GRINZANE CAVOUR, Italy — Buying organic cloths and tracing the primary sources, processing and development of goods, is a growing awareness trend among the eco-conscious and fashionistas alike. The readily available information on pesticides, cotton crops and chemical treatment is dramatically changing the way we think about and buy clothing. For many consumers, choosing organic clothing is a way of life; it is the lifestyle they choose to live not only for their own health and the health of their children but also for the wellbeing of their communities and the environment.
During my tireless search of great quality, healthy products and beautiful designs, I came across Filobio, an Italian organic brand best described by the words health and beauty: healthy is simply beautiful!
Through the creation of clothing for children aged 0 to 4, Filobio seeks to marry health with beauty, simplicity with elegance and comfort with refinement. Through the search and the use of natural fibres such as merino and cashmere wools (they use only 100% organic cotton), Filobio is committed to the preservation of the environment and ensuring that their customers wear the most natural fabrics available on the market. Not to mention that all their designs are made with exclusive fabrics, finishing with completely toxic-free accessories for valuable and beautiful “Made in Italy” products.
Health above all
During a conversation with Paola Alluvione, co-founder of Filobio, she highlights the importance for kids to wear organic clothing: “It is necessary to pay attention to what we buy in order to safeguard our children’s health, focusing above all on fabrics’ dyeing and finishing techniques. For example, choosing organic cotton, you – young mothers – can help to save the planet for your children, setting in motion a change in the way we produce.”
Filobio: 100% organic cotton
Cotton continues to be the most widely used and popular textile fibre in the world. However non-organic cotton production alone accounts for 1/4 of the world’s insecticide use. Only 2.4% of the world’s cropland is planted with cotton while 25% of all the world’s insecticides and 11% of all the world’s pesticides are used on it. During the conversion of conventional cotton into clothing, numerous toxic chemicals (harsh petroleum scours, heavy metals, ammonia and formaldehyde… just to name a few) are added at each stage.
Differently from conventional cotton, organic cotton is completely natural and pure, more durable and soft to touch. Having not absorbed chemicals, it keeps its original qualities intact. Moreover, the organic cotton certification is given only after three years of chemical-free cultivation. As Paola explains:
“All our products are made from 100% organic cotton and merino wool: we choose only the best natural fabrics achieved by a carefully controlled production process.” Paola continues: “Filobio always chooses quality so that mothers who choose to buy our clothes and products in general can be sure to have made the best choice!”
Mums look at the label and tissue composition of the clothing that you buy, you have the right (and duty) to ask retailers (when we buy a cloth) where it comes from and why (how) it is made.
Filobio likes transparency
Mums, do you know that your children’s skin is thinner and more fragile than your (adult) skin? Babies’ skin also produces less melanin; this means that children are at greater risk for pesticide-related health problems than adults. Therefore, those who choose organic clothing for their children, can really reduce their kids’ exposure to toxins.
Filobio is the first company that produces children’s clothing monitoring each phase of production to verify the true health and non-toxicity of the fabrics used. It uses only low impact cotton that is not farmed in the conventional way for an end product that is totally toxin-free. Garments are finished without using plastic resins. Filobio clothes are all certified by the Textile and Health Association in order to allow the supply chain traceability of every (certified) item giving consumers a valid instrument to recognise a safe product.
To this end Paola adds: “The certification obtained from the Textile and Health Association is very important for our productions. “Organic” is not enough to certify a carefully controlled production process of the clothes we decide to buy for our (children’s) health. The economy, to be functional to society, needs to respect not only people but also animals and nature.”
I, for example, respect above all myself trying to not put competition in the first place of my business. There are many important values such as happiness, entertainment and beauty that alone would be enough to change the economy.
Filobio: the production
Filobio clothes are all made by an Indian company including 1,500 farmers scattered among 34 different villages of the Madya Pradesh’s rural area where their cotton is grown.
Regarding the Filobio cooperative system production, Paola explains: “Filobio organic cotton comes from India where the Filobio project was born. The project stems from a farmers’ cooperative who used to work as a multinational corporations’ employees and then became associated for the sake of their health also gaining even more!”
In the whole of its production, the cooperative subscribes to the standards of fair trade using low impact dyeing programmes for their cotton, and just water colours (never PVC) to apply (by hand) the screen prints on their garments. The company also possesses Eko Social Accountability 8000 for its ethical working conditions.
How to start an organic business
If you think that an eco-brand is the right path for you and your business in children organic clothing, I share with you five simple steps on how to set up your own organic brand and build your brand.
- Develop your “brand motto” that describes who you are and what your brand is for;
- Choose a specific niche: who is your market target? Ask around and get feedback.
- The next important factor is quality. The brand needs to reflect high-standards: What differentiates you from your competitors?;
- Design a logo, people can recognise you by your logo.
- Now you are ready for design your clothing line.
“Children’s world is very joyful but not for that simpler than other sectors. In my opinion and from my experience with children’s fashion industry, it is fundamental to add something, any element that can make the difference and have lots of courage!” Paola concludes with a smile.
Filobio is offering to our FG readers a 20% discount on its entire collection until 31st October. Just use promo code: FASHIONGLOBE during your next purchase at www.filobio.com.