The goal of this project 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 taunted by human-right breaching scandals.
According to the different parts of the cycle, we will elaborate on how we do things differently and what impact this has.
In the traditional industry the cycle starts with a concept and a design, to then find the fabrics that fit with these ideas. Our starting point is the fabric. We source fabrics with a minimal impact on the environment and then conceptualize and design around it. Our current collection is made of 100% upcycled high-end hotel sheets from 5-star hotels in London and Amsterdam. These fabrics are shipped directly to the country of manufacturing where they are professionally cleaned and ironed.
Saved impact of an upcycled high-end cotton garment:
- By purchasing a blouse made of upcycled cotton, 2700 liters water is saved. This is the amount that one person drinks in a year.
- Also, for producing cotton, many pesticides are being used, which degrades soil, pollutes water and can be harmful to the health of cotton pluckers. About 16% of the world’s pesticides are used in cotton production.
- Washing one synthetic garment releases about 2000 plastic microfibres which ends up in the ocean and food chain.
It is our mission to make durable wardrobe staples that you will love and wear for years to come. We aim to design timeless pieces that stand the test of time in terms of quality and style. We have thoroughly researched how high-end items are constructed, to guarantee a long lasting product life cycle.
We produce with two family owned production facilities in Romania. We choose Romania as a production country because of the proximity to our headquarters, the quality of work and the competitive yet fair pricing. Being part of the European Union, means that Romanian enterprises have to abide by the human rights values as laid down in the EU treaty. We are in close contact with our producers and visit the facility on a regular basis.
The seasonal cycle in the traditional industry is very long. Collections are bought by retailers more than a year before the items end up in the store. This requires reliance on historical data, to estimate the sales. But because of unpredictable weather, fast changing trends and currently pandemics, every fashion brand and retailer still deals with overstock that then has to be discounted. Quite nice for the customer to get a good deal. But what if we could reward the customer in advance with a discount? Giving the customer the opportunity to pre-order with discount, allows for a more accurate estimation of projected sales.
Using only natural fibres that consist of one component, makes recycling much easier. This avoids fabric to end up in landfill and allows for the fabric to be transformed into a new product without the impact of fabric production as mentioned above. When a garment has really reached the end of it’s lifecycle it can biodegrade in a compost.