Our business model for creating a better world

We have set up our own production inside the women's prison in Cusco, Peru. This means that we are hands on with every step in the production process. We buy the materials, we employ the women, we pay their salaries and do quality control before exporting all the products to Copenhagen where we revise everything again. Our production manager Heber and our regional design manager Meike live in Cusco and they go to prison every day and manage the workshop. Our team from Copenhagen travels there 4 - 5 times a year and work alongside the women. We invest in our production, and for us that means investing in relationships with each and every one of our employees.

We started Carcel in order to have a positive impact in the world through good wages for women in prison, using only the best materials and making quality designs that our customers will want to keep wearing again and again and again. 

Our products range between $100 and $1000. Our prices reflect the amount of material used and the time spent making it. We divide the price of a sweater into three brackets: 1. unit production costs, 2. social impact investment and 3. business development:

1/3 Unit Production Cost

The unit production cost covers all expenses in the production of the sweater. This includes materials, salaries, duties, taxes and fees, transport, packaging and shipment. Each woman contributes to a team production line where all are able to earn a living wage. Currently, each woman is paid $17 for each item she makes and on average, it's possible for them to make one to three items per day. All of the women are paid directly by our local production manager inside the prison. They are paid once a month based on how many units they have made.

2/3 Social Impact

The amount of money that we spend on social impact investments benefit both the women in prison and future development of our business. The fact of measuring the impact and doing field research in prisons is really important for us. We invest in new machines, training workshops, skills development and infrastructure inside the workspace. We are the first company to set up a high quality production inside the prison, and it takes time and ressources to do it well. We are constantly looking to see how we can make the production even better, so we can expand and make a bigger impact. We train the women and give them new skills and we are constantly developing the prison working space and the machines that we are using.

“We invest in the women in prison, in the best materials in the world, and in designing beautiful designs that can create a new market. The more we sell, the more women we can employ, and the bigger change we can create”, says Veronica D’Souza, CEO and Founder.


3/3 Business Development

Business development is fundamental for our future. This covers all sales and marketing, design and product development and all of our business operations. We are determined to get our story and products out to the world, as the more products we sell, the more women we can employ and the bigger impact we can create. We are in it for the long run, and where we set up, we stay. But our vision is global, and we are constantly on the lookout to identify new places in the world where there are high rates of poverty related crime combined with sustainable, quality materials. Our dream is to be in 3 - 4 different countries, working with 3 - 4 fantastic natural materials and help break the spiral of poverty for women in prison there within the next 5 years.  

We believe in transparency and sustainable change where each sweater solves a problem rather than creating one. Thank you for being part of this change.

If you have any questions regarding our model, please contact:


Our business model for creating a better world Our business model for creating a better world