WHY ORGANIC COTTON?

-short description of why your choice matters-

The drive for sustainability, performance and style

For a relatively long period of time the fashion industry was definitely not known for its ¨eco-friendliness¨ when it comes to using responsible materials. Why is that? Simply because the term of ¨sustainable fashion¨ was unfamiliar to many of us until recently, when this neologism triggered the beginning of probably the most emerging fashion trend of the 2020’s.

This change in the perspective of doing business in fashion involves not only a change in the mentality and values of brands, but also a dramatic shift when it comes to the elements of the supply chain. Production and manufacturing represent areas in which this specific change can be enhanced at a highly intense pace.

But the change that keeps being mentioned is not restricted to major players in the industry like H&M, ZARA or luxury brands such as Louis Vuitton or Hermes. These brands keep mentioning how they are constantly improving in the sense of embracing sustainability as a whole concept, however the real change will not occur if customers will continue buying clothing items that imply repetitive purchases (low-quality, easily degradable, “one-time use”). SMEs can efficiently contribute to this innovative dynamic and communicate the values to their loyal customers. This is the reason why DURIBLE was established in the first place. The company was built on the core values of sustainability, affordability and fashion. But how can such a small company make an impactful change?

The answer to the question is simple: using organic cotton. Plastics and microplastics are generally described as “non-sustainable”, but what about conventional cotton? People are often facing the lack of relevant information and this is why the use of organic cotton is most of the time omitted or even overlooked.

Once one question is answered, another one arises: Then why organic cotton? In order to ensure that quality and labour expectations in the production process are being met, DURIBLE chose a material within a country that is globally known for its garment performance - Bangladesh. The cotton that is organically grown and harvested ensures the quality that DURIBLE strives to provide its customers with (breathable and long-lasting fiber). The high quality of the product is directly associated with the price that the company charges for its eco-friendly t-shirt, which can be considered as relatively higher than mainstream alternatives, but still accessible, due to the technical efforts that are put into the responsible growth of organic cotton.

Organic cotton for DURIBLE ensures three distinct features:

→ Sustainability: the material reduces the environmental footprint (efficient water use, beneficial for flora, fauna and farmland, increased soil balance);

→ Performance: the lightweight and breathable feel of the material is enhanced by the softness of the organic fibers, given the fact that the cotton is still hand-picked the traditional way;

→ Style: the material does not restrict DURIBLE from offering the customers a modern and sustainable t-shirt with a unique style, which can represent a major drawback for most “green” materials.

Choosing organic cotton is therefore vital for the responsible evolution of the fashion industry. In a decade full of information and brands that are all over each other, trying to change the customer behavior to their own liking, DURIBLE strives to offer information and increase awareness about things that really matter. Building a wardrobe that does not harm the environment is certainly not an easy task, but looking at the materials you buy before the actual purchase is a very good start for your initiative. And it is not just about a singular purchase. The reality is that the customers can influence all the “big players” in changing their environmental behavior and brand offerings. New denim can be replaced by recycled denim, leather belts can be replaced by bamboo belts and the cycle can continue, but one thing is constant: YOU make the CHANGE.

DURIBLE invites you to embrace the sustainability trend in 2020 by choosing an eco-friendly material in a t-shirt that tells a story about the city we all love.

We highly recommend checking out www.aboutorganiccotton.org/ for additional useful information regarding the benefits and advantages of embracing organic cotton within your wardrobe.

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Be sustainable. Wear DURIBLE.