When deciding what to do, we thought it would also be helpful to talk about what we are not doing in order to help you to discern which are the most common greenwashing issues.
no targets for 2030
which can be achievable now. we are facing a climate breakout; we can’t wait to take action. We must rethink the boundaries and shake the foundations of the whole fashion industry now. Urgent and multi-faced problems will not be solved as a long-term transition issue, we all should challenge the status quo. Some brands are setting future targets which could be solved right now just only to “talk” about sustainability but what to expect from companies founded by unconscious people.
no recycled polyester for everyday wear
as it releases microfibers to oceans as the virgin one which is causing a harmful impact in oceans provoking starvation in marine species. It is more energy intensive to recycle PET into a fiber than to use organically produced natural fibers and it is degraded so after a 2 down cycles process. There is a lot we don’t know about microplastic pollution so minimizing the shedding in the laundering process with a polyester bag is a slow commitment taking into account the climatic urgency that we face.
no polyester thread
to ensure biodegradability and easy recycling of the whole product. Using synthetic polyester thread that makes a monstrous hybrid product that is avoidable and impossible to recycle. The resulting yarn recycled of such a mix is no longer biodegradable and so is unsuitable for value retention in biological cycles. We follow circular principles design so we use lyocell sewing thread and cotton for embroideries. We think blended fabrics can be needed for functionality, technical reasons or durability as happens with activewear or lingerie with elastane or technical sportswear, but they should be minimized to 5/10% to the global percentage in the product.
no viscose, modal or bamboo fibres
they are from natural resources, but the process used to transform the wood into pulp use toxic solvents and those are not recovered in most of the factories in countries where wastewater standards are low. Besides its pilling tendency make it a not durable fabric.These fibres most times are contributing to the deforestation of ancient and endangered forests or leading to the loss of habitats.
no dyes from low standars water managements
Asian countries are notorious for dumping untreated wastewater into local streams and rivers. Nearly 20% of global wastewater is produced by the fashion industry.This is especially evident in the Asia Pacific region, which accounts for over half of the global textile industry, driven by India and China. Poor oversight and illegal wastewater dumping is the norm In China as Greenpeace has revealed during the last ten years.The Indian environmental legislation is very stringent but poorly enforced.
OCS is not “a sustainable cotton “
Organic Cotton Standard (OCS) has not certified the production process of the fabric just the raw material, so a lot of
chemicals are used during the phase of dyeing and finishing the fabric. It can be certified as organic even with a 5% of
organic content. The reason brands use this certification is because the price is so low if we compare with GOTS
certification, the one we use.
non organic cotton from water-scarce regions
Organic cotton is not sustainable if it depletes the world’s water resources. For example, most regions in
India is water stressed so we look for main fabrics in rainfed or no water-stress regions. Most brands’ decision selecting organic cotton is based on pricing but in some fibers, the origin is more important in terms of impact.That is why traceability is one of our pillars. It is necessary to reduce 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.
no endorse brand-led index sustainability
Fast fashion retailers won’t be the ones to find solutions to end fast fashion. Its purpose is to set a slow down pace to change to circular fashion based on colonialism in order to continue being highly profitable pushing governments to follow their standards. A good index should include justice repair, longevity, microfibre shedding and cycles of recyclability. We rely on organization as Greenpeace or Mistra Fashion.
no leaving out less sustainable information
We believe in radical honesty and are committed to avoid common marketing that emphasizes only the sustainable actions and messages with simplistic highlights. Some “sustainable” brands offer not credible information because they rely on incomplete information or averages impact with the excuse to offer a simple language. We offer sustainability scores which are related to our whole brand. We as a sustainable brand consider that honesty is to face by making explicit details that are relevant to the sustainability issue, as reduce virgin materials, impact, usage water, ensure high rates of utilizations, and taking actions with the urgency needed.
We propose radical honesty, avoiding biased overview of the multifaceted problem.
Tracing all raw material and manufacturing sites based on the real origin.
We trust in organizations not led by the fashion companies.
Use our physical and online media to build a conscious community.
Using fabrics and trimming sourced from renewable resources.
Designing for a long life in terms of timeless and durability.
Designing to make easier recycling.
Setting circular design guidelines for every product.
Prioritizing low water consumption fibers and undyed materials.
Avoiding water-scared regions sourcing sites.
Having mainly styles made in Global Organic Textile Standard certified (GOTS) fabrics.
Going to localism in confrontation with globalisation.
Priorizating land transport in all production phases & delivery.
reduce virgin materials
Using natural recycled materials where we can achive minimuns
Combining pre-order service with conventional allow us not to have so much stock.
Having inputs from customers in order not to create unsold stock.
Helping the access to pre-owned clothing and to build a limited wardrobe stapled.
Offering imeless design styles to ensure high rates of utilization.
take action now
Our achievements match with what we can afford now.