Our house is on fire. We live in a world where the fashion industry is the fourth biggest polluter after oil. Where clothes are designed to start ageing within weeks, only to be trashed and inflate the Great Pacific Garbage Patch. Where underage workers are exploited in developing countries, out of sight, so that we can sleep well and live the dream.
The fashion industry must change. Simply put, nature shouldn’t pay the price for our clothes. Garments should be produced in respect to the environment, animals and people of the Earth. Indeed, once we thought that sustainable fashion was a given, but it’s not. That’s what we commit to change.
We dream of a different world.
A world where oceans are clean and land is pure. Where clothes are ethically made, responsibly-sourced, and eco-friendly. A world where style is not dictated by fashion. Where clothing manufacturers give back.
This is the world we are building.
MADE TO LAST
People are disappointed to learn that smartphone manufacturers deliberately shorten their products’ life span. It is called planned obsolescence, a trend which has grown common in the fashion industry.
“CLOTHING UTILISATION – THE NUMBER OF TIMES A GARMENT IS WORN BEFORE IT CEASES TO BE USED – HAS DECREASED BY 36% COMPARED TO 15 YEARS AGO.“
For our planet this is a disaster.
At Agogic we are taking another route. We don’t churn out clothes, on the contrary: we take it slow to make them as good as they can possibly get. WE WANT THEM TO LAST FOREVER. All our fabrics are tested to pass the Martindale Abrasion Test for high durability. We strictly follow the Waste & Resource Action Programme’s (WRAP) Clothing Longevity Protocol. And who cares about fashion? Style never fades. Style lasts forever, like diamonds.
A great deal of the CO2 generated by the clothing industry is due to the choice of materials. When it comes to outerwear, unrecycled plastic is the number one choice of manufacturers, as it is the cheapest to produce. Unfortunately, it comes at a great price for the environment. With this in mind, we set out to use only green, responsibly-sourced materials that make the planet cleaner, not the other way around.
Our clothing line is made of upcycled plastic gathered from marine litter, industrial waste and leftover stock.
Our clothes literally clean the ocean. Our hangtag is made of recycled paper. Even our packaging is green.
FOR EVERY 10 TRENCH COATS WE SELL, THE OCEANS ARE CLEANED OF 1.5 KGS OF PLASTIC
Packaging is half the plastic waste of the world . Big fashion brands are investing a lot of money into researching alternatives, but as of today, no material is as convenient. Not only this. Plastic is necessary to ensure a clean and secure delivery. Without plastic, garments would be damaged.
Are we doomed to pollute then?
At Agogic, we subscribe to the concept of circular economy. We do not produce plastic for our bags. On the contrary, WE EMPLOY REUSABLE AND RETURNABLE PLASTIC BAGS by Repack for all our items.
Once the customer has opened the package, they can simply fold and drop the empty bag to a postbox. Repack checks it, cleans it, and sends it back to us for reuse.
In the fashion industry, worker exploitation and child labour do not happen by accident. They are the result of fast fashion, a reckless race to the bottom where delocalization and subminimum wages are the name of the game. If money is all that matters, no human cost is too high a price.
This is not how we do things. To break the (supply) chains of exploitation, we commit to never making business with sweatshops and sketchy factories, HOWEVER CHEAPER THEY MIGHT BE. Fair wages, labour rights, total transparency: this is how we do things. Our ethics are not for sale.
Our garments are manufactured in a third-party production plant in Italy, located in Via Trieste 9 in Martinengo, province of Bergamo. The company name is La Rocca. Founded in 1959, La Rocca is compliant with Italian law and routinely audited. On top of this, we regularly visit the factory to make sure that each and every worker is treated and paid fairly.
In fast fashion, clothes are made to last a few weeks. Customers try to sell them in the second-hand market, but the majority are rejected because of small flaws or no longer being in season. Most end up in the trash. As reported by the Environmental Protection Agency (EPA), 84 percent of unwanted clothes in the United States in 2012 went into either a landfill or an incinerator.
According to the Ellen McArthur Foundation, “increasing the number of times clothes are worn could be the most powerful way to capture value, reduce pressure on resources, and decrease negative impacts. For example, if the number of times a garment is worn were doubled on average, ghg emissions would be 44% lower” So why aren’t big corporations taking action? Fast fashion brands claim to be sustainable, but many refuse to take responsibility for this.
We don’t care. Fast fashion has already taken a toll on our planet. It’s time to get circular. Our outerwear is designed with a UNIQUE MODULAR SYSTEM to let you create your own style. Seasonal layering for maximum daily versatility allows you to update and combine your styles infinitely. Our SNAP IN SYSTEM means you can effortlessly connect and disconnect your outer and inner jackets while you are on the go. Wear more, waste less.
Each jacket features an NFC button for traceability.
Just put your phone next to the button and you will be redirected to a reserved area that will keep you informed about your piece of clothing.
On top of this, we are working on a BUYBACK as well as a GARMENT MAINTENANCE option, so that when you need to dispose of your Agogic clothes, you can rely on us rather than trash them away. More on this coming soon.