Behind the Brand: Thinking greener with Organic Basics

Basically better made. Consciously created. Designed to last. This tagline hits all the main spots of what is wrong in todays fashion industry and it is exactly what the brands co-founders had in mind when they created their brand Organic Basics. The co-founders of the Copenhagen based brand were tired of the cannibalisation of overpriced and branded fashion accompanied by poor standards. With their goal being to create greener products for the urban consumer they even call themselves the Patagonia of the urban lifestyle.

But let us hear a little more directly from the brand.

Marie: If your brand was a person, describe her/him in three words.

Organic Basics: Open. Friendly. Innovative.

Marie: What are your thoughts on the relationship of sustainable fashion and trends. Do you believe that consumption and sustainability can go hand in hand ?

Organic Basics: Absolutely. If you don’t need it, don’t buy it. Owning just the right amount of clothes and essentials is an important way to reduce environmental impact. Also, being cautious of how regularly you wash your clothes with significantly increase the lifetime of your clothes. That’s why we created SilverTechTM - as it helps the fabric stay fresher for longer - reducing the need for frequent washing.

“Although sustainability in fashion wasn’t really part of the conversation back when we started, we knew something was wrong with the industry, and therefore sustainability had to be at the core of the brand.”

Marie: Would you like to share the story behind your brand with us?

Organic Basics: We started an underwear brand because we didn’t feel like any other brands spoke to us. Although sustainability in fashion wasn’t really part of the conversation back when we started, we knew something was wrong with the industry, and therefore sustainability had to be at the core of the brand. That meant choosing more environmentally responsible materials and partnering only with heavily certified factories i.e. factories that care for the environment and pay their workers a living wage. We’ve started out with the items that stay closest to the skin, and then we will be building more everyday essentials from there.

Marie: What is the most challenging part about creating sustainable fashion for you?

Organic Basics: Not to sound too predictable but all challenges are opportunities - we want to close the fashion loop by regenerating post consumer textiles (not just pre-consumer textiles. It’s a challenge - but an important one that we hope to achieve within the next few years.

Marie: Who makes your pieces?

Organic Basics: Most of our products are made in Izmir, Turkey at a GOTS certified production facility. The remainder is made in Portugal and our recycled nylon comes from Italy.

Marie: Where do you source your materials from?

Organic Basics: All our materials are sustainably and locally sourced in Europe. Our organic cotton comes from Izmir, Turkey and our recycled nylon comes from Mantua, Italy.

Receive 15€ off everything at Organic Basics when you use the code MARIEOBC at checkout.

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Behind the Brand: Etta Collective.

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An introduction to Sustainable Fashion