From the very beginning we have manufactured all our pieces in my home country Estonia. Not only did it give us the flexibility to produce in small quantities when we first started but it has also given me a clear understanding how our pieces get made and who makes them.
The manufacturing unit is based in the middle of our capital Tallinn and every time I`m in town I spend hours working there. I believe it should be part of every brand´s agenda as this is when things get real. You see how your creations are becoming alive. It´s equally scary and energising.
Our manufacturing model has always been to produce only the pieces that have been pre-ordered from us. We know where almost every piece goes and we are not stuck with heaps of extra stock no-one wants. I wouldn´t be able to put my name to something that will end up lying on the shop floor. Manufacturing in small units allows us to also get our fit better season after season as we listen to feedback from customers.
But why this post now?
On 24th April last year, 1133 people were killed when the Rana Plaza factory complex collapsed in Bangladesh. To me one of the most shocking aspects of the disaster was that, even a week later, many brands did not know whether or not they had been producing clothing within the building.
I love clothes but I hate what direction fashion has been moving towards some time now. For me it has always been about originality. But originality is not scalable and mediocrity is. The demand for cheaper clothes kills not only the creativity of designers but also the sense of style of the customers.
Let´s face it no-one needs masses of clothes for the price of blood, sweat and tears. Multi-pack of 5 knickers for the price of 3 euros, anyone? I admire clothes that have love and care put into them, like my vintage dresses from the 60s. I know it sounds cheesy but there really is a lasting difference.
So to help raise awareness of the true cost of fashion and celebrate all those involved in creating a more sustainable future for fashion, I am proudly wearing our items inside out on Fashion Revolution day.