Fast-fashion collections are refreshed about 8 times a year. What does this mean? A disposable consumption mentality of buy, buy, buy, now.
Why is the fast fashion dominating the industry? Simple. Higher production quantities delivery lower prices for the consumer which means more accessibility to fleeting trends.
The result: 13.1 million tons of textile goods in landfills — that’s bs.
We take a slower approach, with pieces intended to last longer than a trending hot second. Simpler silhouettes are timeless with no added fuss and are produced at a scale that is proportional to demand in order to minimize waste and maximize the quality value of every piece.
Although sustainable fashion has a less environmental impact than conventional fashion brands, it costs more to produce on account of alternate, less utilized methods. But on the flip, the product is longer lasting, sustainable, and environmentally conscious.
Our initial efforts to print using sublimation techniques started out rough, bringing production to a halt. Unfortunately, this printing method—which consumes the least amount of water—cannot be applied to natural, organic, breathable fibers which are important to us.
In the meantime, we went on to test a digital printing alternative, which is essentially a computerized version of the traditional screen or rotary printing methods. It requires 95% less water and reduces the use of super-toxic discharge dyes. Conventional printing techniques use only 80-90% of the fabric, leaving waste before the piece is even sewn up.
Digital printing achieves a more excellent quality that allows for intricate designs, with basically no limit to how many colors can be used. This technique results in limited fading, peeling or chipping compared to traditional techniques. As you can imagine, these printing methods are more costly, but they contribute to quality while minimizing the negative footprint.