THOUGHTS ON ENVIRONMENTAL IMPACT

SUSTAINABILITY

At this time of great change it is imminent for the fashion industry as a whole to become conscious of ways to do things better. Although we have always been conscious of our choice of suppliers and raw materials, we have never been able to make totally sustainable choices as this is not a possible option in the way the fashion industry works today. What is sustainability, there is no fact checklist, all production is basically unsustainable and we can always improve on our impact. The fashion industry must work together to develop our production methods and raw materials into a more sustainable quality.

We can do small things like reducing our plastic use and making sure our products are made of a quality that can last many many years. We use EU-approved dyestuffs on "natural" viscose fabrics which in their final end-of-life state are able to return to the natural cycle by degradation in compost. Viscose is a man made fabric produced from woodpulp, biodegradable, and renewable. Viscose is at the moment a good alternative in the fashion industry regarding sustainability, however it is not perfect as there are many chemicals and water used in its production. The raw material company Asia Pacific Rayon in Indonesia have implemented reforestation as one of their paths towards more sustainability and especially our crinkle garments are issued with an APR hangtag where you can read about their production.

SLOW FASHION

We have also always been aware that we use the same suppliers for all our production in the knowledge that we are mutually dependent on each other and need to have long-lasting relationships where we support each other. We are with our suppliers able to produce the amount of goods that our retailers have ordered, this is very unique in this industry and also makes our production more expensive. This is the principle of slow fashion. Normally the bigger quantities you produce the cheaper the price. So as opposed to many big productions we do not have any overproduction that then has to be sold cheaply or will end up in a land-fill. In fact we would like in the future to be able to say that our products are so unique and that our production is so small that most of our articles of clothing are actually limited edition. We also like to say that our collection is universal in the way that it is not seasonal, and can be used all year round.

DESIGN FOR LONG TERM WEAR

Our collection is very versatile and long lasting in many respects. We use high quality sewing, dyeing and material selection, and our styles, shaping and cuts, as well as the use of crepe material, allow the end user to have minor changes in body shape over the years, with our adjustable fit accommodating this.

We use many standard well-proved styles that our customers know and can re-buy at a later date in a new colour if they find that a certain shape fits them well. We are happy that our customers appreciate all the effort and work that goes into designing and producing our collection.