The Sustain Me Collection
The meaning behind the designs
The world of fashion is one of many faces. It could be glamorous, mysterious, rebellious, romantic or anything else designers decide to make it for the season. But at its core the main purpose of fashion is to be a mean of self expression. What kind of person are you? Are you an easy-going, free spirit or a wild rebel? Clothes are a way to tell your story to the world, your own conceptual art piece.
Yet, fashion is a complex system with many layers that often remain hidden from the public. Beautiful photos of alluring garments are only the final touch. These clothes have a story that starts way before they find us. They have passed through the hands of not only designers, stylists, photographers but also seamstresses, farmers and many others. And every single encounter is a story of its own.
The purpose of this capsule collection of sustainable T-shirts and hoodies is to tell a little bit of the not so well-known story of the life our clothes have before they meet us. It is to point out some of the malpractices that take place and that affect us as a society. But it is also to offer a solution to some of the issues by offering you garments from recycled and organic materials.
The fashion industry is a huge contributor to the pollution our world is suffering from – starting from producing emissions and water pollution, going through transport and ending up with garbage in landfills. And the power to change this and make fashion more sustainable lies with us, with you and me. As consumers we are what drives the fashion industry and by choosing wiser we can make things better!
"Never believe that a few caring people cannot change the world. For, indeed, that's all who ever have."
Have you ever thought about the connection animals have to fashion? The most well-known issue is of course the use of fur and leather. Another one is animal testing. Nowadays, more and more people are aware of such malpractices and choose not to purchase products of animal origin or ones that may have involved animal cruelty.
A less known matter is the relationship between fibre cultivation and some of the world’s most admired animals such as leopards, cheetahs, lions, wolves and wild dogs. These fierce predators play a valuable role in the ecological balance. However, they as well tend to pose a risk on wool giving animals like sheep. This makes farmers protect their livestock without considering the impact their methods have on other species.
The U.S. Department of Agriculture Wildlife Services, for instance, is an agency that specialises in killing wild animals that threaten livestock—especially predators such as coyotes, wolves, and cougars. It has reportedly killed over two million mammals and 15 million birds since 2000. However, often this does not lead to less attacked farm animals. “Killing an adult male mountain lion, for example, tends to lead to more attacks on livestock because that established male kept out the more aggressive teenagers.” - writes Rachel Bale in an article for National Geographic.
We believe that such measures are cruel and unnecessary especially when other solutions are available. Shepard dogs, installing fences or having farm animals wear bells to create noise are all efficient ways to keep predators away. Some farmers are even running predator-friendly ranchos where wild and farm animals co-exist.
As a sustainable brand and wildlife lovers, we are completely against harming animals in the name of beauty and fashion. And we would like to trigger you to ask more questions and be curious about the origin of the goods you purchase.
Let the wild souls be wild, buy sustainable and stay awesome!
Drink up, Darling
It’s been an awesome night! You went out with your friends, had a couple of tequila shots.. Well, it’s a bit blurry after that but you danced the night away and it was all a blast! It’s now 4am and you’re dying for a glass of water.
This is how cotton feels ALL THE TIME!
It’s a thirsty, thirsty plant that accounts for more that half of the global apparel production. It is most often found in everyone’s favourite denim pieces and all the cool T-shirts. The cotton used to make an awesome pair of jeans has drunk around 6800 litres of water. A person will drink this amount in a bit more than nine years.
Now, you may have already known about that, but did you know how much water is used to wash this pair of jeans through its lifetime? Another 2000 litres! This is where consumers can really make a difference.
If you have already purchased the “Drink up, darling" T-shirt, you have done one thing to go in this direction. Both the white and black styles are made from recycled cotton, so they have skipped the major part of consumed water. Now, we would like to ask you to wash it only when really necessary. If your washing machine has an Eco option, definitely use that one. And always line dry instead of tumble (this uses waaaay too much energy, but that’s a story for another time).
Buy sustainable and cheers!
Feeling adventurous today? Maybe you want to hop on a plane to a far-away, exotic destination and make some awesome memories. Meet new people, experience foreign cultures, explore the beauty of this wonderful world you are part of. You know who else has traveled quite the distances before you found each other? Your clothes!
Nowadays, most garments are not produced locally. In a study case that follows the 40.000 miles journey of a pair of jeans, there were 13 countries involved on four different continents. Quite the adventure! The truth is fabrics, threads, buttons and zippers all come from different countries. Once they come together in a garment, the journey goes on. Next stop are the distribution centres all around the world. From there clothes finally reach their final destination – the store.
What is wrong with this massive transportation web? It produces huge amounts of CO2 emissions and amplifies the pollution problem we are already facing. On average, transportation accounts for 55 percent of a company’s overall emissions.
However, this is not a problem without a solution. We have partnered with Continental Clothing and used supplies from their EarthPositive® line for this collection. In 2008, Continental Clothing was the first textile company to calculate the carbon footprint of its products. Through a series of actions, they have managed to reduce the carbon footprint of their EarthPositive® products by 90 percent granting them the “Climate Neutral” registered mark.
Funny fact: It is actually less polluting to get goods delivered to your home than to shop in stores. The trip a distribution truck does from a distribution centre to your home creates less emissions than the alternative of delivering the products in the store in which case the customers will have to drive or use public transport to get to the store. According to a study conducted in the UK, if you shop in store, you will have to buy 24 items to account for the carbon footprint compared to just one item in the case of online shopping. So next time you feel too lazy to go out shopping - order online. It’s better for the environment!
Buy sustainable and stay awesome!