Clothing brand Son of a Tailor (www.sonofatailor.com) is taking an innovative approach to production to combat the problem of chronic waste. They adhere to two core values- no fabric waste and no unsold inventory.
The Zero Waste pullover went on sale via a Kickstarter campaign on 21 October, reaching its target of $15,000 in just 39 minutes, primarily with donations from the USA. Pieces are clean and minimalist, a reflection of their Danish origins.
Garments are made to order and cut from one piece, using the latest 3D knitting machine technology, preventing overproduction and textile waste in the form of cut-offs. Customers provide their weight, height, age and shoe size when making an order, then an algorithm uses these four criteria to create the perfect fit, based on data gathered from 30,000 men worldwide. The resulting customised fit ensures a low product return rate. All items are manufactured in the European Union to ensure a high-quality product and fair working conditions.
The apparel industry produced an estimated 92 million tonnes of textile waste in 2018 alone, while garment production and transportation accounts for around 10% of global CO2 emissions. Conventional clothing production wastes up to 21% of fabric in the cutting process, and Son of a Tailor’s method reduces this waste to under 1%. At the same time, 15-20% of clothes are wasted in unsold inventory and 60% of purchased clothes items are discarded after just one year, according to estimates.
Son of a Tailor CEO and Co-Founder Jess Fleischer says: “The fashion industry must finally rethink. The success of our Kickstarter campaign shows that consumers are ready for this: more than 400 people supported our Zero Waste pullover in the first 24 hours, making us the most popular Kickstarter project currently in the fashion sector. Sustainability is not a choice. We need to change the negative impact of our consumption on the environment as quickly as possible, but this can only happen if all manufacturers rethink and run their production lines in a more environmentally friendly way.”