So Long

Dear Customers and Friends,

Life is a journey, and sometimes the most meaningful adventures begin when we set sail into the unknown. After an incredible chapter with Kokoon, I’ve decided to close our physical store from mid June 2025 and pause both our webshop and all other activities for an indefinite period. 

This is not goodbye — it’s a voyage. I’m letting the winds guide me, without a fixed destination, trusting that the right shores will reveal themselves along the way.

Personally, I look forward to experiencing what a pause can bring - especially in a world where everything moves so fast. Embracing stillness feels like the right path at this moment.

I feel torn about the fashion industry. Even though I’ve always strived to act responsibly, I still find myself conflicted about being part of a business that, in so many ways, continues to act against its own future.Greenwashing has become widespread. Overproduction and waste remain the norm. And while sustainability is spoken about more than ever, meaningful change is still too slow.

The constant race for attention — and the pressure to always be visible, to perform, to produce and promote without pause - has created a culture that feels increasingly disconnected from what truly matters.  In the landscape of social media, raising the loudest voice, often overshadows both authenticity and true craftsmanship.

So this is my quiet protest and heartfelt plea:

Let’s slow down, produce less, choose cleaner fibers, design with longevity in mind and truly rethink the way we make and promote clothes.

Less talk, more action.

True sustainability isn’t about selling more — it’s about creating better.

While Kokoon rests in its cocoon, I encourage you to cherish the pieces you already have. Find new ways to wear them, rediscover their beauty, and let them evolve with you.

And just as a cocoon transforms, I trust that Kokoon will one day unfold in a new form, shaped by time, inspiration, and the natural flow of change.

As I take this step to explore new ideas and possibilities, there might be pop-ups, and the webshop will occasionally reopen for shorter periods to sell remaining stock. If you’d like to stay updated on these moments, be sure to subscribe to our newsletter.

I’m deeply grateful for each and every one of you who has been part of this journey. Your support, kindness, and presence have been the true heart of Kokoon, and I carry that with me wherever the winds may take me next.

For now, I’ll let the tide lead the way, trusting that the next chapter will unfold exactly as it’s meant to.

With love and gratitude,

Nanna

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