Our approach to sustainability and slow fashion
- Creating garments which you can wear everywhere and everyday. We design clothing that women actually want to wear. Whether it's a typical office day, a business meeting, a conference or an after work drink with friends, we create dresses which will make you look great and feel confident in every occasion.
- Producing limited amount of designs to minimize waste. We do not want to overwhelm our customers with choice. We believe in "Less is more" approach to living. That is why we carefully select only a handful of designs that give you best fit and comfort, so you can find one piece that you love.
- Providing people who sew our clothes with adequate working conditions and fair wages. We have built a close relationship with our factory and regularly travel to our production place which enables transparency in our operations. All our clothes are made in a small family-owned factory in Armenia and we commit to providing full transparency on how our clothes are made.
- Using high quality fabrics which are made to last. Our sample garments are washed at least 20 times before they are put in production, which is what we, as a small business, can do to ensure the durability of our garments and a great value for your purchase. We are committed to continuous improvement and making our clothing as durable and green as possible.
- Educating our customers about best care practices. We want to make sure our garments are worn and cherished beyond the current season. That is why with every package we include useful tips on caring and washing practices to encourage sustainable approach to living.
- Raising awareness of the benefits of the slow fashion. We want to make it easy for women to make better choices. By actively raising awareness about the side effects of fast fashion and participating in the fashion revolution movement, we aim to encourage our customers to learn about how their clothes are made and to choose carefully where they spend their money everyday.
- Supporting local social and environmental projects. We believe that everyone can make a difference in the lives of others not only by choosing with whom they work, but also by contributing part of their profit to causes they support. That is why we chose to donate part of our profits to local organizations in Armenia which aim to minimize poverty, reduce unemployment, and fight for preserving the landscape of our planet.
- Incorporating sustainability in all of our business operations. All of our domestic orders are wrapped in paper and shipped in recycled paper-based boxes. Overseas orders for protection reasons are shipped in polybags made of 100% recycled plastic. We minimize the amount of paper we print by keeping most of our documentation digital. Invoices, return forms, postcards which we sent to our customers are printed on recycled paper and are 100% recyclable. In addition, we print only the essentials on forms and send DHL return labels exclusively as e-mail for the sake of minimizing waste and our environment.
Sustainability highlights of 2021
/ For the 2nd year in a row only fibers made of sustainably generated materials were used in our clothes.
/ By 2021, 68% of the total amount of fibers used in all our collections were made of sustainable materials.
/ 12% of our clothes from past collections were upcycled on demand into new designs giving them a new life.
Our outlook on the future
We seek to work with partners who share a common vision of sustainability, accountability and transparency. If our values match, drops us a line and let's see how we can collaborate.