Belle + Beau
Hello Belle + Beau! Don’t you love the name? It’s the moniker for an Auckland-based sustainable clothing brand created by Claire Shewan. Claire uses organic cotton and organic merino produced locally in New Zealand to create her line of womens wear.
Erin: Why was it important for you to use certified organic cotton and merino for your range, and what does that actually mean?
Claire: I use organic fabric certified by the ‘Global Organic Textile Standard‘ (GOTS) because it’s an internationally recognised certification body that offers credibility to environmental and ethical claims. Organic crops aren’t Genetically Modified (GM) and are grown without the use of chemical fertilisers, insecticides or pesticides. Organic cotton is grown by conserving bio-diversity, the use of beneficial insects and planting, crop rotation, weeding machines and more hands on labour than conventionally grown cotton crops.
Erin: Why do you feel people need to start considering how eco-friendly our clothes are?
Claire: I think a lot of people now understand the benefits of eating organic food and supporting organic agriculture and this applies to the clothing industry too.
But the importance of choosing clothing that supports sustainability for the environment, local economies and fair working conditions is either unknown or overlooked.
The production of cotton is the second highest contaminating crop grown and accounts for 25 percent of the world’s insecticide and more than 10 percent of the world’s pesticide use. Some of these chemicals are considered the most toxic in the world. These chemicals leach into the soil and over time destroy the natural fertility of the soil. To continue using the same soil for cotton crops the chemicals used on the crops are then increased. It doesn’t end there either. These chemicals are washed into waterways and enter the ocean and rivers or evaporate and spread again with rain. The residuals of these chemicals are also absorbed by cotton farm and processing workers and can remain on finished garments to be absorbed by your skin during wear, even after washing.
There are also the synthetic fibres such as polyester which essentially are plastic. Its fibre is derived from fossil fuels and has led to cheap disposable fashion that will take decades to breakdown in landfill.
I think it’s important to be aware of the consequences of our consumption and make the choice to be part of the solution not the problem.
Erin: What made you decide to become a designer?
Claire: I’ve always designed and made many of my own clothes and after graduating from AUT with a Bachelor of Art and Design I worked for a company who manufactured in China and India. Clothing would regularly be sent from the manufacturer to our office with the residue of kerosene and other chemicals evident. I hated it and felt guilty each day, only able to imagine the working conditions these products could have come from. I had been researching organic textiles and sustainable fashion since my last year of study, so I decided to give the industry a go and produce a brand that was true to what I believed in.
Erin: What are you aiming to provide/achieve with Belle + Beau clothing?
Claire: I want to provide a brand that consumers can trust in its claims with regard to sustainability at the same time as creating beautiful products that remains relevant to the Belle + Beau customer each season.
Erin: What new items have you just added to your range?
Claire: The Winter 2013 collection is currently being dropped into stores and becoming available online. Each collection extends on the last, so I have twisted some of the favourites from previous seasons with new fabrics or colour ways and increased the organic merino styles available for this winter. My personal favourites are the Layer Maxi in Navy - I’m going to live in this – the boxy cut of the Boxy 3/4 Tee and Boxy Tunic Dress, and the Curve Hem Poncho in Black Organic Merino.
Erin: Why do people like Belle + Beau?
Claire: The fabric I use for a majority of pieces within the range is a luxuriously soft, organic cotton jersey. It constantly gets great feedback for being comfortable and gentle against the wearers skin.
Belle + Beau customers also love the casual styling of the designs. I’m selling for the majority in New Zealand at this stage and I guess it suits our uniquely kiwi, relaxed way of life.
Erin: Where can we get our hands on Belle + Beau?
Belle + Beau is available in store at:
The Oyster Inn – Waiheke
Kakariki the Health Store – Mangawhai
Or online at www.belleandbeau.co.nz
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