I was interviewed by Erin for the blog
Gorgeousosity the other week and it was posted
here today. Check out what I had to say below.
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
