Fashion without the nasties.
The fashion industry is out of control - Hurting those who make the clothing and our planet. To make issues worse, many brands are greenwashing their customers into trusting their practices, when in reality, they are limited to only one aspect of their supply chain, or eco capsule collections.
When we say sustainability is at the heart of what we do, we don’t just mean that it is a nice to have - it’s why we exist.
All of our clothing is made hand-in-hand with a London factory that actually cares about their impact, and we don't just stop there. We design everything to last within our ethical London factory, and invest in fabrics that truly care for our environment. Last but not least, once you've chosen your Airbrushed pieces, they are carefully wrapped up in minimalist recycled packaging and a tree is planted with each and every order.
Although sustainable fashion is on the rise (yay!), what makes Airbrushed™Apparel different is its aim to show how sustainable manufacturing can produce designs in line with its fast fashion cousin; think colourful, soft and inclusive, all whilst putting the planet first.
Here at Airbrushed, we think that partnerships should go beyond fundraising. In addition to financial support, raising the profile and awareness of charities can gain them new supporters and help their cause long term. Thats why we will always tailer our charity partnerships to the collections being released.
On that note, as our debut collection was made from Econyl (Upcycled ocean waste!), we partnered up with one of the worlds leading ocean cleanup charities, the Big Blue Ocean Cleanup. Why? Because by 2050 there is predicted to be more plastic in the sea than fish.
For every new follower, the Big Blue Ocean Cleanup removed 1kg of plastic from the sea, so we decided to donate £1 for every person who shared a picture of their new upcycled sets.
With our second collection launch made up of organic cotton pieces, we've partnered with One Tree Planted. Having planted 4 million trees by 2019, One Tree Planted is here for Global Reforestation, and we're here to support them.
With a key part of sustainability being the longevity of clothing, we are proud to design and manufacture all of our clothing in Britain, within the heart of London.
British design & manufacturing has many benefits:
1. Quality: as the most sustainable option is to wear your clothing, a lot.
2. Carbon Footprint: Minimise pollution from shipping clothing abroad.
3. Human Rights: Keeping production close by allows face-to-face communication to ensure all workers are happy and treated fairly.
More specifically, our manufacturing is at Fashion Consultancy London; who take ethical and sustainable manufacturing seriously and work with us every step of the way to source sustainably, reduce waste and reduce on transportation.
Does natural always equal good and synthetic equal bad? To put it simply, no!
Many hear the word 'natural' and deem it best. The use of eco-sounding phrases is one of the most common ways that brands greenwash, but the reality is that one must consider the whole fabric lifecycle... water input, energy input, land use, eco and human toxicity, greenhouse gas emissions, microfiber shedding, availability and comfort. No fabric is perfect, but we will always try to source the closest to it.
The debut collection is made from Econyl, a soft, stretchy and recycled fabric sourced from Aquafil based in Arco, Italy. As well as being a solution on Ocean waste, it makes for an incredible soft and stretchy fabric.
The second collection is made from Organic cotton (95% Organic Cotton, 5% Elastane) sourced from Germany. Our cotton is certified by GOTS (License number BCS 26126), and to the Oeko-Tex Standard 100. Other trims may include bra clasps or adjusters, which were sourced from family-run Contour Stretch Fabrics based in Nottingham, UK.
Please note: The entire product range is, and always will be vegan.
Made from 90% recycled materials and completely recyclable, our paper pulp mailer boxes are plastic-free yet designed to be rigid and safe for sending intimates straight to your door.
Not only is it essential for eco-friendly packaging to be made from sustainable materials, it is vital that they are fit-for-purpose. We see too many cases of sustainable products being delivered in huge excessive boxes that in turn contribute to unnecessary waste.
To avoid this, we will always source the smallest possible box to securely fit your intimates in, which for the first collection happened to be teenie-tiny letterbox size!
Our packaging is sourced from Europe-based supplier, Packhelp.
Inside, your intimates are carefully wrapped in recyclable tissue paper and finally, sealed with a paper sticker.
Being immersed into the fashion industry exposed the harsh reality that is fast fashion. The sheer number of garments that are purchased and discarded for the industry is devastating. Each person buys an estimated 26.7kg of clothing every year in the UK alone, often fuelled by fast fashion brands releasing new styles weekly as a strategy designed to make people feel as though the clothes they just bought are already off trend.
Nevertheless, an absolute sucker for cute clothing remains. Which is why we were founded, to 'Airbrush' the nasty bits out of the fast fashion industry and show how sustainable manufacturing can produce designs that are even more appealing, and just as affordable as those offered by fast fashion brands.
The word choice actually came from personal feelings towards airbrushing models, a standard practice in the fashion industry that can be extremely harmful to both the model and those who view the photographs. The brands name was actually thought of on set of a photoshoot!
To cut a long story short, we hope to bring a whole new meaning to the word and use it for positive impact. Planet first, fair treatment to garment workers and celebrating women with zero retouching.