By Chiara Spagnoli Gabardi
Luxury brand Theory has a theory – people love luxury and stuff, and aren’t likely to stop shopping any time soon. So what’s the solution, when overconsumption is killing our planet?
Theory believes small changes can make a big difference, and to support that notion, the’ve just launched Good Wool, a sustainable fabric the brand is using to create chic women’s and menswear. The rich fabric is sourced from a family-owned farm in Australia, and spun in an eco-friendly mill in Italy. All items in this collection will also be fitted out with a biodegradable lining, buttons made from corozo nuts, and recycled paper hang tags.
Whilst the use of wool isn’t anything new for Theory, this new move indicates the brand’s new dedication to a more sustainable future. They’re aiming to reduce their carbon footprint and increase energy efficiency, whilst minimising the hazardous chemicals used in their clothing. By the year 2020, they hope to have reached full sustainability.
But it is a process: “You don’t go from being not sustainable to sustainable overnight. There’s an education, an awareness that needs to happen. We see what we want to improve on. There’s the fiber, the fabric, the manufacturing process—there are so many things,” said Theory’s Senior Vice President of Merchandising and Development, Wendy Waugh, in Esquire Magazine. “I think the responsibility for us is to look at the total picture—our energy usage in our own buildings, educating our own employees. Where can we, as a brand, be more sustainable in everything?”
Company founder and CEO Andrew Rosen outlined his thoughts on the brand’s new direction to the magazine: “Every company has certain values that are important to it, and [sustainability] is just one of the values that’s important to us. I think we have to act in a responsible way. We want to support our environment, and our planet. If we can do a little bit more each year, that’s great. And if we’re doing it, hopefully others will follow.”