I came across this on the non-lemmy alien website a few years ago and have bought most of my clothing there since.
The concept is a bit different than a normal webshop: you have to become a member in order to buy their products. However, all products are sold at cost.
The idea is that the incentive is different: if their income comes from the memberships, then they can give you the highest quality products because they’re not dependent on stuff breaking and you buying more. It’s a more sustainable practice and I really love it. You get the absolute best quality but without the 300% markup for having a little horse logo on your shirt.
They’ve been around for a few years now and I hope the concept works (not sure if they’re still running on VC money or if they’re profitable yet). It’s probably quite difficult to get people to become members (and stay members after they’ve purchased what they need).
Edit: they’re also transparent about where each product is made, with many of them being manufactured in Spain, Italy, Portugal (as well as some outside the EU)
Note: not affiliated with them in any way. It’s just that if more people know these guys and become members, there’s a higher chance that they won’t go out of business (and I can keep buying their stuff).