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cheaply manufactured products:

Fast fashion is characterized by mass manufacturing, often based out of countries that are able to provide cheap labour (you know you’ve seen clothes ‘Made in Bangladesh’), allowing companies to sell their products at artificially low prices, which do not reflect the real cost (material, social, or environmental) of producing such pieces. In the words of Li Edelkoort, a garment should not be cheaper than a sandwich. No t-shirt should cost €2.




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Even if clothing is made from natural fibers, or semi-synthetic fibers derived from plant-based cellulose, they have still been subjected to chemical treatments, such as dying and bleaching, and can leach chemicals into the ground if the landfills are not properly sealed. Incinerating the clothes releases these toxins into the air. Synthetic fibers are even worse, because they require a lot of resources to produce and are essentially a type of plastic made from petroleum, which take hundreds, to maybe a thousand, years to biodegrade.





The average high-street garment is worn about 4 times, on an average. That’s a lot of wardrobe turnover in the course of a year. Buy for your needs, not your wants.




exploitative manufacturing conditions:

The 2013 Rana Plaza incident in Bangladesh shone particular light on the demeaning conditions fast fashion workers are often subjected to. They are paid less than a living wage and work in hazardous environments, with little to no job security or recourse to medical attention; and the factories often exploit child labour. This is not, and should not be acceptable.




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We have sourced a lot of our materials from MG Gramodyog Sewa Sansthan, the Central Cottage Industries Emporium, and Dastakar, that work directly with weavers, producing limited quantities of handwoven fabrics.




planned obsolescence:

A business strategy that conceives of a product becoming obsolete, unfashionable or unuseable from the get go. The fast fashion industry is one of the few that inherently assumes the obsolescence of its products, based on trends and low innovation, resulting in low quality and high volume pieces, feeding back into their short lifespan.





It is leftover fabric that goes unused either because of slight imperfections or minimum fabric production, due to economies of scale, that usually ends up being thrown away or sold. Often it results in deadstock, which actually works really well for us because our limited production allows us to adapt our designs to what’s available.





Our fabrics have been sourced in India, incorporating surplus cotton and linen that we have tried to give a good home. Our fabrics, while breathable cotton that can be worn year round, still have  a serious environmental impact. Cotton is  a very thirsty crop and often harmful pesticides are used in its growth cycle. We are endeavouring to identify and source organic materials, while being conscious to not contribute to the waste that results from surplus fabrics.