why?

Our mission is to push the fashion system to a more honest direction to stop the overconsumption and the harmful impact on the environment

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, where low prices and novelty is the only reason to buy. Our vision is to help sustainable fashion fill the future market of fashion, pushing the system to a more transparent and honest direction given place to new models which will help to stop the overconsumption and the harmful  impact on the environment

 

We create beautifully designed pieces, crafted from the most responsibly sourced materials, designed for circularity and locally made. But that’s only a part  of our purpose. We’re also here to help you become more conscious in the relationship with your clothes. Unsustainable consumption patterns  relies on lack of knowledge of the real cost to the earth that our purchases have. We believe every informed customer is a pillar for a more sustainable future and  the key to get a balance in the environment.We want to create a community that can help us to spread all this knowledge in order to speed up the change in the industry. 

 

Honesty means we reveal what is achieved and what is not  taking account of all sustainability facts. Radical honesty  requires  an ongoing assessment as a whole brand, that is why we have created  our  sustainability scores  and  traceability maps showing all our information about our whole brand. You can also see  information about  every product: biodegradability, traceability reached and  water footprint. Our criteria of sustainability is built on   below pillars .You also  can see a sum-up in our do’s & don’ts.

rothelabel-values-ethos

CIRCULAR DESIGN

reciclability

We believe that is our responsibility to consider and reduce our environmental footprint at every step in the process.  We need to change to a circular economy instead of linear economy. Our approach to sustainable fashion is based on circular design principles, aligning clothing design and recycling processes.  Circular means after many years of use, materials can be easily upcycled and never ends up as waste. Upcycling means clothes could be used to make clothes again, not  insulation or mattress stuffing.

Less than 1% of the fiber used to produce clothes is recycled into new garments so we need to improve recyclability.  We researched the existing  recycling industry in Europe to know which are the main causes clothes are not being massively recycled: fabrics blend with synthetics, polyester thread, synthetics appliquees as sequins, embroidery, difficult to remove  positional and all over printing clothing as it is preferable one color to make easy sorting.We have designed our clothes using that information  in order to improve the recyclability. We have listed these circular design guidelines, as design to make  recycling easier,  in every product to show clearly which is our circular  design direction.  

The European Commission reports that EU consumers discard 5.8 million tonnes of textiles every year: only 25%  post-consumer 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. As recycling technologies are at an early stage if our clothing ends in landfill or incinerate, our undyed cellulose-based clothing can be given back to earth becoming nutrients for the soil, not polluting the world with chemicals, heavy metals at landfills as even the threads are plant-based and home-composting certified. This is only possible because of GOTS certified fabrics and Oeko-tex 100 certified trimmings, most of the dye stuff contain heavy metals that will pollute the soil and the air.   

PLASTIC-FREE BRAND

natural materials

We’ve worked hard to keep plastic out of our products. We produce every piece under careful consideration of natural renewable resources. One of our main concerns is about microplastic ocean pollution and fresh water scarcity. The fashion industry is further the second largest consumer of water, responsible for 20% of industrial water pollution from textile treatment and dyeing, and contributes 35% of oceanic primary microplastic pollution. By using natural material, we  reduce environmental impact and  help to close the loop at the end-of-life stage of production.See more about our materials.

Synthetic fibers washing releases microplastics into the water and most man-made cellulose fabrics release toxic chemicals to the environment that are provoking starvation to marine species. Every raw material must be organic in order for us to use it, including  certified organic linen and cotton fabrics, buttons, labels and  lyocell threads.Dig deeper about renewable resources and why synthetics  should be shifted away for everyday wear. 

WATER FOOTPRINT

rainfed fibers

We need to  reduce urgently fresh water usage in fabrics. We are committed to have in our permanent collection mainly styles made in low water consumption fibers, as organic linen or rainfed cotton. We prioritize undyed materials, by using botanically grown color in our products we reduce even more the water footprint and chemical pollution. We are commited not having materials from  water-scared regions. See more about our materials .  

We have focused on knowing which is our water footprint, asking directly to the suppliers. You could ask why we have not left this technical investigation on external audit partners. The answer is it is usually based on averages not in the true origin and after knowing that usually cotton is published that it is 90% less water usage is not true if it is from an irrigated region. 

You can see our water footprint in the product page and  use our water footprint filter. Some of the suppliers  are not still so committed with transparency but we keep pushing to unveil this information.

traceability

Our responsibility, as a sustainable fashion brand, goes beyond the online store; we want to build a company based on transparency. Taking into consideration where materials are sourced and manufactured is crucial to reduce impact  and make conscious decisions in material soucing.  It helps  us to select materials priorizating the closer origin than selecting by pricing. It helps to reduce co2 emission and to know the water footprint of our fabrics. . We put a lot of effort into 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.Dig deeper about our traceability

ASK WHERE IT CAME FROM, WHAT IS MADE OF, HOW IS IT MADE AND WHO MADE IT

MADE IN SPAIN

locally sourced

We produce in Spain to promote local community development and provide work to small businesses. We think apparel should be manufactured by people that can buy themself the clothing they are sewing. It is not enough just using eco-friendly materials if we want to reduce our footprint. World  trade should be minimized if we want to fight against the loss of diversity. We work closely with small family-run apparel factories in Barcelona  that guarantee ethical and  good working conditions and labor practices. It allows us to establish long-term and close  relation shifts with the people we work with, guaranteeing sustainable business in the long run. We commit to collaborate with artisan craftsmanship in Spain  who keep the trades of the past alive textile. We started with our own design pieces made from hand-woven palm leaves in Andalucía.

We source materials priorizating made in  Europe  to reduce environmental impact. Shipping by sea is one of the causes for extinct species because ships transport invasive species in their tanks. Localism fights against the  indiscriminately sourced raw materials. It helps to ensure a better management of wastewater treatment compared to Asian  countries.We work with european industries that have been established In Europe for centuries.  

DESIGNED TO LAST

loud & timeless 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 woman. Ro is more than a 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 rethink fashion and lifestyle. 

We produce our clothing by focusing on lasting design, materials and craftsmanship. We take into account both emotional and physical aspects using materials which balance durability and biodegradability. 

We prevent emotional obsolescence creating a 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 make 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 seasonless design direction rather than rigid seasonal fashion timelines. We’ve been working hard, sampling and re-sampling taking our time to create our best fitting  jeans and t-shirts. 

CONSCIOUS COMMUNITY

rethinking ownership

We want you to buy less, so we would like to ask yourself if  you will wear it at least 100 times or 35 to 50 cleaning. If the answer is yes, go for it. We hope you use it many more times than that. If the answer is no maybe you don’t need it after all.

We love vintage clothing; it already exists which means no new energy or materials are being used. 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 clothing swaps, rental, leasing, split the cost with a friend, second hand clothes. We want to extend the use life of our products so email us and we will provide information about how to repair and your nearest local thrift shop. 

TAKE ACTION NOW

clean your past

We need to take action now. We see “double” agendas that are talking  a lot instead of  achieving sustainable targets using slanted marketing. We have achieved as we can afford right now putting the environment before profits but we know it is a long road. We think it is necessary for the whole industry to be responsible and show not only their recent impact but also their past actions as we think is the fastest  way to balance the environment. This is why we have included in our next steps the aim of becoming carbon neutral as a business. This means we will  off-set what we can’t eliminate through investment into carbon credit programmes.  We hope soon we can do it as soon as we will have a solid business.

 

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 it 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. 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. 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 what we have achieved and next steps.t. See more about our work in progress.

 

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 us 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.

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.