Hi internet ❤
Ruby here, the founder of girl of the earth— as sustainability in fashion gets more and more trendy, I wanted to highlight why deadstock is actually greenwashing.
Have you heard about 'deadstock'? Fun fact about me: I wrote my uni dissertation on deadstock clothing at London College of Fashion.
Deadstock refers to over-ordered fabric that wasn't used or didn't sell, that supposedly would end up in a landfill or burned, if not "rescued" by "eco-friendly" brands. These days, sustainability in fashion is becoming really hip. Don't get me wrong— that is a great thing! But it arrives alongside a lot of greenwashing, aka misleading or exaggerated information in attempt to market "eco-friendly" products (that sometimes aren’t eco-friendly at all).
So why do I think deadstock is greenwashing? Deadstock fabric is actually quite a typical part of the traditional fabric production process. As much as brands would like you to believe it's a new thing, it's truly ancient. Mills manufacture fabric and then sell their excess to fabric stores, usually called 'jobbers'. Where else do you think your grandmother is getting her fabric for sewing club? Deadstock is unfortunately just a long-established point-of-sale in the traditional textile supply-chain. It's DEFINITELY better than manufacturing fabric from scratch, but, on the other hand, supporting/purchasing deadstock fabric can encourage mills to over-produce even MORE excess fabric (which sometimes is actually cheaper than shutting off expensive machines once an order is filled). The point is, deadstock is only as 'sustainable' as an outlet store. Yuck.
I do not like to call our fabrics deadstock. Our pieces offer a second life to already existing, truly vintage fabric, meaning upcycled vintage materials with zero-impact on the environment. Not to be dramatic, but this and vintage is the #1 most eco-friendly way to shop. You’re not shopping— you’re recycling™ <3