Responsible fashion players: the collective girlfriend case
Responsible fashion
We are never as well served as by oneself and it is not the couple formed by Ellie and Quang Dinh who will say the opposite.In 2016, when the first encounter of difficulties to find sports clothes that are both eco-responsible, comfortable and stylish.She can count on the second (her husband), who at the same time discovers a way of creating an extensible material from recycled plastic bottles.Together, they launch out to create an activewear brand capable of moving the lines.
And when the first leggings of the brand of Seattle was born a few months later, it makes the buzz directly on the internet: eager to make itself known, the label indeed offers it for free to its first customers who should then paythat shipping costs.The bet is risky but turns out to be a winner.In a few weeks, an army of faithful falls in love with this initial model, soon followed by a complete collection.The brand's credo?Transparency, both in terms of materials that she uses and the workforce she uses.If the making of each leggings requires twenty-five plastic bottles, it takes eleven for each bra.The Econyl, a fiber obtained from the recycling of fishing nets and nylon falls enters the composition of the whole Lite range.As for t-shirts and tank tops, they are made in cupro.A choice of sharp materials, which goes hand in hand with the rest of the brand's production.Made in Hanoi, in an AS8000 certified factory (which ensures fair treatment and salary for employees as well as the assurance of not practicing forced or infantile work), brand products are also naturally dyed.Sorted on the shutter, their packaging is recycled and recyclable, in order to leave as little trace as possible.
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An inclusive actor
But the other force of collective girlfriend is also and above all his propensity to present a really inclusive fashion.Offering its models in a range of sizes ranging from XXS to 6XL, the brand uses models of morphologies and various ethnicities to embody its models."If we sometimes take the traditional way through modeling agencies, we usually cast our models on Instagram, explained Ellie Dinh to the" Inside Out Women "site a few years ago.Several of our models are women whose personal style we admire and ethos and that we have simply contacted.We try to create real connections a real alchemy on the shoots as much as possible.And we try to caste several types of women so that everyone can feel represented.We take the concept of inclusiveness very at heart!»».And on this subject, the co-founder is categorical: “We never touch up the bodies of our models.Point."A refreshing speech in the world of Activewear, long pointed out for its propensity to present only" perfect "bodies.
Also read: Tory Burch unveils a new Sportswear capsule with Tory Sport
An active community
Finally, as its name suggests, collective Girlfriend tends above all to explore the idea of a community that is both united and committed.The idea?Create a feeling of belonging between customers who share the same values.Free, the collective program thus allows subscribers to earn points according to their purchases, their eco-responsible actions and the cooptation of new members.And to demonstrate their daily commitment, customers (members or not) are invited to return the worn collective girlfriend parts or that they no longer carry so that they are transformed into new models in exchange for a goodPurchase to be used on the brand's website.Circular fashion has never been so sporty.
