Ecofashion brand injects some cool in to ethical fashion
An ethical clothing company has unveiled a new range of clothing which aims to ‘put cool in ethicool’. The small Isle of Wight based brand have been trading for two years, concentrating on sustainable textiles and buying in clothes that matched a certain ethical ethos. Now they have established these connections the company has turned its attention to ‘making eco fashion cool’ with its new range and new website.
Rapanui was set up by brothers Rob (25) and Martin Drake-Knight (23) in early 2008 with £200 of savings. It has quickly grown into an award winning brand, earning recognition at Enterprise UK’s Young Brit Awards and the Sustainable Business Awards for their commitment to using organic, natural fabrics, wind powered factories and Fairwear Foundation audited supply chains.
Before now the brand was essentially appealing to people who were already aware of the bad ethics that surround the fashion industry, with their cool new designs the brothers hope to captivate an audience of high-street fashion shoppers, who are perhaps less aware of where their clothes come from.
Martin explains – “It’s not that people don’t care, it’s just that they don’t know. If we can inform and educate people as to where clothing comes from and how it is made they can make informed decisions as shoppers.”
Rob continues: “We’re all young people at Rapanui and think it’s only right that people of our age can have access to high street style eco-fashion and in the process learn where their clothing comes from and how it is made.”
Rapanui’s website also hosts a Wikipedia style resource packed with information about their supply chain, where consumers can find out where clothing comes from, how it is made and ask questions on anything – from planting the seed to stacking on the shelf.
Martin concludes “As a brand, if we can mix eco-fashion with trend to inspire people to think about the environment in their wider lifestyle, we will have done our job.”
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By Annie B. Bond, the best-selling and award-winning author of five healthy/green living books, including Better Basics for the Home (Three Rivers Press, 1999), Home Enlightenment, Clean & Green (1990), and most recently True Food (National Geographic, 2010 and winner of Gourmand Awards Best Health and Nutrition Cookbook in the World). She has authored literally thousands of articles and was named “the foremost expert on green living” by Body & Soul magazine (2009).Ecofashion brand injects some cool in to ethical fashion,