Agnes: And the fast fashion model as well doesn't exactly encourage individualism - it's large quantities of the same things that we are all encouraged to go and buy each season.
Esther: Exactly. We’ve lost the kind of individualism about it, there's no uniqueness. This is why I started my business because I was under the battle of still wanting to look good - I love fashion, I've always wanted to be in fashion, but then I started to care about the sustainability aspect - but that doesn't mean my taste goes overnight, it doesn't mean that I can just I just wear plain clothing for the rest of my life. I still want to look good, and this is where my battle was - there wasn't anywhere you could get really modern, cool, contemporary fashion that was also sustainable and cared for people and the environment.
That’s what I push with my brand is that we’re there for the customer who wants to look good but also that cares about the impact of their clothing. And it's great because you can have these small production runs - we can have one-off pieces and it just promotes that individualism in clothing. We have three collections but it's a mix - we've got our GOTS certified organic cotton collection, we've got our recycled collection, and we've got our up-cycling collection.
It's about having sustainability all the way through a chain - it’s no good just having [sustainable] fabrics and then not [sustainable] factories, or factories and then not fabrics - you need a 360-degree approach to fashion sustainability so that's what we try to do. We have our upcycled collection which reuses, repurposes and redesigns clothing. These are one-off pieces, it's just about celebrating those peoples’ styles - we have an option online to design your own jeans. It's all made of clothing that would have gone to landfill that we've rescued. Click here for the full upcycled collection.
We've also got a recycled collection that uses deadstock of the fashion industry; not a lot of people know this but in fashion for every production line and for every item that’s ever produced you have to order 10% more fabric than you actually need to fulfill the order. Now that is to prevent faults within the fabric, and they can't use certain meterage if the grading hasn't been done correctly. But that means that 10% of every production line in every brand is wasted, it's all textile wastage and a lot of it ends up in landfill. This is where we hear all the news about burning textiles and things like that - that’s this fabric.