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MANIFESTO

We are living in a rapidly changing world, where the environment is impacted by every decision that we make about what and how we consume. 

The fact remains that we all need clothing, but at what cost? Many of us have adopted the habit of buying cheap “fast fashion” with little or no thought given to the true cost of production. When we can buy a cotton T-shirt on any High Street for as little as £3, we have to understand that this price does not pay for the environmental impact of producing the T-shirt, and that in all probability it does not allow a living wage to be paid to the people at the bottom end of the supply chain – the agricultural and the garment factory workers. We need to address these issues by adjusting the perceived value of what we consume. “Cheap” is actually costing us the Earth.

As individuals we have power. We can influence outcomes with our actions. Ecologie, as a business and as a brand, stands for sustainability and conscious decision making. Built from the ground up with this philosophy foremost, we are able to implement strategic planning and decision making at every level, from choosing to use a bank that only invests in green projects, to choosing a yarn supplier that uses recycled textiles and has excellent eco-credentials. Our objective is to be as conscientious as possible at every stage in our business and manufacturing processes.

VALUES

To implement meaningful changes, we need to slow fashion down. “Fashion” in itself has no intrinsic value. If you purchase clothes that you love, and enjoy wearing, clothes that make you feel good, there is no reason to replace them unless they have worn out! Fashion is just another way of saying “built in obsolescence”. Making garments that are timeless and can be worn for several years without dating or wearing out is the first step towards making sustainable clothing. We want to create clothing that will be valued, rather than discarded after a few wears.

The next step comes when we choose to use materials that are as environmentally friendly as possible at every stage of their life cycle, from sourcing raw material through manufacture, wearing, washing and disposal. With this in mind we choose materials and manufacturing processes with a full knowledge and understanding of their environmental impacts.

We want to reduce the waste caused by overproduction. If we produce small quantities, so that supply fulfils demand without over production, we can eliminate waste. We can do this by manufacturing in partnership with small companies like ourselves, working in Britain. This is not the cheapest way of producing clothes, but in environmental terms it is the most efficient and the most responsible way.

Our business model uses green practices wherever possible, not only in the manufacture of our garments. We can implement best practices to reduce our environmental footprint at every level, from preferring ecological office and cleaning supplies, carbon neutral delivery, recycled packaging, renewable electricity, green web hosting and green banking over more conventional alternatives. Again, this isn’t the cheapest option, but it is the one that aligns best with our core values.

VISION

We’ve already talked about the need to change the way we perceive the value of clothing, both in a monetary form and from an environmental perspective. We’ve also remarked that adopting best practices in order to fulfil our sustainability goals is often not the cheapest option.

Our vision is to influence the way that we all view the world, as consumers. Our planet’s resources are not inexhaustible, and the volume of waste we create at present is so excessive that it is changing our climate. We need to consume responsibly, by preparing ourselves to buy less, buy well and to spend more on items that have been sustainably crafted, rather than mass produced with nothing other than profit in view. 

Buying should be driven by need rather than impulse

Clothes should be designed for comfort, quality and low environmental impact, as well as for aesthetic reasons.

To be truly sustainable, our business model must respect planetary boundaries, and in turn we would like the people who consume our products to be aware of this when they make purchasing decisions. Buy our garments because you love them, and want to wear them time and again.

CHANGE

By helping to instigate a shift in the perceived value of clothing, and by presenting our vision for better alternatives, we hope to be able to encourage change.

If we can lengthen the lifespan of a garment, and reduce its environmental footprint at every stage of its lifecycle, then we can radically improve its sustainability.

GOALS AND DESIRES

If we can change peoples buying habits and their reasons for purchasing garments, we can reduce the impact that clothing has on the environment and climate.

If we can make beautiful, durable and timeless garments from noble and recycled fibres within the parameters of our business model, we, and those who support us, will have helped to stem the tidal flood of throw-away fashion to replace it with a more meaningful and sustainable consumerism.

ACTION STATEMENTS

We want to draw attention to the impact that fast fashion and the overconsumption it encourages has on the environment and climate, and present a viable alternative in the form of low impact clothing.

We want to make clothing using natural, organic and recycled fibres which have low ecological impacts, and which will have a long lifespan, because they are well made and are timeless in design.

We want to reduce the environmental impact of production by manufacturing quantities based on demand in British factories, so reducing waste and the carbon footprint created by transportation.

We want to promote the adoption of green values by incorporating them into every aspect of the business model, as well as implementing them directly in manufacturing processes.

SUMMARY

Ecologie’s core value is to be environmentally responsible, achievable not only by producing timeless collections of garments made from noble and recycled fibres using low impact manufacturing processes, but also by implementing best practice in all aspects of the business model.