4 days ago
- Business
- Otago Daily Times
Sustainable fashion movement gains momentum
A local collaborative has caught the interest of philanthropists across the country who are dropping tens of thousands of dollars in the name of sustainable fashion.
Wānaka Precious Collaborative sold two designer coats for a total of $30,000 and are now getting more calls from generous individuals looking to support the company's ethos.
The brand was started by local Claire O'Connell as a way of creating clothing sourced from sustainable materials and sold at an affordable price.
In May, the company launched its first line, The Celtic Collection which comprised shirts, pants, a skirt and a pinafore, all made with natural hemp and wool materials.
Each item comes with a "true price", reflecting the cost of making and selling the garments and a "gift price", which is the cost subsidised through the sale of the coats.
Ms O'Connell hosted an auction towards the end of last year to sell two coats made by Auckland-based designer Liz Mitchell, which would then subsidise Ms O'Connell's line.
One of the coats was sold during the auction for $10,000 and, more recently, the second one brought in twice the amount for the collaborative, something that came as a pleasant and emotional surprise for Ms O'Connell.
The woman who bought the coat said it was never about simply buying an item of clothing but about supporting a cause that meant something to her.
The Wellington-based philanthropist requested to remain anonymous, saying her partner and herself wanted to ensure the spotlight was on the causes they supported instead of themselves.
"We do all of our giving anonymously," she said.
" ... It's the organisations that deserve the limelight, not us."
After seeing the Precious Collaborative's unique model reported on in several news outlets, the philanthropist connected with the cause and decided to get in touch with Ms O'Connell and make a generous offer for the coat.
She made it clear it was never about the coat but about supporting an innovative solution to fast fashion.
Dressing sustainably was a value close to her heart, having grown up with hand-me-down clothes from friends and family so as to reduce waste and appreciate clothing.
"We were not wealthy," she said. "I certainly did not go without but the whole idea was that you looked after what you had, and you made sure that you could pass that on."
She said her purchase was about supporting the values of a business that aligned with her own beliefs and experiences.
Ms O'Connell said they had interest for two more coats designed by Liz Mitchell which would go further in sustaining their business model.
She was not only happy to see that there was interest in the coats but also to witness so many around the country share her vision for more affordable, quality clothes.
— Allied Media
