Sustainable Fashion


Choose sustainable fashion


    If there’s one thing that we’ve learned in recent years, it is to look after what is important to us. Our families, health, future, and the world around us make up our eco-system, and we need to keep them in the best possible shape.

    One way that we can all contribute to this is by making mindful decisions about how we treat the environment. Most people will recycle the milk bottles, and may choose organically farmed eggs, but perhaps don’t consider the planet when they are shopping for new clothes. Thinking about the materials that make our clothing are just as important as the conditions of the chickens producing your eggs, however.


    The pitfalls of ‘fast fashion’













    Do you ever make the connection between price and the planet when hanging the latest trends in your wardrobe? Typically, fast fashion replicates catwalk trends and high-fashion designs, to bring garments out quickly, and in big quantities. It’s about mass-production, at the lowest cost.

    This is great for the wallet, but on the flip side, clothing is probably not being produced sustainably. The low costs reflect the industry as a whole. Consider poorly paid workers, cheap materials used, questionable production processes, and cutting corners where possible.

    Quite frankly, it’s the only way that garments can reach the rails as quickly as they do. We need to demand more from fashion.      


    Sustainable fashion choices


    A different way, is by making sustainable fashion choices. For brands like us, this means producing our new collections in an environmentally and socio-economically sustainable manner. The goal is to not leave a negative footprint during production.


    For our customers, it’s about making swaps and lifestyle choices to improve the lifecycle of our clothing. For example, extending the life of children’s clothing through sharing hand-me-downs and second hand items. It asks you to weigh up how important the way a new piece was made, compared to how much you really want it.


    It may also mean accepting slower, fairer and more local fashion, choosing vegan fabrics and organic cotton, and using recycled materials.


    Thoughtful design

    Our womenswear collection is designed for all ages and lifestages. We believe in maximising opportunities to wear through the seasons and focus on contemporary classics with a timeless longevity. Many pieces are also suitable for pre/post natal wear, challenging the concept of limited lifespan maternity clothing. 


    How are we doing our bit for sustainable fashion?


    As a brand, 95% of our clothing is manufactured using GOTS certified organic cotton .This means that we can trace our materials back to the root, and have GOTS (Global Organic Textile Standard) assurance that is was processed sustainably.

    Furthermore, our garments are softer and kinder to delicate skin, and more durable as organic cotton farming and processing methods don’t break down the cotton fibres.

    Our collections are designed to be season-less and unisex, meaning that they can be passed on to younger siblings or friends. We also add little features such as roll-up cuffs and hems so that items can be worn for longer as little ones grow. With neutral colours that work with past season items, reversible patterns, and multi-use designs each item has a longer lifecycle and won’t be destined for a landfill.

    Even our orders are dispatched mindfully. We use paper envelopes and from SS21 all packaging is made from corn starch meaning no plastic!!

     Not only do we think this is the best choice for the planet, but we are investing in water conservation, cleaner air, better soil, and improved conditions for farmers.

    We have moved over to using corn starch bags instead of single use plastic to protect our items, and all orders are sent in paper bags. 

    We believe that as brands and consumers, we should ask for more from the fashion industry.