We’re very excited to announce that after much planning and research, our new fabrics have finally arrived!
The development process
Improving our fabric is a constant process. The development of our new fabric has taken nearly 12 months, working in close cooperation with our yarn supplier in Greece and our fabric manufacturer in England.
When developing new fabric we are driven by the performance of the fabric and what products it will be used in.
The fabric is not only high performance but also resistant to multiple washes, and should feel great for a very long time.
Our company ethics and ecology are at the heart of the development of any new fabric and we refuse to use ingredients or processes that are known to damage the planet.
What are our new fabrics made from?
The fabrics are made from a brand new yarn that is a blend of 100% organic cotton and beechwood fibre.
What is beechwood fibre?
For those who have been wearing our bamboo products, beechwood fibre offers the same feel as bamboo. Technically speaking it is a cellulose fibre like bamboo.
The important difference is that the production process is much more ecological than bamboo - from growing the trees in managed forests to producing the actual fibre itself.
Beech trees propagate by themselves, so no artificial irrigation or planting is required. This means beechwood forests are a completely natural and sustainable source of raw material but also a key part of our natural ecosystem.
Our beechwood fibre is produce in Austria using Edelweiss technology, a unique sustainable process within the fibre industry. Beechwood fibre production is easy on energy and other resources and creates no waste.
Edelweiss yarn is certified according to Organic Exchange by IMO (Institute for Marketecology – Switzerland).
Why did we decide to move away from bamboo?
As demand for bamboo has increased, the ethical picture has become less clear. Despite being a fast growing crop, China is still the only country that grows bamboo on a commercial scale and, as there are currently no set standards or environmental guidelines for farmers, there is concern about the use of chemical pesticides to increase yields.
Now that bamboo is fast becoming a “cash crop”, farmers are growing it as a mono-crop thus reducing biodiversity, and clearing natural forestland to grow it.
Will my favourite yoga clothes still perform as well?
Yes! We’re really excited about our new fabric and know you will be too. In fact, we chose this fabric because we're confident it performs even better and feels even more comfortable. We’re always striving to improve our products and offer you the very best in fabric technology and ethics.
The new fabrics are soft, strong, silky and stretchy - the perfect consistency for our yoga and lounge wear.