There are countless ways to judge how environmentally responsible t-shirts are.
Does the t-shirt use organic cotton? What about the dyes and chemicals used in the processing of the fabric? How many miles did the tee have to travel on a boat, plane, or truck to its end user? What kind of packaging did it arrive in? On top of these, who certified the cotton organic? Whose organic standard was used?
While these are all important, one of the most overlooked measurements is this: how long will this t-shirt last?
We don’t know of studies showing the average life of a mass produced tee, but we know instinctively it’s shorter than it was years ago. That $12 tee you bought three years ago? Exactly. There’s not much sustainable about a disposable organic tee.
Let’s say, for the sake of argument, the lifespan is a year. Imagine the impact of building a t-shirt that lasts 4 years or longer. That’s 75% less cotton. 75% less water. 75% less packaging. 75% less fuel.
So when we set out to create the World’s Finest Tees (dresses & skirts too!), longevity was top of mind. Here’s what we do:
1. Start with pure organic Peruvian pima cotton. The Andean climate of Peru yields irresistible pima cotton–among the finest in the world–renowned for its sublime softness, brilliant luster, and resistance to breaking down and pilling. Rare organic pima is even softer. With no pesticides or chemicals getting in the way of its natural goodness.
2. Build in shape retention. This may irk some purists, but we add a dash of spandex to many of our tees. It allows the tee to hold its shape beautifully over time, not stretching out. (For purists, we do offer a collection of 100% pima organic cotton tees, dresses, & skirts too).
3. Pre-wash the fabric. Before we cut the fabric for sewing, it’s gently washed, extracting almost all of the shrinkage before sewing. This is a much more expensive method than the typical garment wash. But it insures that tees will fit consistently from batch to batch. And, critically, that the tees will have very minimal shrinkage over years of washing so they’re not catapulted into the disposable category.
4. Build in economic sustainability. In our view, environmental responsibility goes hand in hand with economic and social responsibility. Making organic tees in a sweatshop to keep their prices lower is simply misguided. All of our tees are made by a small group of workers and cooperative owners like Viviana. Workers paid living wages and treated with respect and dignity.
5. Pay it forward. Proceeds from Fair Indigo’s profits (along with $5 donations at website checkout) support the Fair Indigo Foundation. The Foundation supports education in the communities where our products are made. Because we firmly believe…no, we know because we’ve seen it…that besides paying living wages, the best ticket out of poverty is education. (Read more).
With premium ingredients, fashionable yet timeless designs, and values you can wear on your sleeves, the World’s Finest Tees will be spot on trend this season. And the next and the next and the next.