Enid Locket

Conscious Decision-Making Rooted in Sustainability: We've been reflecting a lot on the challenges of starting and running a sustainable women's clothing brand. It's crucial for us to make conscious decisions that align with ethical and slow fashion principles, ensuring that every choice reflects our commitment to do the best we can with our current resources and knowledge.

Customer-Centric Production for Waste Reduction: Our approach revolves around customer-driven production to minimize unnecessary waste. By enabling our customers to vote on which garments enter production, we eliminate the guesswork in selling fashion items. Traditional fashion practices often result in excessive waste due to the production of garments that never find buyers, leading to millions ending up in landfills. We firmly believe that customers express their preferences through their purchases. This distinctive aspect of our business ensures that we produce only the garments with a genuine demand from our customers, aligning with our commitment to sustainability.

Brand Power and Ethical Choices: It's disheartening to see many brands prioritize profit over ethical and sustainable choices. For us and our small company, we're committed to making decisions that align with our values, even if it means incurring higher costs. It's about more than just the bottom line; it's about doing what is right and what aligns with our conscience.

Focus on Natural Fibers and Sustainable Practices: Our commitment extends to the materials we use. We aim to prioritize natural fibers, especially cotton, citing the environmental benefits they offer over synthetic counterparts. Additionally, we're exploring ways to minimize the use of harmful chemicals in garment production and considering the possibility of creating undyed garments to reduce our environmental impact.