Interview of Elena by Meredith Poirier
Hello! How are you?
I am super well.. and stoked to be in this interview for such a cool publication!
Have you always been interested in environmentalism? Why is being environmentally conscious and partaking in ethical practices important to you and your company?
Yes I have, although perhaps I didn’t use the term ‘environmentalism’ I have always had a fascination about how the world works, how nature is our biggest teacher and just how insignificant we really are. So you could say I have always been having an existential crisis haha!
You only need to look at the news about our global weather patterns or watch a documentary, like Blue the Film or read a statistics about how so many species are becoming extinct to recognise that our current system of doing things is just not in harmony with the planet, and if we do continue on this path then humans will just not survive.
I believe it’s imperative for companies to take on bold and shape shifting ways to make their company as sustainable as possible. Companies have a very powerful role in how they speak to consumers and empower them to make better choices with their money.
At Mighty Good we offer premium basic underwear – our foundation is based on fairly traded organic cotton, and fair prices for manufacturing. We are certified under the Fairtrade Cotton Standard (FLO) and the Global Organic Textiles Standard (GOTS) — together considered the ‘gold standard’ in global ethical textiles production. Readers are probably familiar with the FLO system through their Fairtrade certified tea or coffee. GOTS does essentially the same thing, but with textiles, once the cotton leaves the farm.
What does fashion mean to you?
Fashion can mean many things – fast, destructive, vain, stupid, but for me I view it as a hook to educate people about ethical fashion practices. For me personally, fashion means style.
Why did you choose to make underwear?
We chose underwear because it’s a relatively low cost item that most people wear, which means the accessibility of an ethical fashion item is easy.
In the beginning was it difficult financially and in general to run a Fairtrade and ethical company?
Haha, I’m not sure it ever stops being difficult! Of course working with Fairtrade factories means more expensive cotton and labour and longer lead times which is sometimes hard for retailers and customers to understand.
Why is it important to you that your brand is available in a variety of sizes, and that you promote body positivity for both men and women?
We cater to different body shapes and sizes because that’s the general population! The average women’s size in Australia is a 16, and everyone has different tastes and body shapes which is why it was important for us to design 5 underwear styles (Granny, Bikini, Hipster, Boyleg, G-String) – btw our Granny undie is by far our best seller!
What is one of your favourite ethical clothing brands?
A few years ago I couldn’t have told you, but because the ethical fashion space is becoming more popular there are some incredible brands doing beautiful and luxury pieces like Edun and Stella Jean, but I also love Reformation and Re/Done.
What is the best piece of advice you have ever gotten?
That our power lies in how we choose to respond to life.
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