thoughts on the upcoming regulations, and how do you see transparency driving both storytelling and value creation?

Transparency reinforces what we already do—we have nothing to hide. It allows us to back up claims with data and justify pricing. It also highlights the environmental cost of production.

The challenge is whether consumers will engage with this information. If they do, transparency becomes a great educational tool. It also pushes the industry forward, fostering public discussions that hold businesses accountable. Many consumers feel overwhelmed by the complexity of sustainable choices, so the responsibility should fall on producers. When people buy from us, they can trust we have made the most responsible choices.

At its core, circular fashion is about longevity—creating products built to last. If the industry truly wants to be sustainable, it must focus on quality, and prices will need to reflect that. However, navigating transparency can be tough. No matter what you do, there is always scrutiny. The focus should be on intention and impact rather than constantly searching for flaws.

We have been collaborating for almost a year now. Can you share your experiences from the project?

It has been an exciting journey. One of the best parts has been having a way to communicate our story beyond just words. The ability to scan products and access transparency data has been invaluable.

Repasdo has done a great job making the process clear and structured. They have been thinking about regulations ahead of time and having a third-party help communicate transparency in an organized way has been incredibly valuable. The timing of our collaboration has been perfect.

Do you see a digital experience of your products and brand as a way to strengthen how you communicate your values?

Absolutely. Communicating our values is essential, but it has been challenging to do effectively. With Repasdo, we now have a centralized way to share all relevant information. Being able to scan products and provide full transparency makes it easier for customers to engage with our values—sustainability, quality, and transparency—while seeing the full story behind their purchases.

Looking ahead to 2025, what are some of the key goals and opportunities you are most excited about for Smallmatters?

Growing so quickly in just a year has been exciting but also daunting, especially with higher-end products that are not impulse purchases. Our goal for 2025 is to continue this growth while ensuring customers value having something unique—like our limited-edition pieces that emphasize quality and design.

We are also looking forward to using digital products to communicate our partnerships and reinforce the importance of transparency. It is an exciting time to be part of the movement for change.

Our conversation with Line and Janicke has underscored the power of thoughtful design, responsible production, and the importance of transparency in shaping a more sustainable future for fashion. Smallmatters is a testament to how creativity, persistence, and a circular mindset can turn challenges into opportunities.

At Repasdo, we are proud to support businesses like Smallmatters that are driving real change in the industry. As they continue to grow, we look forward to seeing how they further push the boundaries of circular fashion, proving that sustainability and quality can go hand in hand.

Thank you, Line and Janicke, for sharing your journey with us!