We’re not a sustainable fashion label At FINE CHAOS we believe that you as a company have to earn your right to call yourself a sustainable brand. In most cases, companies have not earned this right. It is not enough to have styles made from organic materials or using green energy at your office. You have to implement sustainability and circular systems into every single link of your supply chain to be truly sustainable. As a small independent label, we are not there yet. That being said we have green ambitions and try our best to do our part and implement sustainable practices wherever possible. FINE CHAOS is built on a substantial foundation of knowledge about sustainability and circularity in the fashion industry and we are aware of our footprint on the planet and the people living on it. Rather than a branding opportunity we see sustainability and consciousness as something that is a natural part of fashion production and design. We do not see sustainability as an opportunity to gain financial gain from Greenwashing. We dedicate ourselves to honesty, traceability, trust, and growth through collaboration.
Aesthetics and values
What gives clothes their value? If you ask us the most important thing is aesthetics. Value plays a big role in sustainability. If a customer values our clothes, hopefully, they’ll keep them for a long time. We believe that by adding value through our unique aesthetic and embedded storytelling we can avoid volatile trends and make pieces that last longer and are more valuable to our consumers. Sustainability doesn’t have to be a factor that works against our aesthetic. In order to prolong the aesthetic lifetime and offer versatility to our pieces, we like to work with multi-functionality ex. our reversible tees (link) and our option to have your clothes personalized when you purchase directly from our webshop. Distressing and signs of wear only improve the aesthetics and lifetime of garments and adds extra value to the story of a piece.
There’s a lot of gatekeeping and secrecy going on in the fashion industry. Labels don’t want other brands to have the same opportunities and knowledge as themselves. Large companies buy up innovative sustainable solutions, patents, and factories, and resources are discarded and destroyed instead of shared. We condemn this.
We believe that in order for the industry to improve its harmful production we all need to cooperate within the industry, as well as we do with the customers. This is why we always take customer feedback seriously and use it as a means to come up with better solutions and bring more value
to our products. We don’t shy away from asking other companies for discarded materials, collaboration, or guidance and help. In return, we are always willing to lend out a helping hand and share our experiences. If we want the industry to change, we need to unite rather than compete.
When sourcing materials and textiles for our collections, it is important for us at FINE CHAOS that we don’t compromise on our brand DNA. Many see sustainable solutions as simple and boring, but for us these solutions often leads to innovative ideas. We use deadstock from other brands and suppliers when possible and like to transform uninteresting discarded textiles into innovative and exciting new fabrics by using different printing techniques. When deadstock isn’t available, we like to choose the most sustainable option available. As an example, our tees are made from heavy and high-quality 100% Organic Cotton. We use the same textiles in multiple collections in order to minimize leftover deadstock from our production
FINE CHAOS works with a small supplier in Pakistan and stay in close contact with our production team on a daily basis. Our supplier sources all our fabrics either deadstock or ready-made and we do not produce virgin textiles. Every collection we make is Limited Edition and we only produce 20-50 pieces of each style. This adds value to our customers as it gives them unique pieces as well as it minimizes the amount of deadstock as we do not mass produce.
We believe in setting short-term goals we know we can deliver what we promise. As our resources grow, we’ll be implementing additional sustainable initiatives relative to the scale of our production. Unfortunately, the bigger the production the easier it gets to set up requirements for our suppliers, so we still have to consider what is realistic. That is why we have set up a set of realistic goals we will implement before September 2022.
1. Minimize plastic from our suppliers
Due to duty restrictions every piece is packed individually. We are working on finding a solution so that we can minimize the use of plastic from our suppliers by 80%.
2. Minimize amount of samples
Right now, we are exploring opportunities in 3d prototyping and developing the 3d skills of our employees.
3. Make all our packaging sustainable and biodegradable
We are working on finding the best solution for our packaging from our stock to consumers. As of right now most “biodegradable plastic” is not biodegradable due to the lack of suitable decomposition plants.
4. At least one non-profit project each season is supporting ethically sustainable projects or organizations
5. One capsule collection each season made entirely from discarded and deadstock fabrics