Acting environmentally friendly is a privilege. Unfortunately, not everyone can afford solar panels or an electric car. Still, some actions are much more accessible and equally impactful— like being a conscious consumer and supporting businesses that align with your values. We believe in the significance of every economic decision, the demand it generates and the persuasion it holds. That’s why we donate 100% of profits to a range of local causes to accentuate how impactful every purchase truly is. 

 

about us

In 2016 I learned to screen print in my college dorm room. I loved it, I've created art my entire life, but this was a new exciting medium to explore. As I worked more with clothing, I inevitably learned more about how incredibly destructive the fashion industry is.

I sourced from local suppliers and only used natural textiles. Still, I felt it was counterproductive to create a "sustainable clothing company" when it's more environmentally beneficial for new apparel to never exist in the first place. The world doesn't need any more clothing. But with that being said, the demand for new clothing isn't going away.

Our founding belief is that every dollar spent is a vote cast enabling or condemning the change we wish to see in the world. 

By donating 100% of proceeds, we create a purpose for the apparel to exist while also providing an opportunity for shoppers to exercise their purchasing power positively in a way that benefits you, a deserving organization and in turn, the world. All without skimping on the quality of how it's made and what it's made of. 

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Jacobus DeGroot (Founder) & Luka (Friend)

 

why we
do it 

We believe people are inherently good, and life is full of opportunities. Opportunities that seem unspecial and momentary but eventually culminate to create something much more significant. Our business philosophy is this; We can save the world, but only if we want to. 

In 2017 The Carbon Disclosure Project released a study on global emissions, claiming that 100 corporations are responsible for over 71% of emissions, although some readers found contention over the article. In the study, "Downstream" emissions, which occur from the use of sold products, are attributed to the producing company, not the consumer. As a result, some readers believe that responsibility entirely falls on those producing the goods to operate as ethically and sustainably as possible. In contrast, others argue that the consumers using and generating the demand for said products should also be accountable.

So who holds the responsibility? Well, in short, we believe that we all do. ('We,' referring to the developed world.) 

"The most significant change in marketing in recent years has been the power shift from brands to consumers." (CNBC) Thanks to social media, shoppers—not retailers—are now becoming the critical influencers over what their peers buy. Not only is social media making shoppers more powerful, but it's also making them more influential. Today, shoppers have a huge advantage over the businesses they buy from; we call that 'consumer power.'

Consumer power is similar to purchasing power but additionally considers the demand and social influence generated from every purchase. In other words, it supports the idea that every purchase is significant and every dollar spent is, realistically, a vote cast to enable or condemn the change you wish to see in the world. 

And yes, that's easier said than done. Some decisions are logistically much more complicated than others, like how not everyone can afford a Tesla or fit their home with solar panels. But some decisions are pretty straightforward. 

As simple as the answer may be, the most challenging part in solving any issue is bridging the gap between knowledge and action. This obstacle has been observed over various complicated problems and is not exclusive to social issues. 

Each year, businesses spend billions of dollars on management consulting seeking advice. But oddly enough, the recommendations the firms paid for are seldom implemented. A 2000 Harvard business study, conducted by Jeffrey Pfeffer and Robert I. Sutton, Professors of organizational behaviour, sought to find the answer to, what they titled, the 'Knowledge-Doing Gap.' The team discovered that each year over $60 billion is spent on management training by organizations. However, much of the basis for this training is on knowledge and principles fundamentally timeless-unchanged or unchanging. Nevertheless, often the exercise repeats regardless of the content, delivery, or repetition frequency. Here's another example of two managerial consultants from a leading firm working on a large electrical utility project facing deregulation in Latin America. They soon discovered that management already had a four-year-old 500-page document with extensive plans and recommendations produced by a different consulting firm. (The Knowledge-Doing Gap, Jeffrey Pfeffer and Robert I. Sutton) 

There is no easy answer in explaining why this occurs or proper suggestions in fixing it. (Often, experts attribute to individual circumstances.) Still, it's agreed upon that it's less important to understand the reasoning behind each case and much more beneficial and valuable to the organization to identify the gaps in the first place. One of Pfeffer and Sutton's main recommendations is to engage more frequently in thoughtful action. Spend less time contemplating and talking about problems. Even if you fail, taking action will generate experience from which you can learn and grow. Imperfect action is always better than perfect inaction.

"The difference a tiny improvement can make over time is astounding. Here's how the math works out. If you can get 1 percent better each day for one year, you'll end up thirty-seven times better by the time you're finished. Conversely, If you get 1 percent worse each day for one year, you'll decline nearly down to zero. What starts as a small win or minor setback accumulates into something much more." - (James Clear, Atomic Habits)

 

Through the power of our purchases regarding the demand it generates and the persuasion it holds, we believe consumers can effectively combat exploitive and destructive industry standards by bridging the knowledge and doing-gap and making conscious everyday decisions. Decisions that seem unspecial and momentary but ultimately culminate to create something much more significant. 

