All environmental problems are directly or indirectly linked to overconsumption, the current consumer behavior. The earth cannot bear the resources needed for the endless growth economy relies on. We should change the game putting our planet before profits. The pace is simply too high, the seduction that involves fashion has turned into some kind of nonsense consumerism. Our vision is to help sustainable fashion fill the future market of retail, pushing the system to a more transparent direction. We believe every informed customer is a pillar for a more sustainable future.
honest & loud style
We’re committed to delivering essential designs with a conscience. The brand aesthetic embodies an effortless and flattering style and aims to provide long lasting, practical yet beautifully designed garments for the modern eco-minded. Ro is more than slow-fashion clothing brand; it is a call to action. We want to be proactive, promoting awareness by sharing positive messages inspiring more people to do good things and offering a way to express your opinion while looking feminine.
We believe that is our responsibility to consider and reduce our environmental footprint at every step in the process. Our approach to sustainable fashion is based on circular design principles, which means that after many years of use, materials can be easily upcycled and ultimately could be given back to earth becoming nutrients for the soil, not polluting the world with chemicals, heavy metals or textile waste at landfills. Every raw material must be organic in order for us to use it, including buttons, labels and threads. Circular design involves the way products are designed in order to make easy upcycle them. Upcycling means clothes could be used to make again clothes not lower-value products as insulation or mattress stuffing. Less than 1% of the fiber used to produce clothes is recycled into new garments.
The European Commission reports that EU consumers discard 5.8 million tonnes of textiles every year: only 25% are being reused or recycled by charities , while the reminder, 4.3 million tonnes still ends up in household bins every year with around 20% of this going to landfill and 80% incinerated. We researched the existing recycling industry in Europe to know which are the main causes clothes are not been recycled and we have thought our clothes improving the design in order to improve the recyclability. We have listed these circular design facts in every product to show clearly which is our design direction.
UNDYED & LOW WATER FOOTPRINT
We’ve worked hard to keep plastic out of our products. We produce every piece under careful consideration of natural renewable resources, including undyed GOTS certified organic linen and cotton fabrics and lyocell thread. We think using safe and renewable material is the only way to closing the loop at the end-of-life stage of production, that is circular economy. Synthetics fibers washing release microplastics into the water and most of man-made cellulose fabrics release toxics to the enviroment. One of our main concerns is about water pollution and scarcity. We are committed to have in our permanent collection mainly styles made in low water consumption fibers and mono-fiber fabrics. We prioritize undyed materials, by using botanically grown color in our products we reduce even more the water footprint and chemical pollution. See more about our materials facts. Our company continues to explore new ways to become a forward-thinking brand by searching for innovative and alternative ethical materials and whilst taking into account the durability and life cycle of our materials. Dig deeper about renewable resources and why synthetics should be shift away for everyday wear.
know the origin
Our responsibility, as a sustainable fashion brand, goes beyond the online store; we want to build a company based on transparency and traceability. Taking into consideration where materials are sourced and manufactured is crucial to make conscious decisions. We put a lot of effort in to offering information about the origin, composition and location of manufacturing of all components we use. It has not been an easy way, but it is necessary to redefine the process of the whole industry showing information that helps to reflect the real cost to the planet. We like real facts so we provide them about our whole brand, every product and materials we use. Dig deeper about our traceability. We encourage taking personal responsibility and informed purchasing decisions so don’t forget to read the label. We like demanding and curious people so please contact if you have any doubt about our certifications and facts, our main goal is to forge an informed eco-conscious community so your concern is an achievement for us.
ASK WHERE IT CAME FROM, WHAT IS MADE OF, HOW IS IT MADE AND WHO MADE IT
MADE IN SPAIN
All our gartments and accesories are made in Spain and most of the fabrics and trims in Europe to reduce CO2 footprint in addition to promoting local development. It helps to ensure a better management of wastewater treatment compared to Asian countries. We try to reduce the journey of our fabrics that is why our French organic linen is our essential fabric. We use the nearest location where natural organic cotton can be found , Turkey. For now on naturallly colored cotton in only available in South America. We also have other ancestral materials available such as corozo or natural rubber that can only be found in certain climates around the world.
We commit to collaborate with artisan craftsmanship and textile industries that have been established In Europe for centuries. We collaborate with the best craftsmen in Spain who keep the trades of the past alive. We started with our own design pieces made from hand-woven palm leaves in Andalucía. We work closely with small family runs apparel factories in Spain this guarantees good working conditions and labor practices. It allows us to establish long-term relation shift with the people we work with, guaranteeing sustainable business in the long run.
DESIGNED TO LAST
We produce our clothing by focusing of lasting design, materials and craftsmanship for the customer who appreciates slow fashion. We take into account both emotional and physical aspects using materials which balance durability and biodegradability.
We prevent emotional obsolescence creating timeless and versatile aesthetic with clean and feminine silhouettes. We are fighting against the current fast fashion system that replaces style and durability with trends; We always favor quality over quantity that is why we produce limited small-batch pieces that makes up our permanent collection. This allows us to achieve better quality as we have more time to offer the best product in a sustainable process. We work on transeasonal design direction rather than rigid seasonal fashion timelines.
We love vintage clothing; it already exists which means no new energy or materials are been used. Our styles are designed to be complemented easily with the existing range of good quality second hand which share our aesthetique. That is why you can see our styles combined with vintage gems. We encourage rethinking the definition of ownership in fashion so your first option will be mending, swaps, rental or second hand clothes. We want to extend user life of our products so email us and we will provide information about how to repair and your nearest local thrift shop.
work in progress
Being successful for us means being proactive in looking for new materials and processes which reduce water footprint and Co2 emissions. We strive to improve our measures and further reduce our impact further with every product we produce. We constantly ask whether there are more sustainable ways. We are seekers, curious and by no means perfect. We are on the path to build a brand in a better way, but we know is a long one. We are concerned that environmental considerations and solutions need to be embedded at the earliest possible stage of the product design and manufacturing process, this enables us to implement a change in practice to get to a real closing loop in some products and the necessity to push the industry to make investment in recycling process.
As much as we get informed about the materials we are making steps towards sustainability and we have been changing our preconceived ideas. We know that our business activity could be seen as a part of the problem but we work to change conscious sharing what we have learnt. See more about we have achieved and next steps.
OUR CONSUMPTION CHOICES DEFINE THE KINDS OF PEOPLE WE ARE
AND THE KIND OF PLANET WE WANT TO LIVE IN. JOIN US IN THE
MOVEMENT TOWARD A NEW KIND OF CONSCIOUS STYLE.