Otrium is committed to the mission that all clothing produced should be worn. While no item or fashion brand can be perfectly 'ethical,' there are many areas where brands can make significant improvements. We want to support fashion companies striving for more responsible fashion and empower consumers to understand what this journey entails.To offer an objective perspective on the responsibility journey of the brands featured on Otrium, we have collaborated with industry rating specialists from Good On You. This partnership makes it easier for our members to find “Ethically rated” items and support brands working to create a better fashion industry. Most brands on our platform are rated by Good On You, and “Ethically rated” items come from those fashion companies with scores of 3/5 (It's a start), 4/5 (Good) or 5/5 (Great). More information about the ratings can be found on undefined. In our Ethical  Conversations series, we explore the approaches of “Ethically rated” brands featured on Otrium. For this interview, we spoke with Anke, Juliana, and Alexandra from the Hunkemöller’s ESG Team.  Has sustainability always been a part of Hunkemöller?Anke: The textile industry is the second most polluting industry in the world and has unfortunately been in the limelight for other malpractices. Recognising the importance of addressing these issues, Hunkemöller formalised its sustainability efforts in 2019 with the launch of Together Tomorrow. With this initiative, we started looking at improving our commitments regarding the planet and people.  What sustainability initiatives are you working on?Anke: We've got many small initiatives. However, a big project that will radically transform everything we do is our commitment to setting Science Based Targets (SBTs). The SBTs will influence various fundamental aspects of our operations - such as material usage, packaging, and transport, ultimately driving the progress on other smaller initiatives as well. Alexandra: For instance, our efforts to incorporate preferred materials reduce the carbon footprint and align with the SBT objectives. Also, the data collection involved in SBT feeds into environmental compliance efforts, such as the digital product passport and extended producer responsibility.  And how do you involve your customers in the topic of sustainability?Anke: Involving the customers in sustainability is a big challenge. Take, for instance, our "Bring back sexy" campaign aimed at promoting circularity. It wasn't successful, as consumers are unlikely to return their worn bras. We generally need to be more vocal about our initiatives. My personal philosophy is to ensure products are more sustainable from the start, reducing the need to persuade consumers to get involved in sustainability. Juliana: We have successfully launched two sustainable collections, Josefina and Wies. The Wies collection even earned us the prestigious Green Product Award, which made the entire team excited. By highlighting these initiatives, we've increased consumer engagement regarding sustainability. The response to both collections was very excellent, and they sold out quickly. What makes Hunkemöller different from other fashion brands?Anke & Juliana: We are a brand that is driven by women for women, with a strong focus on inclusion and diversity. They define who we are as a brand and how we operate as an organisation. We are committed to creating a more inclusive & diverse industry for all, and I believe that this is what sets us apart. What is the biggest challenge when it comes to innovation?Anke: People often forget that a bra is a very technical product, with 30 to 50 different components. Improving the impact of a bra requires changes in each of these components, which takes a lot of time. This is why we won the Green Product Award for our Wies collection. Scaling these practices takes even more time as the technology is still in the trial stages and not yet widely available. Moreover, our suppliers are scattered around the world, further complicating the process. So, addressing these challenges is where our biggest efforts are focused. What are your main goals?Juliana: We are looking into sourcing more locally to shorten the value chain. While improved materials are needed, sourcing locally is equally important, and we aim to incorporate this into more of our collections. We are gradually implementing innovations, but there is still a long way to go…  Zooming out: what is going well in the fashion industry? Anke: In the last ten years, there has been a significant shift in how organisations view their impact and responsibility, which is exciting! Companies used to look at each other as competitors and now recognise that collaboration is key to finding solutions.  Alexandra: The developments in EU legislation are also promising. Even though legislation often progresses slowly and undergoes dilution, it's moving toward challenging the ultra-fast fashion mindset.  … and what really needs to change?Anke: Consumers need to critically evaluate their purchases. Is this item part of a trend, or will it be used long-term?  Alexandra: In addition to this shift in consumer mindset, more government support for innovative projects would help push a circular economy.  What is the biggest misconception about ethically made clothing?Anke: The most common misconception about socially responsible and environmentally friendly clothing is that it is untrendy and very costly. While preferred materials that are ‘relatively’ better for the environment have a higher price, investing in good quality means the item is more durable and can be worn longer. Also, more and more brands now offer a good combination of aesthetics and quality at a reasonable price.  How do you shop more responsibly as a consumer yourself? Alexandra: My key responsible shopping habits are investing in quality pieces, not following a (fast) fashion trend, and choosing items that stand the test of time. It all comes down to thinking consciously when buying something new. Simplicity is important, and adopting this mindset decreases excessive consumption. 

