Welcome to NEW WORLD GUARDIANS
NEW WORLD GUARDIANS is a curated marketplace for high-quality vegan and sustainable fashion, created for people who want their purchases to make a real difference.
✔ Every product is vegan & cruelty-free.
✔ Every purchase supports amazing aid projects.
We connect conscious consumers with brands that share a vision for a more compassionate and sustainable world.
Shopping at NEW WORLD GUARDIANS means three things
⓵ 100% vegan, cruelty-free and sustainable fashion
Every brand on our platform is carefully selected to meet strict sustainability and ethical standards.
② Supporting meaningful aid projects
With every purchase, you help support underrepresented aid projects led by passionate founders who are creating positive change in their communities.
③ Becoming part of a community of Guardians
Our supporters are more than customers. As a Guardian, you join a growing movement of people who believe fashion can protect animals, people and the planet.
Your vegan marketplace for sustainable fashion & real impact
NEW WORLD GUARDIANS was created to bring together ethical fashion and meaningful impact.
Our platform connects conscious consumers with innovative brands that prioritize sustainability, cruelty-free materials and responsible production.
We are proud winners of the PETA Vegan Fashion Award 2025, recognizing our vision to unite sustainability, innovation and compassion.
Every brand featured on our marketplace is selected according to strict sustainability criteria, helping you shop with confidence and clarity.
Every purchase creates impact
When you shop at NEW WORLD GUARDIANS, your purchase supports:
• sustainable fashion brands
• responsible and cruelty-free production
• underrepresented aid projects around the world
Fashion becomes more than style – it becomes a force for positive change.
Meet the Founder
NEW WORLD GUARDIANS was founded by Anja Grundböck, an entrepreneur, photographer and long-time advocate for conscious living.
Throughout her career in photography, Anja created socially critical projects addressing issues such as the fur industry, factory farming, addiction and child abuse. Her work was driven by a desire to raise awareness and inspire positive change.
She later founded a model agency with the vision of improving how models are treated in the industry and creating a more respectful and ethical environment.
The idea for NEW WORLD GUARDIANS originally began as a social impact NFT project designed to support meaningful aid initiatives. Over time, the concept evolved into a curated marketplace for vegan and sustainable fashion - a place where every purchase supports responsible brands and underrepresented aid projects.
Anja has been vegetarian for many years and vegan for several years, guided by a deep respect for animals and the belief that all living beings deserve compassion and dignity.
A community of Guardians
NEW WORLD GUARDIANS is more than a marketplace.
It is a community of people who believe that fashion should respect life, protect the planet and support meaningful change.
Through innovation, collaboration and shared values, we aim to help make conscious consumption the new standard.
As GUARDIANS, we unite to build a NEW WORLD where sustainability thrives and all living beings are valued.
Welcome to the new world of conscious shopping
Are you looking for a place where you don't have to choose between style and a good conscience? Then our vegan and fair fashion online shop is exactly the right place for you. We have made it our mission to rethink fashion and offer a platform that combines aesthetics with ethics. As a sustainable online shop, we check every brand against various sustainability criteria. We know how opaque the fashion industry can be, and we do the research for you. With us, you will find curated collections that were created under humane conditions and with respect for the environment. Here, shopping becomes an experience that feels good – for you and the planet.
Fairtrade fashion: Quality you can feel
For us, the term Fairtrade fashion is not an empty marketing buzzword, but the basis of our actions. Clothing that is made fairly simply wears better. You can feel the quality of the hand-picked organic cotton, the softness of Tencel, or the robustness of recycled fibers. But even more important is the invisible label: The certainty that there is no exploitation in your garment. In our Fair Fashion Online Shop, you will find brands that pay living wages, respect the rights of their employees, and prohibit discrimination. We support small manufactories and innovative start-ups that want to revolutionize the industry. Every T-shirt, every pair of pants, and every shoe in our assortment tells the story of people who are valued for their work.
Your impact as a consumer in the sustainable online shop
Every purchase is like a ballot. When you shop in a sustainable online shop, you vote for a cleaner future. Conventional "Fast Fashion" causes huge mountains of garbage and poisons water bodies. We at New World Guardians focus on "Slow Fashion" – durable designs, high quality, and timeless elegance. Our goal is to make access to fair fashion as easy as possible for you. We want to inspire you with transparent communication and a responsibly put-together assortment. Whether you want to switch completely to Fairtrade fashion or are just starting to deal with the topic: We accompany you on this path. Discover your new favorite pieces and become part of our community that loves fashion and protects the world.
