The world of online shopping is ready to cater for your every fashion whim at the click of a mouse. But how often do shoppers stop to consider how they can lend the world a helping hand?
The FluffyCo is the designer brand with a conscience that is doing its best to give the world a big, fluffy, fashionable cuddle. Founded in San Francisco in 2005, the nature-inspired company use sustainable production and sustainably sourced materials to create a range of clothing, accessories and one-off household items.
The FluffyCo boast a sweatshop-free philosophy with most of their products created by carefully selected companies in the USA or even hand-made in their own studios in San Francisco.
Their attention to detail and friendly business ethos marked the FluffyCo as one of the nice guys of the fashion world. Recognised by Urban Outfitters for their design potential, the two now collaborate to produce one-off design items such as painted wooden key-holders, which are available in selected Urban Outfitters stores.
The characteristic graphic designs for the FluffyCo use witty plays on words and striking illustrations inspired by wildlife and artistic concepts around the world – proving sweatshop-free does not have to be style-free.
Humorous, indie designs feature canaries perched on vintage bikes, aptly named ‘cheep bike’, while another tiled print showing action shots of donkeys bucking reads ‘kicking asses’. A repetitive theme, popular with most indie designers, of using owls, hawks and birds of prey prints are found on men’s and women’s T-shirts, mini wallets, tote bags, belt buckles and mounted bottle openers.
The ranges also use nature as their canvas. The t-shirts use organic, Fairtrade 100 per cent cotton and the designs are printed using water-based inks – a more eco-friendly option compared to toxic, plastic-based ink.
The mini wallet and card cases use a leather replacement of American-made Naugahyde, a type of durable vinyl. The simplistic and compact designs of the mini wallets and card cases are perfect for carrying essentials such as credit cards and ID and – just as an added bonus – they are cheaper than leather options from other retailers at only £12.50 each.
Shoppers already feel guilty when spending an embarrassing amount of money on the latest trends. Add to that the guilt of knowing that those garments may have been produced in a sweat-shop and they will be breaking in to a sweat themselves over the tainted purchases.
As with other eco-friendly designers one of the main obstacles from concept to customer is the higher prices. The Fairtrade fabrics make the final items a tiny bit more expensive compared to other competitive brands, but the extra money is made back in quality and peace of mind. The FluffyCo have managed to not only provide the eco-quality but also keep their prices affordable; a T-shirt from the FluffyCo will set you back about £21 and a hoody a reasonable £41.
You can even get the whole family involved if you want. Cute and cuddly eco-friendly baby clothes let you start the next generation in an eco-friendly outfit.
The FluffyCo are now stocked in over 300 stores worldwide but only three here in the UK. If you want to get up close and personal with the FluffyCo drop in to browse their wares at Smug on 13 Camden passage, London or visit the FluffyCo website at: http://www.fluffyco.com
Sydney Fleming-Gale
