Travel more. Pack Less. Stay stylish.
How long have you been in business?
About 3 years.
What does “sustainable fashion” mean to you?
Sustainable fashion means honouring the earth, the people who make the garment, and our customers by providing quality over quantity, versatile items that help our customers travel and live lighter.
What inspired you to start a sustainable fashion line?
I’m an avid surfer, yogi and traveler. I was packing for a yoga retreat and my suitcase broke. I had to stuff everything into a much smaller bag last minute and realized I was packing items that could easily do double duty. My first piece – the Chrysalis Cardi was inspired by this trip and the idea of doing more with less. It transforms from a scarf to a cardigan for the plane, a chic evening gown, and even a beach coverup. The use of sustainable materials, and ethical manufacturing stems from years of working in the retail industry and seeing the lack of regard for the planet. Moreover, being a surfer and seeing the destruction of the ocean that humans have created has motivated me to focus more on sustainability in everything we do.
What is your company’s mission?
WE’RE ON A MISSION TO HELP YOU PACK LIGHTER AND DO MORE WITH LESS. Encircled creates clothing that versatile in design, and everlasting in style. We beautifully mesh function with style.We believe that stylish travel clothing is possible. And that in life, compromise is optional.
Do you have a 5 or 10-year vision for your company that you could share with us?
Our goal is to be the top travel fashion line in North America. Our goal is to eventually vertically integrate our production processes so that we can keep competitive price points, ethical manufacturing and our values in line with our supply chain.
Who is your customer?
Our customer is a women who has wanderlust in her veins. She loves traveling. It fuels her. She’s passionate, multi-faceted and interested in bettering the planet.
What is something you wish people knew about sustainable fashion?
I wish people knew that sustainable fashion isn’t about being perfect or judging others for their choices. If designers truly want people to change their buying habits, we have to make it accessible, easy and a positive process for the consumer. I believe there is no truly sustainable fashion item – everything takes energy and resources to create. However, I do believe consumers can be more mindful of their purchases – buy ethical when they can, or buy less fast fashion. There is not perfect sustainable fashionista – we all have to make choices based on our lifestyle, budget and style.
What’s the most challenging thing about running a sustainable business?
Managing the costs and communicating the value to consumers. Consumers are so used to paying $10 for a t-shirt. Our t-shirts are $58. The materials that go into our t-shirt cost $10. Telling the story of ‘why’ sustainable materials and ethical production matter not only from an environmental and human standpoint – to be able to justify the price in consumers minds. But at the end of the day, if something is ugly, no matter what the price or how ethical it is, consumers won’t buy it.
Is there someone who inspires you and why?
Donna Karan. I just think her designs have stood the test of time and she gives back immensely to the community and greater planet.
Other than your own, which sustainable fashion brands do you like?
Is there anything else you’d like us to know about you or your company?
We’re 100% made in Toronto, Canada
Just For Fun
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