The word “sustainability” is as trendy as it is relevant, so it’s good to be mindful of its use. Companies use it left and right because we think it’s what you want to hear. But sometimes I resent it. How do I know my designers are truly eco-conscious? What does it really mean when Zara and H&M use the word “organic” yet produce massive amounts of fast fashion as quickly as it’s purchased? What happens to excess garments, to excess fabric?
I only know and believe what I see with my own eyes. I know that producing small quantities with less fabric, less machinery, less oil, less washing and less dying creates less waste. I know that producing in small factories, as our designers do in Japan, Italy, Lithuania, Poland, Greece and Israel, costs more money—but it allows our ladies to be paid well! I see them. I see how they are dressed, their faces, their attitude… And I know their employers. I ask questions!
I can comfortably put in print that Rootchi cares about sustainability. We offer styles that are timeless, not one-hit-wonders, expertly crafted of quality fabrics that last. We care about our product, the process and the people who make it for us. We produce small quantities in small factories with so much respect for the women and men behind the scenes. For this, I am proud.
All my best,