S U S T A I N A B I L I T Y | What does ‘sustainability’ stand for at Joslin?
- Respecting all of the processes and people behind a garment’s manufacture
- Making considered purchases and investing in wardrobe longevity
- Using natural fibres that grow from the earth’s soil and respecting the agriculture and farming of natural fibres
- Constantly striving for improvement, transparency in the supply chain and the regeneration of our environment for our children
- Valuing the integrity of design and garment construction, appreciating the craft and enjoying the design and development process
- Conscious and considered design
As an emerging brand, Elinor Joslin believes the brand still has a very long way in becoming truly 'sustainable'. Joslin is a consumer goods brand, and like all fashion and consumer goods businesses, Joslin will never be considered a '100% sustainable' brand, but lightening Joslin's footprint on the planet is the brand's foremost goal.
Elinor Joslin currently considers Joslin a 'conscious' brand and is committed to the improvement of sustainable processes with every collection, and to provide further transparency and accreditation as her business grows from an emerging designer brand into an established sustainable designer brand.
U N S U S T A I N A B L E I N D U S T R Y
Designer Elinor Joslin believes that much of the Fashion Industry as it currently stands, is a cycle of planned obsolescence and synthetic landfill. Fashion itself is a business model of creating and selling new products that are made from the earth's resources, only to be worn once or a few times before becoming obsolete.
Pollution in the fashion and textiles industries is vast : from soil degradation due to genetically modified crops of cotton, pesticide use in cotton fields creating greenhouse gases, waterway pollution from chemicals used in the dying process of textiles, exploitation of garment workers that aren’t paid a ‘living' wage, millions of tonnes of clothing sent to landfill each year, micro-plastics in our oceans from synthetic textiles washed in our homes, nitrous oxide formed from petroleum-based textiles and countless sources of carbon emissions along the supply chain cycle from transportation to manufacturing.
Elinor Joslin believes that being conscious, being considered, making responsible choices, encouraging positive change, pushing for transparency and always evolving in ways to lighten one's ecological footprint is both a brand and consumer's best foot forward to a sustainable fashion industry.
N A T U R A L T E X T I L E S
Joslin sources textiles and yarns that are high in quality, planet friendly and traceable to the source wherever possible. Joslin uses only fabrications derived from natural compositions in each and every design (with the exception of Joslin's Knitwear Collection, see further below under 'synthetic textiles').
Fabrications and fibres used by Joslin include linen (see in detail below), ramie, silk, wool, cashmere and cotton textiles and yarns from traceable origins.
Fabric minimums are a major challenge for small-business Designers. Due to the Fashion Industry's lower demand for sustainable fabrics, pricing and minimum order quantities are in so many cases unattainable. Joslin faces many barriers in price, quality and scalability for many bio-based, certified and innovative alternative textiles. Instead, for now, the business focuses on natural fibres and naturally occurring sustainable fibres.
L I N E N
Approximately 70% or more of Joslin’s garments are made from linen.
Linen is naturally occurring from the flax plant and is one of the most naturally occurring sustainable fibres :
- Flax cultivation has positive effects on eco-system diversity and offers a environmental pause for soil quality and bio-diversity
- The flax plant and crop respects the environment and preserves the land, as well as the surrounding plants and wildlife
- Flax protects the soil and water resources, it requires zero irrigation as rain water is enough for the crop to grow naturally
- No pesticides are used or required to protect the crop whilst growing, thus there is no green house gas emissions
- No genetically modified organisms
- The entire plant is used and no part of the plant is wasted
- Carbon sink, the crop absorbs more carbon than it puts out
- Field retting
- Mechanical scutching to yarn
- Low carbon emissions
- Biodegradable properties
Joslin's linen-flax is of traceability to the Normandy region of France, a terroir of excellence for the flax culture. From the field to the scutched fibre, the production is fully traced, which allows a better follow up of the fibre lots quality. The combed flax is imported into Jiangsu, China in bales where it is spun and then woven into batiste cloth.
Linen uses approximately 90% less embodied energy in its manufacture than polyester -'fast fashion's' most common fabric - and is long lasting and durable in the wardrobe.
R A M I E
Ramie has similar characteristics to linen, ramie fibres are sourced from Chinese Nettle, which is native to East Asia. It is naturally growing and biodegradable. Joslin's ramie is grown in China and is woven into ramie organdy and batiste.
S Y N T H E T I C T E X T I L E S | There is no sustainability in synthetic
Synthetics and/or plastics are generally not used at Joslin, this is due to synthetic textiles ‘non-compostable/non-biodegradable’ and ‘micro-plastic’ properties that have profound effects on the planet’s land-fill levels and oceans, and furthermore the negative environmental impact and carbon emissions of producing polyesters and acrylics through petroleum.
According to Textile Exchange, polyester accounted for 57.75% of fibre production in 2019, with only a share of 14% of this being recycled. Elinor Joslin believes the world urgently needs to lower the usage of fossil fuelled textiles and move towards textile-to-textile recycling if fossil fuelled textiles are to be of continued use, this will also improve social conditions and awareness in waste collection and recycling.
In Joslin designs, synthetics and plastics are only used when there is no natural alternative, or when it benefits the natural composition. In garment production, it is not always possible to avoid synthetics and plastics - buttons, zips and fusing’s are the benchmark of standard manufacturing and garment construction. There is currently no natural alternative that is commercially viable for fusing.
Joslin’s Knitwear Collection, has designs and yarns that use pre-consumer recycled nylon, the nylon supports the construction of the knit, ensuring stability and return, making it last even longer. The recycled yarns used are certified by Global Recycle Standard, a certification level created by The Textile Exchange.
