Our Beliefs

Our beliefs are the boundaries within which we will operate. Now and Always.

Let's be born not made

The only way to save mother nature and all her creatures is to use all natural cruelty-free materials sustainably born from her. No plastics, No recycled plastics, No natural-mixed-plastics.

Our goal is to use ideally 100% natural cruelty-free materials in our products and to walk the talk through our own purchases! However for now, if we can't get the desired performance, we will allow ourselves a maximum 5% of synthetics in our products.

Reasons for our belief

  • The reason we give ourselves 5% for synthetics, is that the G.O.T.S Organic Cotton standard also allows a 5% limit of synthetics. So we took this as our benchmark but our goal is to use 100% born materials.

  • A common misconception among both consumers and brands is that plastics can be recycled indefinitely. In practice it is only recycled 1-2 times and in theory maybe 6-7 times. As such using recycled plastics is not truly sustainable. You are leaving it behind after your use.

  • Both recycled and virgin plastics leeches out micro-plastics into the environment during the degradation of the plastics or while it's being washed.

  • There is currently no standard for what constitutes as sustainable or eco-friendly. As such there is widely varying views on what's sustainable. We searched several latest google patents and our findings horrified us.

      • Made with waste Coffee residue products - 11% coffee residue to 89% Polypropylene or Nylon or Polyester

      • Made with Castor bean oil products - 10-45% Castor oil polyol to 90-55% Polyurethane (PU)

      • Made from Algae products - 10-25% Algae biomass to 90-75% EVA (A common synthetic plastic shoe soles)

Yes it is true that these are more sustainable than a 100% pure plastic product but is replacing only 10% plastic with a natural material really going to make a difference? We don't think so.

  • Added to this, we don't think these new sustainable materials are recyclable at the end of its life. Even polyester-cotton blends are hard to recycle.

  • Materials such as Rayon fabrics are not a pure natural product. Its building block is natural biomass but this biomass is highly processed in a chemical closed loop production system. As such it lies in the middle of a natural and synthetic material. We are avoiding it for now for this reason but we are open to revisiting this after learning more about it.

    • Current learning is that there are brands which use biomass from FSC certified forests. Which is good.

  • Study after study states that the production of beef, milk and such animal products are highly damaging to the environment and further that 80% of farmland is used for livestock but it produces just 18% of food calories.

  • We believe in going all-in. No half cruelty-free products, and half cruel products. If we believe cruelty-free products saves our mother nature, then all our products need to meet this belief. Otherwize, can it be a belief?

Born = Natural + cruelty-free = Truly Sustainable

Let's choose simple

A resource not used is a resource saved 100%.

As such, we hope to create only simple unisex products which uses the bare minimum of natural resources as possible.

Reasons for our belief

  • Best form of sustainability is NOT to buy as this conserves resources 100%. Second best is to buy used natural product. Third, we feel is that buying simple products which consumes less resources to produce.

  • By only producing solid colored products we minimize waste on the cutting table. This waste could be 10% depending on the design. That is 10% of resources not consumed.

  • By offering only unisex and solid colored designs, we reduce the number of variations of our products that need to be stocked. In the fashion industry stocking the wrong color or style is a huge cost and even more a huge waste of resources. Reducing this waste, improves the sustainability of our whole product line.

  • Other key benefit of all the above is that with growth we can offer better pricing as we are more efficient and this allows a wider market to buy our products. More people who can buy sustainable products means less plastic generation and less plastic thrown away, which protects mother nature!

In every product we design and in every decision we make, we will always strive to limit our waste and be as efficient as possible. This is all in order to converse resources which would otherwise have been consumed.

Simple = Less resources consumed = Greener

Let's build a better tomorrow

1% of sales will empower children in poverty and 1% is for our planet.

Reasons for our belief

  • World is not going to fix itself. We need to make it happen.

  • In today's world it is imperative that children in poverty have access to computers, the internet and learn English if they are to keep up with the world. If they do not, the gap will only widen.

  • We think if we focus on helping children to be better than us, then they can hopefully one-day build a better world.

  • We think as individuals we do have the power to change the world around us. When we think we can't, we remember the words of Mahatma Gandhi and Mother Teresa.

      • "Be the Change you want to see in the world" - Mahatma Gandhi

      • "I alone cannot change the world, but I can cast a stone across the waters to create many ripples" - Mother Teresa

We wish to create many ripples with our actions. We hope you will join us in doing the same.

Action today = Better environment + better society = Builds tomorrow


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