On November 25th, a new sustainable platform will launch- Staiy. The shopping website will offer customers a curated selection of sustainable fashion brands. Each is handpicked by the site’s founders- Adrian Leue, Alessandro Nora, Ludovico Durante, and Chiara Latini. Customers will receive a list of brands curated to fit their personal styles. Call it sustainable fashion with personalization.
Ahead of the November 25th launch, I spoke with one of the founders, Ludovico “Ludo” Durante. Ludo is a recent business management graduate from Italy who has studied around the world~ Turin, Barcelona, London, Louisiana, and Berlin. It was in Germany that Ludo began to question our unfashionable consumption habits. “There’s more awareness in Northern Europe. I wasn’t aware of many things before moving to Berlin,” Ludo said of his move to the city. “There’s a different type of consumption and mobility.” That awareness began the conversation about how to help fashion-lovers become conscious consumers. The end result will be a shopping website offering curated collections of sustainable fashion brands available in Europe.
Yet, that doesn’t mean that Ludo and his team don’t have their sights set on the U.S. They plan to expand to American brands in March 2020. Until then, we’ll have to enjoy Staiy’s curated list of the coolest sustainable fashion brands that Europe has to offer.
How Did Staiy Begin?
It started off with an idea. We looked at return problems- how production and consumption are impacting the planet and business. Then, we asked how could we improve things? How can we make a lower impact? From there everything evolved.
In January we started with an algorithm for personalization. We decided to use it to find better brands. Actually, at the time I was developing something that involved going plastic-free. One of my major concerns is plastic. But, now that’s going to be in the future.
How Do You, Go Plastic Free In Your Everyday Life?
Well, as you know, it’s easier said than done. But, it’s small solutions. It’s enough if you have a personal water bottle or if you don’t use a plastic bag and take a reusable bag when you go grocery shopping. Especially in the summer market opt for produce without plastic wrapping. When you recycle and trash items, don’t put plastic around the organic waste. It’s a little solution. But, if everybody applies these small steps, it’s going to make a big impact.
What Can Customers Expect?
Our commitment is to make an impact in the fashion industry. The more we looked into the industry, the more we realized that there is so much that you don’t see. We want to help people find better products and understand more what happens behind the scenes and promote conscious consumption.
How Are Brands ‘Staiy’ Certified?
We try to choose brands objectively. There’s a brief screening and after that, we have a preliminary ‘meet and greet’ with the brands. Then we research focusing on five core areas- water, air, materials, worker conditions, and commitment. This stage involves a sixty-two-question test, which assesses the sustainability goals set by the UN. For instance, we look at the materials brands use and the transportation method of those materials. Our sustainability officer runs this test that results in a score.
What Sustainable Fashion Brands Will Be On Staiy?
We start with sustainable brands. Then, we look at styles. We want them to be cool, trendy, and to have a lower impact.
One of my favorites is IAIOS. They make sweaters from recycled textiles. They’re trendy styles, but the materials they use are 100% recycled. The materials might feel a little rougher than traditional textiles, but in terms of style and the feel of the sweater on your skin, they’re comfortable.
KOMODO is another personal favorite. They have a large offering of styles. Their designs bring something more, a little touch of design. This is what we will see more of in the future. Designers aren’t only sustainable, but also fashionable. That’s what will attract everyday shoppers; novelty items.
This London-based brand also uses merino wool from South African seep that ensures that the wool is consciously sourced so that the sheep don’t suffer.
I also like YUNIT. It’s a unisex basis collection. They try to lower the amount of variety as well, but they still keep it cool.
This slow fashion label was born in Amsterdam. Organic cotton, fair wages, and unisex basics are a few of the eco-friendly initiatives that make this a sustainable fashion brand.