If a sustainable solution isn't affordable for everyone, is it even a solution?
Our mission is to provide sustainable clothing that everyone can afford. We concentrate on wardrobe essentials that everyone needs - t-shirts, vests, sweatshirts and jackets.
Should the sustainable option be up-market?
Consultancy firm Kearney found the retailer markup for sustainable products is 75-85% higher than conventional products. Why are sustainable options being positioned as up-market products? This is completely at odds with what we should be aiming to achieve. Products should be priced at a level the entire population can afford, maximising the positive impact these sustainable products have.
How will we offer affordable prices?
Lowering prices for consumers goes beyond simply cutting markups. Instead of spending money building and marketing a brand customers perceive as luxurious and fashionable, we prioritise building an efficient supply chain and warehouse operation to make our sustainable products as affordable as possible.
We have put all our energy into building an efficient supply chain that focuses on high quality basics. Our product range is updated twice a year - that's why we're called a 'slow fashion' retailer. This means our products can be made at a lower cost while producing less waste.
Are low prices incompatible with ethical products?
It's understandable to be concerned that a low price for something means that compromises have been made in terms of ethics or environmental responsibility. As a sustainable retailer we have to be incredibly disciplined to ensure our products are indeed ethical and eco-friendly. To do this we make sure all products we stock have appropriate certifications. For example, all organic products must be certified.
But what about the workers who make the product? Poor working conditions in the garment production industry are well documented. We choose to work with manufacturers who are changing this image. By sourcing products from facilities that participate in programs such as Fair Wear and Amfori BSCI we know the supply chain is being closely monitored to ensure pay and working conditions meet standards.
You can even watch a video from the facility that produces many products in our range such as our Organic Essential t-shirts.
Above certifications from the Neutral Fairtrade range.
So, do you need to top-up your everyday basics?
Chances are you'll probably need to refresh your essentials sometime this year. Try something from our affordable and sustainable range!
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Interested in where and how our products are made?
Here's a video from the carbon neutral Continental Clothing production facility in India. This facility makes a large portion of our essentials product range plus the 'Salvage' range of regenerated garments.