Do you really want ot get 100% sustainable fashion? 

OK. Here’s our tip:

N.

O.

W.

H.

E.

R.

E.

WHAAAT??? Yes. The truth is there is no such thing as 100% sustainable fashion.

Why? Well, when we talk about fashion, we need to think about the whole cycle of the sustainable clothing industry: Production, logistics, sales, use.

Some issues haven’t yet been solved with every link of the chain.

Just the transportation of products has an impact on carbon footprint.  The fact that you need to wash your clothes with an organic detergent that may not be affordable or available is another reason that we can not control 100% sustainability.

However, there is another approach to thinking about sustainable fashion, as Dr. Anna Brismar, from the consultancy firm Green Strategy says:

“Sustainable fashion is thus partly about producing clothes, shoes, and accessories in environmentally and socio-economically sustainable manners, but also about more sustainable patterns of consumption and use, which necessitate shifts in individual attitudes and behavior.”

“It takes two to tango”, and also “two to build a sustainable culture”. 

So, as a family-owned brand, we wanted to let you know that when our choices were made we were trying to make our business as sustainable as possible.  Based on two pillars:

1.CHOICE OF PRODUCTS

In our case, we use bamboo, organic cotton, and hemp. These are plants that grow with very little chemicals.  And bamboo and hemp are fast-growing plants, which are sustainable and minimizes environmental the impact.

But if you look, you can find sustainable materials other brands use, like recycled polyester, wool, or soy cashmere or silk. 

2. DELIVERY & PACKAGING

We are constantly trying to improve the way we deliver our products. That is why sometimes you get a cardboard box that belongs to another company. We try to recycle boxes. 

 As some of our products are fragile, the packaging had to be protective. So we decided to have a packaging that you can reuse. Like the sunglasses box as a pencil box, the watches box to keep your jewelry, or any other idea you can come up with.

What happens when it comes to users?

We are not going to tell you anything you don’t already know. You are already doing a lot by purchasing sustainable brands and by being more conscious about your everyday actions. When it comes to your home, the way you cook or how you behave outdoors, they all add value when it comes to sustainability. 

We are not going to bore you with all those things. We already do that with our sustainable tips every weekend!

So, to sum up, sustainable living comes to building sustainable relationships between brands and customers, between people and governments, and institutions. 

C’mon, it is about being good citizens, isn’t it? And that’s not that hard.

We hope we haven’t been too serious today, but we just wanted to be as open as possible with you and let you know all about us. That is what it takes to build a healthy, sustainable relationship, right?

So, let us know any questions you may have about our brand. Or even your ideas about how to improve our sustainable friendship!

In the meantime, here’s something else for you: We decided to keep the 20% discount for our email subscribers until the end of August. 

So if you use the code SUMMER at the checkout, please continue to enjoy a nice discount.

Have a Swell Week!