[rɔ:] [ro:]

Raw and roh phonema

"in its natural state"


  The future of sustainable  fashion will not be guided by corporations. It will be by people with visible values, enough knowledge and awareness about how the industry should urgently redirect and who can implement solutions to the environmental crisis.  Conscious consumers want to know who is behind the curtains, if the values behind the brand that is supporting align with theirs and if  the business is created by truly environmentally conscious people. Creating sustainable products is not enough anymore. Companies led by people only interested in sustainability from an economic point of view,  have no truthful connections to environmental issues. We see double agendas, such as the combining of sustainability and economic growth sometimes with the excuse as maintaining jobs for textile workers, but we believe in local economy besides these countries will be the ones with bigger climate change consequences. Most of the current fashion companies rely on fast production which is possible by copying  and moving where labor and environmental laws have low standards.


We are in an emergency climate, we cannot be radical enough on climate crisis actions, quoting Attenbourough. It is necessary to speed up to save the Earth. The truth is, the world doesn’t need another fashion brand. The  elephant in the room is the overconsumption of  textiles, it is the larger problem that must be tackled. But the reality is also that while we get there, we need new transparent  industry models that push the change and unveil the damaging side of the industry creating a well informed community. This is why I felt a need to turn down the pace a little and  fit my values in my professional life. My love for fashion started in second hand markets and  I have always believed preloved and lasting natural quality clothes are the best option but this was not enough, I decided to take action.Due to my love for the oceans, I gradually became aware of the impact on the water that the fashion industry involves. Another of my main concerns is the lack of  relevant and accurate information about sustainability that the fashion market offers. I wanted  to bring the transparency that characterizes me in my personal and professional life, so  after more than 9 years as fashion designer I decided to create an honest brand out of my comfort zone and beginning the unfinished road to learn how to reduce environmental impact and to create a movement that put the honesty and sustainabilty in the centre of fashion industry.



From the last few years I have been learning as much as I have been able of sustainability and circular fashion. I usually rely on knowledge  provided for independent organizations such us as Mistra Future Fashion and Greenpeace and share my concerns with the Union of Concerned Researchers in Fashion.  Creating products for circularity needs a change of mindset, a good understanding of the complexity of supply chains, material and the requirements of existing and available textile recycling industries. Embed  environmental values into aesthetic experiences in the context of sustainable fashion requires constructing a new basis for value creation and  educating our aesthetic taste to appreciate the environmental impact during all phases.


Thanks to all the people who have helped and  made me to get where I am now as well as all the suppliers who have patience with this necessary journey.


Rocío Cota