On a drive to make fashion sustainable
In the space of four years, Olivia Jordan has gone from selling and buying fast fashion to fighting it with her own brand from her Lower Hutt home.
Two years ago, she founded Lila by Liv to be environmentally conscious for her and her customers.
When lockdown hit and her Massey University fashion design classes went online, Jordan had more time on her hands to create, show and sell her pieces through Instagram.
When she completed her degree, registered her business and created a website, she felt it was a real business.
‘‘It started quite organically though Instagram but turned into a real thing when my website went live,’’ she says.
‘‘There was a gap in the market for what I was doing at the time. Everyone was trying to support more local and the whole sustainability stuff was starting to become more of a thing that people really wanted to become a part of.
‘‘It’s more common now, which I think is just great and I really want to see more of that.’’
Fast fashion gives affordable options and instant gratification for consumers, but there is an ugly side to the industry.
A United Nations study found the fashion industry creates about 10 per cent of global CO2 emissions, more than aviation and shipping combined.
‘‘It is such an issue. I think the big businesses are who you would want to see change from.
‘‘But small businesses and those starting out should be mindful from the onset, and continue to be sustainable as they grow.’’
The average consumer buys 60 per cent more pieces of clothing than 15 years ago. Each item is only kept for half as long, the UN study found.
‘‘Just four years ago I was buying fast fashion. It’s easy and fun.
‘‘But trends come and go faster than ever and most of those clothes I was buying just ended up in landfill.’’
Jordan said this can be changed with customers buying better quality and timeless pieces.
‘‘My clothing is all very timeless, loose fitting, and work well as good staples to build off.
‘‘My pieces are made to be comfortable, eco-conscious and to serve a purpose.’’
Jordan makes a limited amount of clothing in standard sizes, but most of her pieces are made to order.
She said this method reduces waste, doesn’t leave her with leftover stock, and creates more lasting pieces for her customers.
At the moment Jordan makes all pieces at her Tirohanga home herself, but with demand growing she is looking at New Zealand manufacturers to work with.