Otrium continually works towards the  mission that all clothing  produced should be worn. There is no such thing as a perfect, “ethical” item or fashion brand: it’s not a black-and-white topic. There are, however, a lot of improvements brands can work on. We want to support fashion companies that strive to do better and empower you to understand what this journey entails. To provide an objective third-party perspective, we have collaborated with industry rating specialists Good On You since 2021. By doing so, we want to make it easier for our members to find items that are labelled “Ethically rated” and support brands that are working to create a better fashion industry. Most brands on our platform are rated by Good On You. “Ethically rated” qualified items come from brands rated 3/5 (It's a start), 4/5 (Good) or 5/5 (Great). Find more information about Good On You ratings on undefined.In this Ethical Conversations series, we’re exploring the approaches of “Ethically rated” brands featured on Otrium. This time, we interviewed Caroline Mewe, the Founder of Alchemist. Great to meet you! I’m curious to hear how the idea behind Alchemist came about.After my studies, I joined the Dutch department store Bijenkorf as a buyer, which I loved. I travelled around the world, enjoying every single moment. Through this experience, I was able to get a close look at the different sides of fashion: on the one hand, the world of glitter & glamour, and commercialisation, and on the other, the stark reality of the industry. I visited clothing manufacturers where I couldn't tell if it was a chicken coop or a factory.  It was terrible to see people working in the circumstances that we consider unacceptable in Europe. At some point, I could no longer ignore it. That's when I founded Alchemist. This was 20 years ago.Please tell me more about Alchemist's sustainability initiatives.First and foremost, we source and select the most sustainable fabric options. At the same time, we are very strict about choosing our production partners. I am thrilled with the materials  Alchemist uses. Take our wool, for example, it holds the following certifications: Responsible Wool Standard Certification (RWS), Global Recycled Standard (GRS), and The International Alpaca Association (I.A.A). We buy our alpaca and merino wool from certified suppliers where the animals don’t have to suffer. We don’t use any leather or fur, and we are non-mulesing (mulesing is the removal of strips of wool-bearing skin around the breech of the sheep). I have always found it very important to keep the well-being of animals in mind. As a mother, I taught my sons that food is not a given. It is essential to see the value of the “obvious “ things we often take for granted. How do you involve consumers on the topic of sustainability?By nature, I am not a very loud person. This translates into Alchemist, but we could do much more to share our sustainability efforts. While you can find what we do on our website, it doesn’t even cover half of what we initiate and undertake. We speak about our efforts with retail buyers in our showrooms and directly with consumers at sale points. That is our strong suit. How is Alchemist different from other fashion brands?The passion for Alchemist comes from within the team, from a place of joy and love. When you think about it, we don’t produce large numbers. But we create beautiful clothes with a personal touch. You have to keep the fun in this loaded industry. What is the biggest challenge for you when it comes to sustainability?As long as the big companies don’t start using better materials in larger quantities, these fabrics will hit the market less. When these materials are produced on a small scale, the prices are too high to compete with regular materials. At Alchemist, we want to show that the industry can use more responsible materials to create beautiful clothing! And your biggest goals?Apart from changing external legislation factors, we must continue and evolve with what we're doing now at Alchemist. This may mean we have to scale down or look at reuse. There’s a lot that could be done. By the way, we want to become a certified B Corp! That’s one of our key goals. What is going well in the fashion industry?Awareness is growing. Now factories in India provide the option for better materials and “green” certificates, without being  asked. All our suppliers have at least one social certificate and undergo annual audits of several NGOs. We require nine criteria for the production of our clothing, including no child labour, safe working conditions, and fair living wages. And more factories - which I've visited, at least - are looking at the basic needs of workers. When I started twenty years ago, this didn’t exist! And what REALLY needs to change?Laws and regulations need to change. Take, for instance, implementing a checklist at the Port of Rotterdam for every fashion brand that imports clothing. This checklist would ensure no child labour is involved, materials are respectful of the planet, and so forth. There also needs to be a shift in mindset: people should accept that ethically produced clothing may have a higher price tag, but that this reflects the actual cost of what it took to produce it. What is the biggest misconception about sustainable clothing?The biggest misconception is that beautiful clothes can be produced responsibly. In reality, it’s a matter of making the right choices at every step of the process.  Name a change that a consumer could make to become more environmentally conscious.Start by simply asking questions about the production process and materials used in the garment. People can significantly contribute to sustainability by being more mindful about who produces the garment. This increased awareness is crucial because consumers ultimately vote with their wallets, deciding which companies and practices to support.And a tip : invest in sustainable, good quality pieces, they will take you through a few seasons.

