SISTERS DOING IT FOR THE PLANET
Kim and Natalie Ellis are pioneering the change to a more thoughtful lifestyle through responsible fabrics and ethical practices
Tell us a bit about what you do
The Joinery is a sustainable and ethical product and lifestyle brand. We like to think of ourselves as fashion’s problem-solvers — finding sustainable solutions to environmental and community issues through design. What inspired you to start your brand? Our love of fashion and accessories, coupled with our family’s eco lifestyle and our dad’s work ethic, made us want to start up our own business, as well as establish a brand that would uplift local our communities.
What is your brand’s aesthetic?
Our products are simple and sustainable luxury items with a contemporary look.
Describe the person who wears your clothes
They are women and men who want classic, fresh, contemporary accessories to complement their lifestyle. The women are strong; they want to look effortlessly luxurious while supporting community co-operatives.
What makes your brand distinct?
We are pioneers of responsible fabrics — our fabrics are made from recycled plastic bottles.
What is “responsible fabric”?
Fabrics and materials that are kinder to the environment or that are biodegradable.
What is ethical consciousness?
Being mindful about how your products and garments are made; where they are being made, and choosing a sustainable alternative.
Why is it important to have a brand that values ethical consciousness?
As the fashion industry, we need to move towards more sustainable ways of production. We need to find sustainable alternatives to our current methods of production through design.
What’s it like being a designer in SA today with these values?
We are blessed to be in an industry that gives us the freedom to explore original talent and to use these tools to empower people — and create beautiful authentic pieces.
What has your impact been on communities you work with?
We produce our product and fashion lines with sewing co-operatives located in townships around Cape Town. The seamstresses can work in their own environment, close to home, which means they are there for their children when they need to be. We believe we are helping to change mindsets about recycling and waste.
Is a sustainable lifestyle affordable?
There is no alternative but to become more mindful of the effect we as consumers have on our planet. Any steps we can take towards choosing sustainable alternatives is one step towards making a change.
How does one start being ethically conscious?
Ask questions about how your clothing is made, and what materials they are made from. Educate yourself. Choose products made by local designers who use eco-friendly methods of production or brands that support environmental causes.
‘There is no alternative but to become more mindful of the effect we as consumers have on our planet’ KIM AND NATALIE ELLIS THE JOINERY