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The Second Life of things

FOXTROT : As a sustainable brand, we've created a product that is new, but that can be recycled in many different context, by different people in the same family. We've also tried to create a "classic", a product that is meant to become vintage one day.. Of course, our material and production condition are respectful, both for the planet and the people. But we'd like you to be critical : do we qualify as a sustainable brand? What could we do to improve our production process?

ELIZABETH CLINE : That’s not for me to decide. The fact that you are thinking about your impact at all is such a huge step forward. No fashion brand has zero impact on the world and we can’t hold ethical and sustainable companies up to impossible standards or they’ll fail.

I agree that kidswear and maternity clothing is a problem, as well as an opportunity. Kids and pregnant women are constantly growing out of their clothes, so there’s a very real need to rotate out items and bring new ones in. Parents are also very busy and often don’t have as much time to rethink how they’re buying for their kids or seek out companies or methods that are better for the planet. One piece of this is education, so communicating to parents that less is better, you really don’t need 25 pajamas when two or three would be just fine. Parents can also communicate to friends and families that they don’t need more clothes for their kids, along with suggestions for what items they do need instead. I know a lot of people who are constantly gifted baby clothes. Lastly, we need new companies that solve this problem for parents. I think reuse in a huge part of the solution, so we need secondhand companies that are dedicated solely to kids and maternity clothes and make it very easy and cost competitive.

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