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Many garments are made from organic cotton, and many articles are produced within Europe to keep transport routes short. The Racing Sweatshirt, for instance, uses 310-gram sweatshirt fabric blending organic, recycled and BCI cotton, and it is produced in Portugal. Packaging is reduced where possible and uses recycled paper and plastic. Recycling and upcycling shape product selection, and production chains, materials and packaging are reviewed regularly.

The collection began in 2016 and centres on the colour magenta paired with the Telekom T logo, combined with exclusive fashion and product design. Magenta is the central colour, and the T logo is treated as a statement of pride in the brand and the company. Deutsche Telekom AG is the company behind the shop. Clothing such as the Racing Sweatshirt, the Metal T Edition and Festival trousers is displayed next to pins, stickers, bottles and a beanie. Pieces are meant for the office and everyday life alike.

Partner and project collaborations add further lines, including an adidas zip jacket, Pocore jeans and ALPHA TAURI designs. The LOVE MAGENTA Studio offers print-on-demand designs that are added regularly. A small pop-up store has operated in the Bonn corporate headquarters since autumn 2018, where the full collection is available to try on before buying online.

Returns must be requested within 14 days of receiving the goods through the returns section of the account. A return label is emailed once the request is processed, and the return shipment is free of charge. Withdrawal from an order is possible online with one click and without giving a reason. Customer service is reachable by email.