As part of our commitment to being more sustainable and reducing our carbon footprint, we have introduced LENZING™ ECOVERO™ to our product ranges. Our Sourcing & Sustainability Consultant, Julia explains what the wonder fabric EcoVero™ is and what makes it a sustainable choice.

Barb EcoVero™ Franglais Print Tea Dress with red beretBarb EcoVero™ Franglais Print Tea Dress

What is EcoVero™?

EcoVero™ is simply, sustainably sourced viscose. Created by Lenzing™ , revolutionary LENZING™ ECOVERO™ is the responsible alternative to traditional viscose fabric – the lightweight, breathable drapey fabric that we love for some of your favourite dress styles.

EcoVero Logo

Generic, conventionally sourced viscose is a cellulosic fibre, produced from wood pulp, which has sadly contributed to the acceleration of deforestation.

EcoVero™ viscose fibre is derived from responsibly managed, certified and renewable forests, which can be traced back to their source, helping fashion manufacturers such as ourselves create a more transparent supply chain.

The production of EcoVero™ is carried out using significantly less fossil fuel energy and up to 50% less water than conventionally sourced viscose, in a highly regulated and environmentally responsible process.

3 MODELS WEARING JOANIE CLOTHING ECOVERO DRESSESJulietta EcoVero™ Potted Plant Print Tea Dress, Barb EcoVero™ Jam Jar Print Tea Dress, Manon EcoVero™ Bee Print Button-Through Shirt Dress

Why is This Important?

The fashion industry is a major contributor to worldwide pollution and landfill. Excessive consumption of water for irrigation of natural fibre plants such as cotton, has led to the creation of new deserts and arid areas, where previously there were lakes. Continued use of fossil fuel for energy and the production of synthetic fibres and plastics, is one of the greatest contributors to carbon emissions.

Barb EcoVero™ Jam Jar Print Tea Dress with white sandals and a jar of jamBarb EcoVero™ Jam Jar Print Tea Dress

Reuse, Recycle, Repurpose

By increasing our use of fibres like EcoVero™, we can significantly lower our impact on the environment throughout the lifecycle of each style, from its concept and development, through production and delivery, to sale and eventually, disposal.

Lenzing™ are focussed on the circular economy, which promotes the recycling and reuse of waste fibre and fabric, in order to eliminate the prospect of it ending up in global landfill.

Because LENZING™ ECOVERO™ is sourced from plant matter, and is therefore biodegradable and compostable, its long term effects on the environment are less than synthetic fibres and fabrics such as polyester and nylon.

This aligns really well with the Joanie Clothing philosophy, which is based on the concept of slow fashion – buy less, buy better and make it last. We hope that this will lead to a more environmentally conscious future, for both our business, and our fashion loving customers.

We may be inspired by vintage style, but our commitment to sustainability is firmly rooted in developing a modern and more environmentally friendly fashion business. Every decision we make when buying a new style comes with a question…

“how do we ensure that this product has the minimum possible impact on the environment?”

The use of LENZING™ ECOVERO™ is just one of the many ways in which our business is evolving to build that sustainably conscious future, and we really hope that all of our customers will join us on our Joanie journey!

You’ll find all of our EcoVero™ styles in our Wear & Care edit.

For a little more about this amazing fabric, see the video below!