A Brand To Admire: House Of Dagmar

No doubt the fashion industry must change its practices. But there is hope if more companies follow the footsteps of House Of Dagmar or at least take a page out of their book. In 2005, three sisters launched Dagmar, a Swedish contemporary label for women. Their standard is clear: high quality fabrics, high quality design, and high quality production. HOD takes sustainability seriously.

The sisters began measuring their carbon footprint in 2017. “We learned many things, for example that around only seven per cent of our fibres were sustainable when we started measuring. We also learned that using fibres that can be recycled or incinerated with energy recovery results in CO₂ savings.” They don’t walk the talk. They are doing!

Back in 2017, 25% of Dagmar’s collections was sustainable and was a GOOD CHOICE. At the beginning of 2019, 50% of their collections were sustainable. For 2020 they hope to be at 90%! Dagmar introduced The GOOD CHOICE- label. A tag that promises the clothes it hangs on are made from ethically produced and environmentally friendly materials.

Where are they going with the goal?: Dagmar’s goal of becoming a climate neutral fashion brand by 2025, offering only 100% sustainable collections.

“For us, this is not only a trend but an important journey. It is an important part of who we are and what we do, it is a part of the Dagmar-DNA.”

I love transparency! I love choices to buy good! I’m a fan of Dagmar!

The Reality Of All Those Returns

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At times I am guilty of ordering and returning like a revolving door.  Boxes come in and boxes go out.  I sit comfortably on my iPhone or iPad to scour sites that make ordering, returning, and free shipping not just compelling but effortless.  Especially with a growing child that has zero interest in shopping.  Online shopping is painless for he and I.  It allows me to order multiple sizes since every brand runs differently.  The inconsistency of sizing is a real challenge.  Delivery to the front door 24 hours later with free returns makes it appealing.  So how do you break this habit?

Something has to change.  When you start reading about the harmful effects caused by the fashion industry you just can not ignore the facts.  After reading an article forwarded to me, I am rethinking my shopping habits.  BBC has revealed what happens to a large percentage of those online returns.  For the most part, they end up in landfills.  But it is not just the returns.  It is the whole process of the garment industry.  Time to make some changes. 

My online ordering is going to take on more discipline.  Practicing being selective with my purchases.  Choosing to support more transparent companies.  It is difficult when it comes to shopping for children.  But thanks to a friend who shared with me Gap Inc.’s commitment to environmental goals through their Gap For Good has me revisiting Gap as a resource for the whole family.  Plus they always have a promo!

Here is the eye-opening article, Your brand new returns end up in landfill from the BBC.  Awareness, action, and even the smallest steps can make a difference.   (images from BBC and Getty)

The Stella Way

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Stella McCartney is a leader in the fashion world.  She speaks openly about the fashion industry’s harmful effects on the environment.  Stella operates a transparent company that designs with intention and produces clothing in a responsible manner.  Her designs are a combination of: feminine + masculine, utilitarian, and timeless.  Stella hopes her pieces will be lifers in your closet.  She is not about fast fashion.  She is about awareness with action.  Stella leads by example and believes the industry must do better.  She was one of the first designers to drop leather and fur some 15 years ago. 

Her recent Paris runway shows her commitment with upcycling, faux leather, organic materials, faux fur, Eco-canvas, and sustainable viscose (btw this is nothing new for Stella).  She partnered with the iconic British brand, Hunter boots for this collection.  A sustainable boot crafted from natural rubber and feature Yulex sock inserts (a plant-based alternative to neoprene).   Stella McCartney is one to support!   All images from Stella McCartney

Bihor Couture’s Story

Something good to share!  Beau Monde, a fashion magazine is partnering with a small town in the Beius Country of Romania to keep their craft alive by creating the brand Bihor Couture.

Fashion designers find their inspiration by traveling around the world and immersing themselves into different cultures and traditions to draw inspiration for their next line.  Unfortunately they don’t always give those communities credit.  But through the awareness and support of Beau Monde the story is changing.  The local creators of Bihor can now sell their 100% authentic Romania design pieces online.  Their handcrafted pieces are bold, bright, unique, and steep in tradition.  The Beius Authentic Jacket is artwork, the scarf is fantastic, and the blouse is simply perfect.  Pieces are for pre-order only due to the length of time that goes into each handcrafted and hand embroidered piece.  Quality takes time.  There is no mass manufacturing here in Bihor.

The video is eye-opening, beautiful, inspiring, and true!  I want to visit these ladies.  I want to befriend them.  They are talented and don’t hold back any punches!  I want to learn their craft.  This story makes my heart sing and it deepens my love for authentic fashion.  Connecting faces to stories is how messages can be conveyed.  Thank you to my dear friend, solid liquids who shared this story with me. Keep them coming my way!  I have been meaning to share this story and no better time than now. Discover Bihor Couture for yourselves and share this story.

video @ Bihore Couture and images @ Branding News