Our mission is to, not only empower customers to consume for the better, but to show the fashion brands how it can be done.
The goal of this start-up is to challenge the processes of the fashion industry in every way possible. The fashion industry is the second most polluting industry in the world and is continuously entangled in human right breaching scandals.
Changing this industry for the better, requires a mindset change of the consumer. To change from a consumerist lifestyle to a more wholesome and considerate way of purchasing. However it is mostly the responsibility of the brands to make drastic changes and to inform the customer on the (improved) practices.
According to the different parts of the cycle, we will elaborate on how we do things differently and what impact this has.
Our starting point is the fabric
In the traditional industry the cycle starts with a concept and a design, to then find the fabrics that fit with these ideas. We start with sourcing the fabric. We select fabrics with a minimal impact on the environment and then conceptualize and design around it. Our first collection is made of 100% upcycled high-end hotel sheets from 5-star hotels in London and Amsterdam. These fabrics are professionally washed and ironed. The fabrics are then cut with a lasercutter (while minimizing waste) and sewn by our talented seamstresses. We are looking forward to introducing many other upcycled products in the future.
Impact of a blouse made of upcycled high-end cotton:
- By purchasing a blouse made of upcycled cotton, 2700 liters water is saved. This is the amount that one person drinks in a year (Source: National Geographic)
- Also, for producing cotton, many pesticides are being used, which degrades soil, pollutes water and harms the cotton pluckers. About 16% of the worlds pesticides are used in cotton production (Source: Ellen McArthur Foundation)
- Washing one synthetic garment releases about 2000 plastic microfibres which end up in the ocean and food chain (Source Browne M.A. et al 2011
Agility through working with small ateliers in Europe
We are currently trialling a model where we work with individual tailors in Europe. This allows for testing with small quantities and reducing overstock. It also gives the opportunity to produce on demand. Moreover, the items will need less kilometers of transportation. Lastly, we hope this empowers tailors in Europe with increased work opportunities and better wages.
Using single component natural fibres
Using only natural fibres that consist of one component, makes recycling much easier. This avoids fabric ending up in landfill and allows for the fabric to be transformed into a new product without the impact of fabric production as mentioned above (§ Our starting point is the fabric).