Digging Deeper For Sustainable Fashion
But beneath the fabric lies a deeper message at the core of the eleven44 brand.
Fast fashion is becoming a thing of the past. We are entering a new age of sustainable fashion that encourages the consumer to think more about the integral choice they have in supporting ethical brands like eleven44.
One of the brand’s core beliefs is to support the eco textile movement. This involves stepping away from conventional cotton farmed with genetically modified seeds and heavy toxic pesticides.
In a recent study tracing the supply chain of over 400 brands, only 9% can fully trace their suppliers of raw materials. This is blatantly not good enough for an industry that turns over $3,180 billion a year.
Despite a slow shift occurring within the industry, for designers and consumers alike, eleven44 remains one of a small cohort of socially and environmentally conscious brands.
But with great change comes great responsibility.
Linda explains, “One of the biggest challenges in espousing ethical values is the increased scrutiny.”
Your bottom line isn’t just about the money. You have elevated yourself to a higher set of standards. But Linda sees this as an opportunity. An opportunity to do better. To reach higher and further.
“For me, using organic cotton is just a bare minimum. We do fair trade with our suppliers, but I always want to be doing more, giving back to the community – in my locality but also in a wider sense.”
This collection is made to make an impact. Both for you, and the local community of workers eleven44 is supporting.
A Bright Future
Through patience, perseverance and allowing the organic flow of growth, Linda has seen major shifts in her business over the past year. Launching the new website has provided great momentum for the brand. A casual browse through the carousel of beautiful pieces in her online shop really instills this message of comfort, timelessness and integrity eleven44 is known for.
She wants to encourage other designers to make positive changes by starting from the ground up.
Linda emphasizes, “Know the source of your materials and grow slowly. The world needs more people who care, and are willing to make the effort to make changes in their daily habits that will add up to bigger changes for the planet.“
It doesn’t take one long to realise — eleven44 is bold and beautiful, in both design and ethics.