Monday clothes that feel like Sunday

Stylish, comfortable, ethical, sustainable – designer Jodie Woods ticks all our boxes with her fashion label Tonic & Cloth.

Woods, who is based in Fielding, always knew she wanted ‘tonic’ in the name of her brand. “I wanted the clothes to feel like a tonic to the body, and that their production values would ensure they were also a tonic to the planet and to the people producing them. The idea was that the clothes would be a tonic made from cloth – hence Tonic & Cloth.”

The brand is a social enterprise, and in Woods’ opinion, it’s business at its best. Tonic & Cloth has partnered with an inspiring production house, Holi Boli, in rural India, founded and led by pioneering Kiwi Ana Wilkinson-Gee. Armed with a few industrial sewing machines and some serious skills Holi Boli fights poverty and brings ongoing opportunity for female identity and empowerment.

“Business has such an incredible opportunity to impact positive change in our world. Making and selling beautiful things and changing lives in the process,” she says.

Woods knows first-hand just how uncomfortable clothes can be.

“The brand came about through my own struggle with endometriosis and the difficulty I had in finding wearable clothes with a fashionable edge.

“Tonic & Cloth garments are comfortable as well as edgy enough to wear to the office. Clothes that make you feel strong and powerful and ‘on point’ – thoughtful cuts, hidden elastic and delicious breathable fabrics” – including rom silk and linen, to GOTS certified organic cotton sourced from India.

“I believe business changes lives. I want to see this everywhere, not just with a small pocket of designers,” says Woods. “Events such as the Good Sustainable Style Show help call this into being. By creating a high impact, beautiful platform to entice consumers into a new way of thinking about the clothes they wear.”