The term ‘sustainable’ can be problematic due to the lack of definition of what makes a brand sustainable. Many brands using recycled fibres claim to be sustainable, despite continuing to operate within a fast fashion model. Whilst using regenerated nylon is taking steps in the right direction by diverting waste from landfills and its production uses much fewer resources than virgin nylon, using recycled nylon alone isn’t enough to call ourselves a sustainable brand.
The entire model of Hakea; from the size and frequency of our collections, to the designs, are considered with the environment in mind.
These are the pillars that we believe cultivate a truly sustainable brand:
Producing small runs based on demand and customer feedback rather than trends minimises waste and means people are more likely to love and look after their clothes for longer.
Discouraging seasonal purchases
It sounds counter productive for a brand to discourage frequent purchases, but in order to regenerate the climate, we need to prioritise the planet before profit. When a brand diverges from the seasonal fashion model, it discourages people from buying new each season and instead embrace what they already have.
Creating multifunctional pieces that can be worn a number of ways can help minimise the size of our wardrobes. Hakea for example is designed to wear both in and out of the water. Styling a single piece in a number of ways also increases the chance a piece will be loved for longer.
There’s so many amazing and affordable sustainable packaging options available now. We opt for biodegradable, recyclable and re-usable packaging down to our plastic free hygienic liners. You can read more about our responsibly thought out packaging here.
Using only high quality fabric
Spending more on high quality durable fabric means that an item is more likely to stay in circulation for longer and reduce the chances it will end up in landfill. Working with skilled tailors and manufacturers is also an important part of increasing the lifespan of our clothes.
A focus on timeless designs
Some trends — even if they circle back decades later — will always be short lived. Producing collections with an emphasis on timeless pieces, a modern twist on classics, is another important way to increase the lifespan of the items in our wardrobes.
No matter how sustainable a company is, it will always have some degree of impact on the planet, even if it’s just the carbon miles generated from shipping goods. Auditing the carbon we create and finding a way to offset it, is one example of going beyond just being ‘sustainable’ and helping to regenerate parts of the natural world. We currently partner with 1% For The Planet and this year are donating to SeaTrees to sequester more carbon emissions than we’re creating. Read more about our partnerships.