02 > artists > our approach

Our approach is set out in our manifesto and can be summarised in three key ideas: positive action, inspiration and respect.

Our primary objective is to support and promote inspiring artists and to diffuse their work as widely as possible. The idea is to make their work accessible to the largest possible number of people.

We produce the works in a number that allows us to offer them at an affordable price while at the same time ensuring that the artists get a fair price.

Our second objective is to use our activity to show that responsible business practices inspired by fair trade and sustainable development truly work. We have chosen to exist in the market as a source of inspiration and to showcase successful responsible practices.

more than just another editor

Our ambition is to be much more than just another art editor. We constantly (re)invent ourselves in our interaction with the artists. We invite them to join the label for the duration of a project. We act as a catalyst, as a laboratory. Our role is to encourage them to explore, experiment and to create inventive works for the Artfriendly public.