Circular Fashion at PureCloth.co
PureCloth.co was started in 2017, when we learnt on how things were made in the fashion industry. We witnessed the materials taken out of our mother earth, to make products that are beautiful, but these products were under-utilized.
We started thinking on how can we design without depleting the earth and its resources; Explored various business models to ensure safe materials circulate back into our eco-system. Today our designs focus on circular principles and are in-line with Ellen McArthur Foundation’s Vision of a Circular Economy for Fashion.
Purecloth.co circularity in a nutshell
- 100% Rainfed Organic Cotton.
- Locally made.
- Designed for extended use.
- Eliminates waste during production.
- Recycled and plastic-free packaging.
- Subscription based kidswear.
- Return and recycle of used clothes.
- Shipment using vehicles that use renewable energy.
Made from safe, & recycled raw materials using renewable inputs.
Rainfed Organic Cotton is the key material that goes into every fabric! For dying we use only natural or herbal colours. This protects the health of people and preserves our natural ecosystems by ensuring:
- Our materials are free from hazardous substances.
- Our production process and products do not discharge hazardous substances into the environment.
“If we are going to keep materials flowing in commerce longer, we have to design them to be safe for human and environmental systems, because we can’t change the chemistry of products once we put them out in the world.”Michael Werner, Chemist, Google states on the importance of safe material in a circular economy
Used More and More
Kids clothes revolve around the “disposable culture” due to their inherit growth. However, increasing the average number of time clothes are worn is the direct lever to capture value and design out waste and pollution. We address waste at different stages of our product lifecycle:
Over the years, PureCloth.co has experimented various patterns and construction techniques that helped address the outgrowing challenge in kids clothing. Our “Grow-with-me” collections, features extendable garments that grow along with the kids.
In our experience, up to 30% of the materials were found on the cutting floor after production. At PureCloth.co we challenge our creative skills and combine different shapes to either add it back as an embellishment into our outfit or upcycle them into matching accessories.
“To waste is a choice! But the fact is, a circular economy exists for every unwanted or unused material.”PureCloth
Made to be Made again.
We want clothes made at Purecloth.co to be used for extended duration and circulate in our eco-system.
Closing the material loop is challenging. We found that degraded quality and pilling is the most important challenge in working with recycled fibres. Logistics needed for reverse pickup is expensive and further adds to the carbon emission. As we wait for the innovations to be available at scale, we at Purecloth.co apply practical things such as:
- To aid in product recyclability, we use monolithic materials that are easy to disassemble!
- Avoid chemicals and hazardous substance across the entire process chain to safely return biological nutrients to the environment after use!
- Packaging, labels & tags are minimised and made using recycled materials.
There is no ‘one size fits all’ solution when designing for a circular economy. We need people, consumers and investors – who value these circular systems. Like our mother nature, a balance can only be achieved when we all work together for a brighter, more prosperous future.
This is a larger-than-life goal, but we believe “Together we can”.
Refer our process for more information.