The easy-care nature of our garments is fundamental to our sustainability mission. In the first place, it eliminates the need for toxic dry cleaning, which is a topic that we feel passionate about, but is rarely tackled by the fashion industry. Chemical pollution from dry cleaning drains into rivers and streams, subsequently destroying marine habitats as well as being carcinogenic (cancer-causing) among humans. Our eco-fur and eco-leather are easy to mistake for the real thing, but are machine washable, sustainable alternatives to notoriously un-animal-friendly high fashion.
Additionally, by making it easy to care for our garments, we can use them for longer. Procter & Gamble, the world's largest manufacturers of fabric care products, washed APPAREAL dresses 35 times in Ariel and Lenor/Downy, and they remained looking like new, enabling us to surpass #30wears
And vitally, we source as much fabric as we can from sustainable solar-panel-powered fabric suppliers, using recycled fabrics—like those made using yarn from regenerated fishing nets—wherever possible to minimise our carbon footprint. All fabrics we use are Oeko-Tex certified, sourced and sewn together in Europe.