INTERVIEW #54 IMARA EARTH
Photo: @brycoles and @rosetintedhq, models; @hollywood_rs and @jessicaswxrld
Based in: Galway, Ireland
Founded in: 2020
Founded by: Amy Condell
Stores: Online; https://www.imaraearth.com/
Price range: €69.50 - €159
Instagram: @imaraearth
Why we love them: Amy and her team produce amazing products, we’re absolutely in love with the HAG (hat/bag( it’s genius! And they're so beautiful too. Something we also value high is the fact that for every purchase made, Imara plants a tree! We’re very happy to welcome this ethical and caring brand to our community.
Photo: @andreiafonsov
Tell us about IMARA Earth and why you started?
When I was in University I realised how harmful fast fashion was to our people and our planet, it was something I grew very passionate about changing. That was around 2015, and I started searching for ethical and sustainable fashion brands, which were few and far between back then. So I moved to New York and Kenya (where I grew up) for a few years to intern for sustainable fashion brands. I really wanted to make a difference. My family are very entrepreneurial and creative, so I always knew I wanted to have my own business, so those two factors tied together was the birth of Imara.
What is your sustainability profile?
I would say Imara was created with sustainable & ethical values at its core. Which has meant that every decision I have made has reflected that. From our packaging, down to the fusible (a material you iron onto the fabric to give it more structure), every tiny detail has been chosen to cause as little harm as possible to our people and our planet. However we are not perfect. Although I will always be pushing to find ways for us to be better, allowing our consumers to enjoy fashion in a clean and less harmful way.
How and where are the products produced, where do you source the material from?
Our materials are sourced from all over the world, we get our linen from local Irish businesses, and have other manufacturers in Italy, China, Turkey, Germany and the UK. Myself and our team of seamstresses sew all of our pieces, in both Galway & Dublin.
Your best selling product?
Quilted Unisex Andrew fleece - €159
Where do you find inspiration?
My inspiration comes from an array of places, I love vintage clothing, and feel really inspired from my upbringing in Kenya, and time spent in New York. I see small details and colour palettes I like, and think about the relationship people have with their wardrobe. From there I see how I can tie things together, to make them multifunctional, and start playing with fabric, to find what works and what doesn’t before settling on a final design.
What have been and are the major challenges?
Starting a business yourself that is self funded means you have to do everything yourself for lack of finance, which consumes your life/home/mind/time. It’s something you really have to be passionate about, but your passion will drive you to push yourself, and once all the pieces come together and you take a step back, you will feel so proud of what you have achieved. But it definitely is a challenge some days to push forward when it really is all consuming on your life. Particularly when you have your own emotional barriers, or when things aren’t going well in your personal life, that’s when it’s particularly hard to be motivated as a one woman team.
What has been and are the largest gains?
Having my own business really is a dream come true for me. To be able to wake up everyday and do something I am so passionate about and be creative everyday, is all I ever wanted in my career, so I can absolutely say I have built my dream from the ground up, on my own.
What do you think needs to change in the fashion industry to make it more sustainable?
Today we see a lot of high street fashion brands greenwashing, by misusing the word ‘sustainable’, because they are using sustainable materials, but still manufacturing with cheap labour. People are unaware of the damage caused by cheaper labour & lack of human rights in the factories that are manufacturing for these big brands. It’s very sad to see, as I feel it really is due to a lack of education in consumers.
Another issue which myself and loads of small sustainable fashion brands experience, is large fast fashion brands producing pieces that are suspiciously similar to our own designs, and selling them for much lower prices, as they are using 1.) Cheaper labour 2.) Less time as they have replicated someone else's design 3.) Have the capacity to produce on such a large scale, therefore cutting costs. Which small brands like myself cannot compete with.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Start by looking at what you already have, and maybe sell your clothes on Depop if you don’t wear them anymore. When purchasing new clothes, do a little research on the brands, are the materials they use natural, eco friendly, or dead-stock materials? Avoid anything with the word ‘poly’ in it -that essentially means plastic, which cannot biodegrade, causing more plastic pollution. Polyesters are also not as high quality and long lasting, when shopping for a wardrobe to stand the test of time. Finally, make sure it is something you adore, and know you will wear time and time again. Think about the piece for some time and if you still like it, then save up for it! If you buy something which is more expensive but of great quality, the time you spend saving and thinking about that piece will make sure it is something worth investing in.
Best thing about IMARA Earth?
We have done all the research into sourcing materials which cause less harm to our people and our planet. Which means all you have to do is enjoy a piece that will last you a lifetime!
What's up next?
We are working on some very exciting things to launch this Spring/Summer!
