Sometimes, the idea of perfection can be paralyzing and overwhelming to the point where people would rather do nothing than do something, not 100% "right." However, we believe that we don't need a handful of people living a completely sustainable life—we need millions of people doing it imperfectly.
Today, fashion consumption is at an all-time high, and this contributes to a large percentage of pollution and waste worldwide. To be entirely sustainable, brands would need to create and produce nothing at all, as every product leaves a carbon footprint.
However, this approach is unrealistic since the apparel and textile sector is the 4th biggest in the world, and millions of people rely on it to survive. Therefore, we believe it's important to look for realistic, long-term solutions that focus on creating safe and ethical working conditions for people in every chain of production while mitigating the negative impact on the environment.
Sustainability is a complicated, constantly evolving journey, and every step forward should be celebrated. Unfortunately, the topic of sustainability has become tainted, as people often feel it's being forced upon them, take on an all-or-nothing mentality, or are put off by the higher cost of sustainable products, such as organic and fair trade. The truth is: everything comes with a cost. Fast fashion has emerged with discounted clothing made so poorly that 60% of it is thrown out within a year, often after being worn just once or twice. By purchasing cheap and harmful fabrics, we’re paying an immense environmental and public health toll.
Lately, sustainability has been used as a buzzword to guilt-trip consumers into buying green products, but for us, sustainability is about creating a real impact, not just using it as a marketing strategy. While our primary focus has been on our designs and making the best streetwear possible, every production-related decision since day one has been made with sustainability in mind.
We strive to do things the right way—not take cheap shortcuts—and produce pieces ethically, even if the process takes longer. Sustainability is our standard, and as we continue to make clothes, we will keep finding new ways to be even more environmentally friendly.
We understand that although there are already enough clothes in the world, people are still consuming more. So, we’re here to provide a better option through organic and recycled fabrics made ethically, ensuring that our clothes are built to last.
Being in one of the most polluting industries—fashion, which is second only to the oil and gas sector—we know there's still significant progress to be made. However, we're doing our best to be transparent about our sustainability journey and the things we're working on improving. We hope to inspire others to begin making more sustainable choices—no matter how small.