What is sustainable fashion and why is it so important to us?
In rich industrialized countries, each person buys an average of 30 to 80 items of clothing per year. Often, however, only a fraction of these are worn. There is a tendency to have "favorite items." If we assume that 40 percent are worn very rarely or never at all, then almost half remain unused in the closet.
Since the wardrobe is cleared out again after a certain period of time, a large part of it inevitably ends up in the used clothing collection. What is not exactly made public is that the German Clothing Foundation can only reuse 18 percent of it. The rest ends up being incinerated and will not benefit people in crisis areas.
One reason is certainly the increasingly poor quality of clothing and production standards. The fibers do not last long, the garment loses its shape after a few uses or small holes form. Production does not pay attention to effectiveness and sustainability.
There are two main problems behind the production of cheap clothing: on the one hand, the social exploitation of workers and, on the other hand, the high environmental impact. The fashion industry is the second largest polluter after the oil industry.
Now you know why sustainable fashion is so important to us and receives special attention from us.
There are two types of fashion productions:
Fast fashion labels produce many items of clothing at extremely low prices. The aim is to achieve high sales at the expense of the environment and workers. According to the motto, the cheaper the better, no matter what the cost.
Slow fashion is the counter movement to this. Here the environment and people are the focus and work in harmony with each other. The entire production process is much slower than in fast fashion. Only a few collections are produced each year and they are less likely to follow the latest trends, but rather classic, timeless and long-lasting.
Every step in the production process aims to ensure that the clothing remains in the cycle for as long as possible. The clothing is designed in such a way that as little waste as possible is created, even at the cutting stage. The needs of the workers and the environment are constantly monitored and checked, and work is carried out in accordance with the latest standards. Delivery times can therefore sometimes take a little longer, but in return you get a sustainable product that meets high quality standards.
We do not want to sell thousands of cheap copies, but strive to produce a few selected favorite pieces. We invite you to join us on this journey and make a contribution to an intact environment.