As we're well into Spring with renewed energy, I wanted to talk about sustainability and transparency, and what this means to us. There's been a lot of news recently about the effects of fast fashion and thanks to the recent Stacey Dooley documentary on the BBC showing the appalling destruction of the environment through the overproduction of cotton, finally it seems that the world is waking up to the effects of fast fashion as a major polluter to our planet.
Whilst not claiming to be an 'eco' brand, we find ourselves describing the brand as a sustainable one. However, this is a murky term. There is no one set way to be sustainable, but to us it means 'doing our best' to respect our environment, the people who are involved with our clothes and a minimal waste ethos.
So here is our sustainability pledge, defining what we mean when we say we try to be sustainable. In our own small way, we do hope that we are helping to change perceptions and work towards a more healthy and happy environment.
The journey of our fabrics ...
- Buying British fabrics where possible means our fabrics have a smaller carbon footprint. Even when raw fibres are not grown in this country, by sourcing locally, we cut down on air miles for transporting which adds to greenhouse gasses. By buying local we are also supporting local business.
- Pure linen is a perennial fabric within the collection. Our Irish source is beautiful and local without the need for long haul transport. Flax that is made into linen is naturally sustainable as it is grown without the need for extra water. In just 8 weeks, flax is ready to be picked, whereas the cotton plant takes around 25 weeks to harvest!
- We've started to use 'deadstock' fabrics within the collection. Deadstocks are fabrics that have been overproduced by mills, often commissioned and left over from big brands or left as stock for suppliers. These rolls, if unused, just end up stagnating in warehouses or at worst in landfill. All the processes which go into creating fabric, from growing, dyeing, weaving to finishing, uses energy and water, so by using existing fabric rather than ordering our own stocks, we don't need to repeat these processes again.
Through the hands of the maker ...
- We make our pieces within London, just a short journey away from the studio, meaning that our pieces have far less distance to travel before being 'in stock'. The journey of garment to your door involves as little travel as possible, reducing carbon emissions.
- We make on a continuous basis in batches through the year. This means we don't carry excess stocks and do not overproduce. We aim to sell through every single item, as we've loved creating each piece and want you to love it too.
- Our prices reflect the quality of our fabrics and British made production costs. We do not over inflate prices to reduce drastically in sales. Our makers are paid a fair wage, meaning that here in London they are paid at least a London living wage.
Starting in the studio, ending in the studio ...
- We have a seasonless approach to design, with styles that are characterful and classic to be worn for years to come, hence the term ''slow fashion'. The emphasis is on quality and forever style, not fleeting trends.
- We design each piece being mindful of fabric consumption, meaning that we want to make the most of every square centimetre of cloth as it's cut.
- We post and package each piece ourselves, taking time to inspect quality and ensure each piece is received with love. We use recyclable packaging with no plastic, simple paper boxes and bags, kinder to the environment.
I hope you've enjoyed a glimpse into our process and the ways we are currently trying to do our best to be sustainable. Is there anything more you think we could be doing or trying? I'd love to hear your thoughts ...
Justine x
