Tak­ing a more or­ganic ap­proach leads to job cre­ation

Marie Claire (South Africa) - - INSPIRATION -

As part of the South African Fash­ion Revo­lu­tion move­ment, The Join­ery has the an­swer to the ques­tion more and more con­sumers are ask­ing: Who made my clothes? The sis­ters realised that tak­ing a more or­ganic ap­proach would also lead to job cre­ation. Based in a small stu­dio in Cape Town, all their prod­ucts are made by a sewing team in Ma­nen­berg and a leather hand­bag co-op­er­a­tive in Khayelit­sha. Us­ing hemp linens in the pro­duc­tion of their cloth­ing is a pri­or­ity for the brand, but this isn’t al­ways pos­si­ble due to the lim­ited amount of or­ganic fab­rics avail­able in the coun­try. They hope this will change though, say­ing, ‘We are on a jour­ney to ed­u­cate our­selves in nd­ing sus­tain­able al­ter­na­tives to cur­rent meth­ods of pro­duc­tion and fast fash­ion.’

Do they think sus­tain­able fash­ion has a fu­ture? ‘We have reached the tip­ping point,’ Kim says. ‘Con­sumers, pro­duc­ers and re­tail­ers are all re­al­is­ing that there is no al­ter­na­tive but to start think­ing sus­tain­ably; we can­not ig­nore it any longer.

‘Peo­ple are also re­al­is­ing how much bet­ter they feel buy­ing prod­ucts that have a pos­i­tive, trace­able story.’ @TheJoin­erySA The Join­ery is avail­able at the Old Biscuit Mill De­sign Market and the Neig­bour­goods Market in Wood­stock, Cape Town, as well as Mungo and Jemima stores and at the Mabo­neng Precinct in Jo­han­nes­burg. The­join­ery.co.za @thejoin­erysa The­Join­ery

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