Sustainable future
To begin, as a business, we must realize that the fashion industry is one of the world's major polluters. This industry is responsible for approximately 2-8% of global carbon emissions, and if current trends continue, it may increase to 26% by 2050 (Ellen MacArthur Foundation, 2017).
For us, sustainability is not an option; it is a requirement, and we must do everything in our power to minimize our negative impact on not only the environment but also the quality of life of those affected by this business.
Our goal is to be able to offer garments that do not contribute to waste, are created ethically, do not participate in an exploitative system, and that our customers can be proud to wear.
Choosing materials
First, the primary materials for the garment to be manufactured must be properly selected. Plastic accounts for roughly 60% of all materials used in the fashion industry today (UNEP, 2019). This raises major issues about the industry's true intentions. We know that a polyester t-shirt takes between 20 and 200 years to degrade, whereas a cotton t-shirt takes only a few months.
Choosing the correct fabrics for our clothing is critical if we want to be sustainable. We will mostly use biodegradable textiles such as cotton, linen, wool, and silk. However, in other circumstances, synthetics are a preferable option for increased durability.
Production waste
Running a fashion business entails dealing with waste generated by fabric cutting. For each roll of fabric that we use, approximately 10-15% will be discarded on the floor; however, because we will be operating mostly in our studio, we will be able to collect all of this waste and use it to construct new garments. As of 2025, less than 1% of garment materials are recycled into new apparel (Ellen MacArthur Foundation, 2017). Our waste will primarily be used to make shopping and garment bags for our products.
Upcycling
Our brand specializes in working with three materials: denim, leather, and fur, all of which can be obtained at charity stores, Goodwill, and vintage shops. Typically, less than 25% of items donated to charity are sold; the majority are exported to developing countries or end up in landfills (Secondary Materials and Recycled Textiles Association). To mitigate the damage, we plan to incorporate repurposed clothing into our products. There are already enough garments on the planet, and not using them only contributes to additional waste production.
*Upcycling, also known as creative reuse, is the act of transforming byproducts, waste materials, outdated or undesired things into new materials or products of greater quality, such as artistic or environmental value.
Dyes
At least 90% of today's textiles are dyed synthetically (goodonyou.eco), and the United Nations Environment Programme reports that textile dyeing is the world's second largest polluter of water. Synthetic colours are also extremely toxic to the human body. Skin and eye irritation, neurotoxicity, and cancer are among potential risks (goodonyou.eco).
Because the brand's colour palette is based on earth tones, we can easily incorporate natural dyes and mordants into our products to add colour. These dyes use less water, emit no pollutants, and are harmless to humans. Texture and colour are two of our primary design pillars, and we are constantly looking for new ways to incorporate them.
Our typical dyeing procedure begins with immersing the cloth in water, producing a dye solution, and then dipping the fabric until the desired colour is achieved. We employ a blend of traditional dyeing techniques, including Adire, Batik, and mud dyeing, as well as our own brand techniques like piece-dye, ferment dye, and brush dye.
Sustainability necessitates transparency, which is why our consumers will always be aware of what they are purchasing. The product description will include information about the many techniques used to achieve colour, the materials used, and how to care for them. We design our garments with durability in mind, ensuring that they will resist years of regular wear and tear.
