Our 'SUSTAINABLE CHOICE' initiative is an increased focus on environmentally friendly materials in production of our garments. This focus begins with our designers and consequently in our buyers and manufacturers. A ‘SUSTAINABLE CHOICE’ style is made with more environmentally friendly materials, such as organic cotton or recycled polyester.
Below you can see the kind of materials we use in our SUSTAINABLE CHOICE initiative.
You can shop our SUSTIANABLE CHOICE styles here.
Traditional cotton takes an exorbitant amount of water and chemicals to be produced. Organic cotton is one of the alternatives to this harmful process and still creates a comfortable product. Organic cotton means that the crop is harvested without any toxic pesticides, synthetic fertilisers, or genetically modified seeds. The process uses less water and emits less greenhouse gases. Organic cotton therefore has a much lower environmental impact than traditional cotton. A style with 50% or more organic cotton is marked as a SUSTAINABLE CHOICE style.
Our recycled polyester from plastic water bottles and breaks it down into fibers. This process uses nearly half the amount of energy that creating normal polyester does. The recycled fabric keeps the global need for drilling more petrol down and plastic out of our landfills and oceans. The plastic fibers can even be recycled many times over. A style with 50% or more recycled polyester is marked as a SUSTAINABLE CHOICE style.
Lyocell fabric is an amazing eco-friendly fabric that represents a milestone in the development of environmentally sustainable textiles. Lyocell is a natural, manmade fiber. Made with wood pulp from sustainable tree farms, Lyocell textiles are created through the use of nanotechnology in a closed-loop process that recovers or decomposes all solvents and emissions. Furthermore, it is 100% biodegradable. A style with 50% or more Lyocell is marked as a SUSTAINABLE CHOICE style.
Cupro fabric is actually a cotton waste product. It is biodegradable as well as easily recycled since it is made from 100% plant-based materials. Cupro is produced in a closed-loop process, same as Lyocell. This allows the chemicals used to be extracted afterwards and the water waste can easily be reused. Since it is a by-product of cotton, it dyes easily and therefore requires less dye. A style with 50% or more Cupro is marked as a SUSTAINABLE CHOICE style.
EcoVero viscose is made from certified and controlled wood fibers. These fibers are sourced and produced with significantly lower fossil energy use and water than generic viscose, and the final product is therefore certified with the internationally recognized EU Ecolabel. Buying styles made from EcoVero fabric means generating up to 50% less emissions and water impact compared to buying items in generic viscose.
Better cotton/BCI cotton
By purchasing BCI-cotton you support not just the development of better cotton production methods but also the working conditions of the people behind. The Better Cotton Initiative or BCI-cotton is not organic cotton, however, is an initiative to make cotton production better for the people working in it. They do this by reducing the environmental impact of cotton production, improving the livelihoods and economic development in cotton-producing areas, improving their commitment to and flow of Better Cotton throughout the supply chain, and ensuring the credibility and sustainability of the Better Cotton Initiative. A style with 50% or more BCI-cotton is marked as a SUSTAINABLE CHOICE style.
Our mohair wool, the fleece from the Angora goat, is responsibly sourced from traceable animals and farms in South Africa with several globally recognized certifications for sustainability, CSR, animal welfare, and quality. Besides being a renewable resource unlike cotton, mohair is both produced with much less water consumption, and requires much less water to keep clean, as it needs less washing when used. Knits with 30% or more mohair wool is marked as a SUSTAINABLE CHOICE style, due to its high standards.
Wool is a naturally durable material that can last for a relatively long period of time. Some woolen sweaters last 20-30 years with regular wear if cared for properly. Our recycled wool is created from such woolen garments run through a closed loop mechanical process that returns them to raw fibre and subsequently into new yarn, ready to produce new knitwear. Knits with 30% or more recycled wool is marked as a SUSTAINABLE CHOICE style, due to its high standards.