At Reemami, Sustainability is core to our ethos as a brand. Being one of the first Middle Eastern brands to be committed to sustainability, ethical designing, women empowerment and most importantly active & healthy lifestyle; We ensure to tell stories that inspire people to stay conscious, sporty and expressive through our various chapters. This way, we believe, we are the representatives of change.
We strive to minimize harm to our planet in all that we do. To achieve this, we have begun measuring our impact in the areas of supply chain transparency, raw materials, seasonless fashion, social advocacy, and giving back.
RAW SUSTAINABLE MATERIALS
About 230,000 liters is the amount of water needed to produce one kilogram of cotton, equivalent to a single t-shirt and pair of jeans. This is the reason why we have taken an emboldened mission to trace our supply chain and begin implementing sustainable fibres into our collections. Global Organic Textile Standard (GOTS) certified Organic cotton and organic denims are all being plugged into our supply chain recently. This helped us to support farmers working with nature and not against. We ensure all our printing processes are carried out at GOTS certified manufacturing units. Our aim is to ensure our print and dye houses use the most environmentally and ethically responsible products with certification focusing on responsible water, chemical and energy footprints. Thus we confirm that the effect of our material sourcing and material production has least impact on the ecosystem.
About 15% of fabric intended for clothing ends up on the cutting room floor. This waste rate has been tolerated industry wide for a long time. We repurpose our fabric leftovers to create headbands and other products to ensure zero waste. By using waste from the final garment and the test fits, we continually practice and work hard to be a zero – waste brand.
Every season we try and find dead stocks in our local community. Stocks that have been left untouched in warehouses or stocks that were intended for home furnishing and interior decoration. Later on, we search for innovative ways to include these in our collection. Often the results have been very surprising and satisfying to us.
We have also promised to be an Eco-friendly fashion brand. We follow an ethical approach towards our raw material and production process as well, i.e, it involves many social behaviors such as :
- Considering the ethics behind the origin of a product or fibre. For example, we refrain the use of fur, feathers or leather in our products as to promote a cruelty-free and ethical philosophy.
- Our Business plan includes the people who make our garments. This means that everyone working within our production process receives a fair living wage and are treated with respect.
- A ban on child labor.
With a story to tell each season and a seasonless approach in mind; we consciously create staples that are timeless, durable and forever loved pieces. We produce in small batches and only when ordered to minimize waste and over stocking. We work persistently to slow down the pace of consumption, selling without going after seasons and products that will have a longer lifespan than the average clothing item.
As we look to the future, it is pretty evident that today’s continuous fashion model is reaching its limits and is no longer sustainable. The solution is transitioning to a circular model which accelerates change across the whole industry; so that our clothes will never end up as waste. We at Reemami, are constantly seeking solutions and laying out plans which encourages a circular fashion.
We source our textiles from local stores run by families which often turns to be a hidden treasure land of old rich dead stocks of textiles. About 15 million tons of textile waste was generated in 2013, of which 12.8 million tons were discarded. We take utmost pleasure to give life to these dead stocks of textiles which would otherwise end up as landfill. This way, we not only are supporting marginalized small store owners to thrive their businesses and to give back to the local community but we reduce a great share of landfill in our own capacity.