Otrium continually works towards the mission that all clothing produced should be worn. There is no such thing as the perfect, “ethical” item or fashion brand: it’s not a black-and-white topic. There are, however, a lot of improvements brands can work on. We want to support brands that do better and empower you to understand what this entails. To provide an objective third-party perspective, we have collaborated with industry rating specialists Good On You since 2021. By doing so, we want to make it easier for our members to find items that are labelled “Ethically rated” and support brands that are working to create a better fashion industry. Most brands on our platform are rated through Good On You. “Ethically rated” qualified items come from brands rated 3/5 (It's a start), 4/5 (Good) or 5/5 out (Great). Find more information about Good On You ratings on undefined. And now, in this Ethical Conversations series, we’re speaking to “Ethically rated” brands carried by Otrium to find out more about their approach. This time, we chatted to Geertje van Bavel, Head of Impact at Fabienne Chapot.Tell me: who are you?My name is Geertje. I studied International Business, and after working at L’Oréal for 10 years, the topic of sustainability started to itch more and more. I wanted to start a more sustainable company in the beauty industry, and founded a platform called Green Beauty Market. We offered more conscious beauty products. I stopped after 4 years, however my interest for sustainability grew nonetheless. Currently, I am driving the topic at Fabienne Chapot and I am truly enjoying it! The brand is aware of the fact that they are active in a polluting industry and wants to make a difference. Not in a naive way or pledging we are perfect, but rather that we're doing our best. Where did it start with Fabienne Chapot?Fabienne saw the grey and dull business world and started FAB in 2012, bringing colour, femininity, and bold statements with bags and accessories. A few years later, in 2016, she gave the company a twist and added adult premium ready-to-wear clothing. The same ingredients from back then are still present: colour, prints, statements, and handmade. What sustainability initiatives does Fabienne Chapot have?We have quite a lot in place, and these are worth mentioning the most:  undefinedundefinedundefinedHow do you involve consumers?Our community likes to be involved. ReLove and our clothing swap event were received above expectations by our customers. I also noticed that our community finds materials important. At Fabienne Chapot we are taking steps to take consumers along in the process of using better materials. An example is viscose from LENZING™ ECOVERO fibres that use at least 50% less water and emit at least 50% less CO2 compared to generic viscose fibres, according to undefined.What’s different about Fabienne Chapot?At Fabienne Chapot we are not afraid, I hope that shows everywhere. When we go for something, we really go for it. We dare to take steps, try new things, involve partners and make investments. In terms of clothing, we try to be different by using daring colourways and prints.What is the biggest challenge for you when it comes to sustainability?The complexity of collecting data like this involves so many and different stakeholders. This is where we aim to make the biggest improvements, and that certainly doesn't happen overnight. However, it is important to enter into partnerships and not be afraid to make mistakes. This is the only way to learn how to improve when you’re innovating.Biggest goals?We have just become a B Corp certified company, and I am so proud of everyone at Fabienne Chapot who was involved! This gives us a framework to continue to improve, as  there is always room for improvement! Looking at materials for example. Ultimately, the goal is to work with 100% more responsible materials. These are materials that have a lower impact on our planet, which is what we need! What is going well in the fashion industry…Well, that is quite a question... A lot of innovations are happening quickly: material innovation, measuring impact, transparency, collaborations between companies, and legislation.… and what REALLY needs to change?There is so much that I can't list it all. But the first thing I think of is the urgency of companies to prioritise people and the environment. There is a long way to go to being perfect, but the mindset, awareness and willingness must be present. What is the biggest misconception about sustainable clothing?That sustainable clothing is only about the environment. It also considers social aspects such as fair labour practices and safe working conditions. Name a change that a consumer could make to become more environmentally conscious.You can do a lot of small and fun things. For example, creating a care guide to wear and maintain the quality of your garment longer. Ultimately, what truly matters is that consumers buy pieces with the intention of wearing it a long time and actually doing so.