Buy Less, Buy Better - Purposeful Retail in a Circular Economy

Posted by Nicolas Mekchoudi on

Activn choice of using sustainable premium fabrics for its workout clothes is part of a global movement with at its core the real need and hopefully solid trend of pushing back against (very) fast fashion and mindless consumerism when it comes to clothing.

Cheap, yes, but when it comes to sportswear, even the most celebrated sport brands, use polyester or nylon as the main content for their garments. Those are synthetics, derived from petroleum and chemicals that can’t biodegrade or be recycled easily. Carbon co2 emissions from polyester production is also one of the highest carbon emission industries worldwide generating greenhouse gas and impacting climate change.

Our apparel may seem more expensive that you regular performance tee-shirts but we use innovative and more eco-friendly fabrics (that may contains a small amount of polyester e.g Spandex for elasticity) and offer naturally higher performance benefits (Sweat absorption, thermal regulation among others) less the expensive branding of well known brands.

Tencel fibers based fabric hiking tee-shirt

A perfect example is TENCEL™ fiber, from Austrian company Lenzing: A branded lyocell fiber that comes from the pulp of trees which is dissolved in a non-toxic organic solvent. The solution is then extruded through fine holes to produce fiber and the solvent is recovered in a closed-loop process, more than 99% of the solvent is recycled and reused.

Tencel lyocell closed loop sustainable production

The innovators at TENCEL™ and fabric makers we work with, are at the forefront of a modern, circular economy, that aims to minimize waste and makes the most of natural resources.

Sweat wicking property: Although plant-based like other very good non-synthetic cellulose fibers: Modal and Viscose (Rayon), TENCEL™structure comes from a different manufacturing process and gives TENCEL™ improved moisture absorbency and breathability. The dark areas show water absorbed into the structure of the fibre. Picture: Lenzing Fibres

Tencel®lyocell moisture absorbency and breathability

Most of our garments use fabrics that are also GOTS certified (Global Organic Textile Standard for ecology and social responsibility) and Oeko-Tex Standard 100 certified (Skin friendly, hypoallergenic fiber, no skin harmful toxins)

One more way, we work towards a more sustainable world is our direct to consumer online retail process. Our clothing lines are mostly Made in Canada (As indicated), picked up from our local Toronto factory to us to you via only. No middle-men, less transportation costs and pollution generated.

Help us build a more purposeful retail sector, buy less often but buy better quality products.