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Lapidary Limited, a Hong Kong-based impact venture building platform has announced the launch of its first wholly-incubated eco clothing brand. Called AndAll, the new e-commerce label will offer a collection of gender-free, sustainable shirts that are designed to be timeless across seasons and made with circular materials.
The Hong Kong-based impact investing and venture building platform Lapidary, which is focused on sustainable concepts within fashion, fibre innovation and technology, has debuted its first brand dubbed AndAll. Officially launched on Thursday (December 17), AndAll will offer consumers a range of gender-free, ethically produced and sustainably made shirting.
AndAll’s flagship product is a unisex fit shirt called the Digital Oxford Shirt. It is made from Tencel lyocell biodegradable fabric, spun out of fibres derived from FSC and PEFC-certified eucalyptus wood at a mill in Ronfe, Portugal, and manufactured using water-efficient digital printing technology with their printing partner nearby.
The entire shirt is constructed in 100% mono-material – down to the interlining and sewing thread. This means that it is timeless and can be reworn again, season after season, not to mention far easier to recycle without the thermoplastics in its afterlife.
We’re also calling attention to the intertwined nature of sustainability and the conversation on gender stereotypes in retail and the fashion industry as a whole. We’ve made a shirt that focuses on body shapes, not gender stereotypes.Christine Yu, Co-Founder, AndAll
“Our goal is to re-think the way we produce and consume. AndAll embodies this: a visually inspiring, thoughtfully functional garment designed and produced using circular design principles,” said the brand’s co-founder Christine Yu.
“We’re also calling attention to the intertwined nature of sustainability and the conversation on gender stereotypes in retail and the fashion industry as a whole. We’ve made a shirt that focuses on body shapes, not gender stereotypes.”
The shirt is currently available online with free shipping to customers in the U.S. and Hong Kong, and is available in seven sizes in different prints and patterns that aims to “reach as many body shapes as we can”.
Delivered in a reusable cloth bag made with lower-quality fabric and the brand’s own production scraps, the entire package is 100% plastic-free. The mailer itself is made from 100% post-consumer waste too. Plus, in a bid to counter the linear buy-and-throw mode of overconsumption that is fueling the global waste and climate crisis, the brand ditches sales periods, global shopping holidays and discounts.
We think we’re doing something different, not just in creating a brand that is sustainable from a product perspective, but from the way we run the entire business.Kyros Shirazi, Co-Founder, AndAll
“We think we’re doing something different, not just in creating a brand that is sustainable from a product perspective, but from the way we run the entire business,” explained co-founder Kyros Shirazi. “Our take on sustainability is reflected across our entire profit and loss. We don’t believe in growth at all costs, unlike the plethora of VC-funded, direct-to-consumer brands currently operating in the market.”
In place of discounts and sales, AndAll says it will feature tree-planting instead. Partnering with nonprofit One Tree Planted, the brand will be funding tree planting projects when customers sign up for their newsletter and for referrals.
The launch of AndAll comes amidst what has been a year of reckoning for the global fashion industry as consumers demand brands do better – both in terms of cleaning up its environmental footprint and to embrace diversity and inclusion. Particularly in the wake of the Black Lives Movement, it has become clear that even eco fashion labels like Reformation have fallen short with regard to racism and other size-exclusive marketing messaging that plagues the entire industry.
With mounting pressure from consumers for brands to look beyond profit and stand up for values, there’s one thing for sure – the future of fashion is diverse and sustainable.
All images courtesy of AndAll.