What makes our merino shirts sustainable?
Sustainable fashion can be defined as clothing that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects. In practice, this implies continuous work to improve all stages of the product’s life cycle, from design, ingredients/components used, raw material production methods, manufacturing process, transport, storage, marketing and final sale.
It doesn’t end there and the sustainability should take into account the use, reuse, repair, recycling and biodegradability of the garment after its lifecycle.
Our mission at FR3ND is to create a sustainable brand that offers products that are as harmless to the environment as possible yet offer our customers high quality and performance at great value.
Our products are very carefully considered at inception to be classic, long lasting products that don’t date, won't wear out and are produced using quality components, fibres and a supply chain that are as kind to the planet as possible, both in their creation but also after the garments life so that it biodegrades harmlessly.
Every component is specified based on its impact to the environment for both the production of the specified part, but also where and how it is produced and what impact it has when it ends up in landfill. To this end, where we can, we produce locally and using natural fibres and ingredients or recycled fibres.
Our packaging is also carefully considered, again thinking about what the materials are made from, where they are produced and what will happen to the packaging when thrown away.
We also take into account the care requirements of our garments as continual washing on a regular basis not only uses huge amounts of water and power, but also degrades the garment fast, with thousands of fibres being washed away in every laundry cycle. By using fibres that don’t crease or smell, the need to wash our merino shirts is far less that typical fibres such as cotton or polyesters and when they are washed, the fibres that are lost in the wash are harmless to the marine life and won’t end up in the food chain.
Our shirts are sold directly to the end consumer to reduce the impact on shipping shirts to third parties for them to potentially ship it again to the end consumer. It also reduces the final cost of the shirts as the margin for the 3rd party retailer has been removed.
The final selling price of the shirts is calculated on a sustainable model too and set at a level where we can sustain our business, pay our quality suppliers well and continue to develop more great shirts. This price is fixed, and we don’t discount or offer sales to clear overstocked products as we only produce our shirts in small batches. This means our customers receive great quality and great value and can buy at any time of the year knowing the price they pay is the price everyone will pay all year.