 

how it's
made

From day one, this company has been mission-driven. The articulation of those goals may have changed and evolved as we've grown, but the main idea has remained the same. Essentially, we want to be a part of the problem and not the solution. We fulfilled this goal by sourcing our products as environmentally friendly and local as possible. 

textiles


We entirely use natural textiles in all our products. Our proprietary blend is 70% rayon fibre (bamboo) and 30% organic cotton. Not only does this create a luxuriously soft and long-lasting garment, but it also ensures no pesticides or harmful chemicals are used anywhere throughout the supply chain that may negatively impact those working with or wearing the garment. 

bamboo

Bamboo is a fast-growing, high-yield, low input crop. It is the most sustainable of the natural fibres. The type of bamboo used for making fabric, commonly known as Moso, can reach a mature height of 75 feet in just 45 to 60 days. It needs no pesticides and, if there is sufficient rainfall, no additional irrigation is required. It regenerates naturally through an extensive root system that sends out an average of four to six new shoots per year. Thus, it can be harvested numerous times without any detriment to the soil. The bamboo is grown per the international organic standard of the OCIA (The Organic Crop Improvement Association) to verify the bamboo stalks are grown naturally and without any chemical pesticide.  

organic cotton

Organic clothing products are safer as manufacturers adhere to very rigid and stricter manufacturing standards. This is not only to minimize negative impact to the environment but to ensure customer value as well by subscribing to very high ethical standards such as Fairtrade Cotton, Better Cotton Initiative, FLO International and other global movements that promote organic cotton. Producing organic cotton uses lower carbon due to lesser fuel and energy consumption. Because it goes through a chemical-free production process, it also prevents water contamination. The health of workers are also not compromised. Lastly, the use of excessive fertilizers and pesticides also cause irreparable damage to the environment.

supply chain

Since our inception, we've been a business predicated on sustainability and ethics. Starting with our commitment to manufacturing all our goods on Canadian soil and to only partner with Canadian businesses throughout our supply chain. In select instances where Canadian suppliers are not available - we partner with international businesses that are both reputable and share our values. The following is a description of all the manufacturing partners involved in both the sourcing of raw materials and the production of our premium clothing. 

raw materials 

Yarn is the one input that cannot be sourced from within Canada. The reason is simply due to climate. Canada is a clod country and is inhospitable to the crops required to sustain the spinning industry. Organic cotton is sourced from North Carolina, USA, while our bamboo is sourced from the Sichuan province, China. Take a look into the life of a bamboo harvester in the Sichuan Province here.

yarn

Our bamboo yarn supplier in China holds the patent on the process of turning bamboo into yarn. This yarn is certified organic by OCIA (Organic Crop Improvement Association). The facility in which the yarn is produced is Oeko-Tex 100 Certified. This certification ensures the finished fibre has been tested for any chemicals that may be of detriment to the environment or the individual involved in its production.

dye

The greige fabric is then shipped to Ajax, Ontario, for dyeing and finishing at a family-owned commission dyehouse. The dyeing and finishing processes use the highest quality, cruelty-free non-toxic dye materials. In addition to the use of innocuous dyes, Ajax Textiles has one of the most advanced wastewater treatment systems; The discharged water is treated for particulates, acidity and temperature before it is sent to the municipal sanitary authority. 

cut and sew

The dyed fabric is then shipped to Scarborough, Ontario, for cutting and sewing at Jerico Apparel. It is here that skilled markers and cutters work collaboratively to minimize fabric wastage. And small cutoff pieces, that are invariably created in the cutting process - are repurposed as handkerchiefs and towels for internal use. Sewing is then completed at one of three facilities within Scarborough, Ontario. All the sewing facilities are hospitable and conducive to a positive working environment. Many sewers have been with the company for 20+ years. 

accesories

Our zippers are made in YKK in Montreal, Quebec. Our buttons are made by the Button Group in Scarborough, Ontario. Our labels are made by Laven Industries in Markham, Ontario. As an added effort to keep things green - we use recycled boxes sourced from the Bee and Jay Carton Company in Pickering, Ontario.

print

This is where we take over. Once the garment is complete we hand screen print in-house at our headquarters in Lake Louise AB. We utilize eco-sensitive inks as well as follow the strictest waste guidelines because we operate within Canada's oldest National Park.

goals

We've done a lot to mitigate our social and environmental impact, yet there's always more work to do. 

only produce sustainable apparel 

In 2017 we began exclusively sourcing natural textiles. In 2018 our entire product line-up was made using entirely environmentally sustainable textiles.

ship entirely biodegradable 

It started with switching to biodegradable mailers, then we swapped our beloved custom stickers for buttons and lastly got rid of that plastic hangtag thing. 

become carbon neutral by 2025

Our most ambitious goal yet. Through the employment of renewable energy and strategic environmental conservation, we aim to emit net 0 carbon within the next 5 years.

Our most ambitious goal yet. Through the employment of renewable energy and strategic environmental conservation, we aim to emit net 0 carbon within the next 5 years.