O E K O – T E X ®
All of Joslin’s manufacturers and dye-houses ensure yearly audits and certification of OEKO-TEX® 100 STANDARD, meaning no harmful chemicals are used during the dying process, ensuring customer confidence, high product safety and healthier waterways. OEKO-TEX® undertakes extensive product checks and regular company on-site visits with factories all over the world to ensure that the industry has a globally sustainable awareness of the responsible use of chemicals.
O V E R P R O D U C T I O N + C O N S U M P T I O N
As a brand growing internationally we need to be realistic - unsold stock is an issue all fashion businesses are faced with. Producing and selling new clothes is our business model, so we are being proactive in exploring new design and fashion models. COVID-19 has opened our eyes up to many issues faced inside the Fashion Calender and we aim to update you on our changes later this year.
D E S I G N | Enduring design and timelessness
A garment has a manufacturing lifecycle of over twelve months to design, develop and produce, with great cost to the environment. Elinor Joslin believes in transeasonal and enduring design elements to give Joslin garments longevity, with the belief that no garment is ever designed to be worn once.
Joslin values qualities such as traditional detailing, natural fabrications and minimalism, in every Joslin garment you will discover signature detailing and multiple ways to style your garment. Collections present timeless colour palettes of optical-white, ivory-white and black that can be worn for seasons and years to come.
Joslin’s Signature Collection is a line of pure white and classic black dresses and separates, aesthetically recognisable to the Joslin label and loved by women of all ages and body shapes. Pieces from the Signature Collection are based on longevity and are designed to be cherished for a lifetime.
M A N U F A C T U R I N G | Ethical + Social Compliance
Joslin only works with suppliers and manufacturers that incorporate ethical manufacturing and social compliance.
The Joslin team visits their factories four times a year (pre 2020) to maintain a high standard and ensure safe and healthy working conditions for their makers, Joslin ensures strict Worksafe standards and working hours, with correct rates of pay.
Joslin's suppliers are currently based in Jiangyin and Suzhou in the Jiangsu Province, and Guangzhou and Changping in the Guangdong Province of China.
Because of the complex nature of Joslin's suppliers’ supply chain, it is not always possible for the team to monitor and control the conditions of each individual involved in the production of Joslin products : for example trims and zips.
As Joslin's business continues to grow, Elinor Joslin and the team recognise the importance of being proactive to support the rights of those involved in the manufacture of their garments, and striving for further transparency in the supply chain.
E – C O M M E R C E + P A C K A G I N G
There is a significant hidden cost to the environment with online shopping, from plastic carrier satchels, excess branded packaging and carbon emissions from freight forwarding aircrafts to transport online orders and returns.
With this in mind, the Joslin team practices sustainable servicing of their e-commerce business:
Joslin’s e-commerce orders are sent in 100% compostable carrier bags for all shipments to customers worldwide, we purchase our compostable carrier satchels from The Better Packaging Company.
Joslin uses 100% recycled tissue paper (from ) to wrap all orders and 100% recycled card and paper for all branding and invoicing. Joslin avoids excess inner packaging such as boxes for e-commerce in the aid of reducing landfill and virgin paper production from cutting down trees.
All of Joslin’s international e-commerce orders are carbon offset through the DHL GoGreen Climate Neutral shipping service.
R E D U C I N G S I N G L E U S E P L A S T I C
All garments exported worldwide from China come inside 100% plastic bags or poly bags, one of the world's worst hidden uses of soft plastic. Joslin proudly imports all garments into Australia inside 100% compostable plant-based satchels.
The Joslin team works tirelessly to recycle and correctly dispose of all plastic and soft-plastic used by the business, wherever possible the Joslin team finds alternatives to plastic. 100% of the soft plastics used by the Joslin business are recycled weekly by each team member taking turns to deliver our soft plastics to official soft plastic recycling bins, for more information discover REDcycle.
i = C H A N G E
In July 2020, Joslin partnered with i=Change. Joslin gives back $1 AUD from every single sale towards charities that reflect their values :
P R O T E C T A W O M AN
Across Australia, around 56,000 women are homeless each night, many with young children. Now, there are many more. Women unable to access shelters are left vulnerable, disconnected from community and support networks. Women’s Community Shelters is dedicated to providing women and children with a safe place to stay and an opportunity to rebuild their lives.
R E S T O R E T H E L A N D
Since European settlement, over 90 million hectares of land across Australia has been cleared, threatening species and the productivity of farmlands. Climate change will only exacerbate the impact with reduced rainfall, increased temperatures, droughts and more frequent extreme weather events. Greening Australia aims to restore 330,000 hectares of native trees across Australia by 2030. Drawing on the expert input of Traditional Owners, scientists and local land managers, we will plant 500 million trees and shrubs to store carbon, create quality habitat for native wildlife, and restore degraded farmland. These 500 million trees and shrubs will absorb over 1.3 million tonnes of carbon dioxide per year by 2030, and reduce atmospheric carbon pollution. This is one of the world’s largest and most ambitious ecological restoration programs.
G I V E A N E W S T A R T | Help a woman achieve financial independence
There are currently 346,000 women unemployed across Australia. Thousands of women are struggling and have lost their confidence. Often the only thing standing between them and vastly improved circumstances - is a chance. We empower women to take back their confidence and overcome their barriers to gaining and sustaining employment. Supporting a woman to lift herself out of hardship and distress, can enable her to build a brighter future for herself and her family. Not just for today, but for the rest of her life.