A small Eco Fashion brand from the Isle of Wight has made it easy and convenient for customers to find out where their clothing comes from and how it is made; traceability that is years ahead of the industry.
The brand says that it’s not that people don’t care, it’s just they don’t know, and believe that talking to customers more is key to sustainability. The result is an interactive map format with images, video, facts and figures where shoppers can investigate the complete product lifecycle on page, “packaged simply so that consumers can shop quickly with a conscience.”
Rapanui, based on the Isle of Wight, was founded by brothers Rob and Martin Drake-Knight in early 2008 and its two young directors have been nominated for countless sustainability and entrepreneurial awards.
The brand’s website also hosts a live Wikipedia style resource packed with information about their supply chain, where consumers can find out where clothing comes from, how it is made and ask questions on anything – from planting the seed to stacking on the shelf.
“So far eco-fashion has been about new fabrics and new ways of manufacturing. We think sustainability is about designing new ways of businesses communicating with consumers, opening up a dialogue with consumers rather than talking at them. Our traceability technology allows us to do that and allows the market forces of demand and supply to work for sustainability” said Rob.
Rapanui make clothes out of organic natural fabrics in a wind powered factory audited by the Fairwear Foundation. As well as reaching the finals of the Enterprising Young Brit awards and Sustainable Business Awards, Rapanui has recently been nominated for the ISPO Brand New award, international recognition for their eco-marketing model.
“If we can inform and educate people as to where clothing comes from and how it is made they can make informed decisions as shoppers. As a brand, if we can mix eco with trend and inspire people to think about the environment in wider lifestyle choices, we will have done our job” said Mart.
Find out more about traceability and Rapanui at: http://www.rapanuiclothing.com/eco
