FASHION FORWARD: KEEPER DENIM’S SUSTAINABLE AND ETHICAL STYLE
Originally published 18 November 2019 by Taysha Sullivan on Startup News WA.
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WA fashion startup Keeper Denim has launched a Kickstarter campaign to fund its first product, the ‘Elwood Skinny Jean’.
With over 6 billion pairs of jeans produced by the conventional denim industry annually, new label Keeper Denim is going against the trend of mass production to start a denim revolution. Proving that it’s possible to merge sustainability, ethics and style, Keeper Denim uses production methods that aim to make ensure customers “look and feel great” about their purchase.
Every pair of jeans is ethically made in Australia from sustainable materials, including organic cotton and recycled materials, with small production runs, designed to reduce waste and minimise their environmental footprint.
Founder Kate Bartuccio said a background in design and a passion for sustainable living began the Keeper Denim journey.
“Our journey began when I had been working in the corporate world for a few years and was looking for a change in my career. I wanted to work on a project where I could make a difference and follow my background in design and my passion for style and an ethical, sustainable lifestyle,” she said.
With a clear passion, Bartuccio said a documentary highlighting unethical practices that take place within the fashion industry pushed her to start the label.
“I then watched a documentary called The True Cost, which focuses on the fast fashion industry and the many sweat shops in the developing world, where most of the clothes we buy in the western world are made today. It opened my eyes to the devastating impact this industry is having on both the environment and garment workers,” she said.
Over the last 18 months, Keeper Denim has done extensive research into the craft of manufacturing jeans and minimising the impact on the environment, as well as the people involved in the production process.
“We chose to source our denim from one of the world’s largest suppliers of organic cotton denim and our jeans are made ethically in Australia. We have a transparent supply chain and consciously chose each supplier to ensure we minimised our impact,” Bartuccio said.
This extensive research and passion for sustainability has resulted in Keeper Denim’s first official product, the Elwood Skinny Jean.
“They’re a high-rise, skinny, ankle cut jean designed for women of all ages, shapes and sizes. We’ve considered each and every detail, including our vegan-friendly brand patch, made from a unique material called Jacron,” she said.