INTERVIEW #37 PURE WASTE
Based in: Helsinki
Founded in: 2013
Founded by: Hannes Bengs, Anders Bengs, Lauri Köngäs-Eskandari, Jukka Pesola.
Stores: Pure Waste Concept Store in Helsinki and the resellers worldwide (www.purewaste.com/en/retailers ) and online store www.purewaste.com
Price range: 10-59 euros.
Why We love them: Nothing is more comfortable than chilling in Pure Waste. Super soft loungewear made from their self produced fabrics. A transparent brand with sustainability in top of mind. If you’re looking for a new cosy tracksuit, invest in Pure Waste.
Photo: Miiamata
What is Pure Waste and why did you start?
Pure Waste is a clothing company, which produces garments responsibly from 100% recycled materials. We started out with another company called Costo, which makes hats. We wanted to use 100% recycled fabric, but it was nowhere to be found so we decided to make it by ourselves!
What is your sustainability profile?
In terms of sustainability, we use only recycled materials - so we save loads of natural resources when no virgin materials are produced. Carbon dioxide emissions are halved and we use 99% less water when compared to producing garments from virgin materials such as cotton. We aim to take sustainability into account in everything we do - such as in logistics, deliveries, in our stores and the office.
How and where are the products produced?
Our products are made in Tirupur, India. We use 100% recycled cotton, we basically recycle cotton clips textile industry produces. Recycled polyester is added to enhance the quality of the fabrics.
What have been and are the major challenges?
The most challenging part is to develop new materials and fabrics.
Photo: Pure Waste Japan
What has been and are the largest gain?
Probably after getting involved for so long (as early as 2013) and being able to see and experience how the industry and people's attitudes towards responsible fashion have changed in a positive direction.
What do you think needs to change in the fashion industry to make it more sustainable?
The way consumers consume fashion and the way the fashion industry produces fashion, trends and needs for consumers. The industry should slow down and everyone should have their focus on responsible and long-lasting pieces that are needed.
What do you believe is “greenwashing” and what can producers and consumers do to avoid it?
Greenwashing is superficial environmentally friendliness, which doesn’t really reach from words to actions. Consumers should educate themselves as much as possible about the responsibility issues and challenge the brands to be open — the brands will answer and try to explain, often very complicated, things in the best way possible. Honesty is the best policy when it comes to communication. The brands should make their claims clear and easy to understand, and also be open about the challenges they’ve encountered in terms of environmentally friendliness.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Shop your closet first. When you’ll need something new, choose a long-lasting garment, which follows your style and not the current trends. Shop garments made from recycled materials or thrifted clothes. Take good care of your clothes and swap clothes with your friends!