WHAT IS ‘SUSTAINABLE FASHION’?
An important step towards creating a sustainable fashion industry involves using and choosing sustainable fabric. While cotton is one of the most popular fabrics used in clothing, it requires an incredibly large amount of water to grow as a crop, along with toxic fertilizers, pesticides and harsh chemicals in its dyeing process. Sustainable alternatives we use include: recycled cotton, organic cotton & upcycled cotton, recycled polyester and ‘reclaimed fabric’. Reclaimed fabric is a sustainable option because it is leftover or unused fabric that has already been produced and would otherwise go to waste. Because of this, we are able to avoid the use of chemicals and dyes.
OUR GREEN HQ.
Once our clothing arrives at our HQ in Linz, the sustainable journey continues. We re-use packing materials and boxes to package online orders, and we encourage customers to further recycle their packaging. This means we’re able to use fewer resources and cut down waste. Our HQ was also sustainably designed, because we believe that our passion for the environment should be made visible in every aspect of our company. All of our shop fittings were made from repurposed and upcycled materials, including steelwork and wood that used to belong to a plant nursery, and most of our office furniture was purchased secondhand. We also minimised the amount of paint we used, choosing to rather celebrate the natural, raw quality of the space and its fittings. We’ve filled our store and office with plants, mainly because we LOVE plants, but also because they improve our work environment and help with temperature and air quality regulation. Most of our plants were donated and we treat them as part of the team.
As a company, one of our goals is to educate our community and make consumers aware of the issues that the fashion industry faces. We do this actively through our social media channels and detailed website content. We also encourage our customers to make sustainable choices and to become part of the slow fashion movement, involving not only their buying decisions but also what they do with their clothing when they’re finished with it. We suggest responsible ways to deal with unwanted clothing so that it doesn’t end up in landfills; some of these suggestions include donating to a charity or non-profit organisation, selling to a second-hand store or doing a clothing swap.