We are passionately opposed to the ‘churn’ model of fast fashion. Our entire approach is setup to be different: smaller, slower and more simple.
Fast fashion is energy demanding, time consuming and pollution generating. It also poses serious ethical issues for worker’s rights. Items brought into Australia by trucks, ships and airplanes burn up tonnes of precious fossil fuels and emit harmful toxins into the atmosphere. Our slow fashion approach reduces this environmental havoc. It also ensures that we minimise our waste, both in terms of fabric during production and garment wastage at the end of each season.
Despite having three retail stores, we keep our production runs very, very small.
Volume and quality are intrinsically linked. Fast fashion brands typically produce huge volumes of low-quality garments, and demand unethically low prices from their makers. The items produced are designed to be high-turnover, and are often nearly out of trend before they’re even taken home by a new owner.
These fast fashion brands will release up to 52 new seasons a year, with some releasing as many as 400 new styles each week onto their web stores. When you think about how many of these items end up in landfill within six months, it’s pretty shocking.
In contrast, we produce very small runs, made to order, with a strong focus on designing forever. Our designs and fabrics last the test of time – a fact we know, because our customers tell us! We have chosen a model that is low volume and high quality. Each year, we produce two seasons and one swimwear collection – high quality garments, in timeless designs, made in very small runs. In fact, some styles we create are only ever produced in a run of 10. That’s only 10 made in the whole wide world, across all sizes and colours.