As the fashion industry faces increasing scrutiny over its environmental and social impact, TWOTHIRDS is emerging as a pioneer in sustainable practices. This innovative brand is reshaping the industry with its commitment to eco-friendly production, ethical standards, and a game-changing PRE-ORDER system. Here’s how TWOTHIRDS is setting new benchmarks for sustainability and redefining what it means to be a responsible fashion brand.
Tackling the Problem of Overproduction
The traditional fashion model is plagued by overproduction, where brands manufacture excessive quantities of clothing based on predicted demand. This often results in a significant percentage—between 10-30%—of unsold stock that ends up in landfills, contributing to environmental harm. Fast fashion exacerbates the issue with its cycle of rapid consumption and disposal, leading to garments that take decades to decompose and release harmful chemicals into the environment.
The PRE-ORDER System: A Game-Changer
TWOTHIRDS has introduced a transformative approach to fashion production through its PRE-ORDER system. Rather than pre-manufacturing items based on speculative demand, the brand allows customers to pre-order garments they genuinely want. This method aligns production with actual demand, drastically reducing waste. Customers benefit from a 20% discount, while the brand’s approach encourages slower fashion consumption and a more thoughtful relationship between consumers and their clothing.
This system not only helps to minimize waste but also promotes a more conscious approach to fashion, aligning with the values of a growing community of eco-conscious consumers.
B Corp Certification: A Mark of Ethical Excellence
TWOTHIRDS’ commitment to high standards in sustainability and ethics is validated by its B Corp certification. This prestigious designation reflects the brand’s adherence to rigorous criteria across several impact areas. These include:
Workers: Evaluating how well the company treats its employees and ensures fair and humane working conditions.
Governance: Assessing the brand’s transparency, ethics, and accountability in its operations.
Environment: Measuring environmental performance, including material sourcing and energy use.
Community: Reviewing the brand’s interactions with its business environment and suppliers to foster positive relationships.
Customers: Gauging the brand’s responsiveness to customer needs and overall satisfaction.
TWOTHIRDS achieved an impressive score of 83.4 in 2022, surpassing the median score for B Corp applicants, particularly excelling in governance and customer satisfaction. This certification underscores TWOTHIRDS’ ongoing commitment to improvement and innovation, particularly in its unique PRE-ORDER model.
Embracing Sustainable Materials
A cornerstone of TWOTHIRDS’ approach is the use of eco-friendly materials. Traditional cotton, known for its high pesticide and insecticide use, poses significant environmental and social challenges. In contrast, TWOTHIRDS opts for sustainable alternatives such as TENCEL™ lyocell, hemp, linen, and organic cotton. These materials require fewer resources and have a significantly lower environmental impact, benefiting both ecosystems and the communities involved in their production.
By focusing on timeless design and high-quality production, TWOTHIRDS aims to counteract the fast fashion trend of frequent disposal, ensuring that each garment is built to last.
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Promoting Recycling and Reuse
The fashion industry’s waste crisis is alarming, with one truckload of textiles being sent to landfills or incinerated every second. TWOTHIRDS addresses this challenge by incorporating recycled fibres into their collections. These include leftover production materials, post-consumer waste, ocean-recovered materials, and deadstock fabrics. By repurposing these resources, TWOTHIRDS not only reduces waste but also supports a circular fashion model.
Innovative materials like recycled nylon (Econyl) are central to their strategy, as Econyl production emits approximately 60% less greenhouse gases compared to virgin nylon and requires less water. This commitment to recycling and resource efficiency highlights TWOTHIRDS’ dedication to both environmental sustainability and innovative practices.
Leading the Way in Sustainable Fashion
TWOTHIRDS is setting a new standard in the fashion industry with its forward-thinking approach to sustainability. The PRE-ORDER system, B Corp certification, use of eco-materials, and commitment to recycling reflect a holistic and responsible approach to fashion. By prioritizing ethical practices and environmental stewardship, TWOTHIRDS demonstrates that it is possible to create stylish, high-quality clothing while making a positive impact on the planet.
For those seeking a more sustainable and mindful fashion experience, TWOTHIRDS offers a compelling alternative to traditional fast fashion. Their innovative practices not only reduce waste and promote ethical production but also inspire consumers to make more conscious choices. As the fashion industry evolves, TWOTHIRDS stands at the forefront, leading the charge towards a more sustainable and responsible future.
References & Source Credits: TWOTHIRDS | Sustainable & Eco friendly Clothing
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