Here at Joanie Clothing, we want to be as transparent as possible about the efforts we're making to become a more responsible slow fashion brand - read on to learn more about what we're doing at the moment to become more sustainable!

By introducing two new more sustainable fabrics, Livaeco™ Viscose and REPREVE®, into our range of consciously sourced clothing, we have taken the overall percentage of sustainable SKUs on our site to over 85% - our original target for the end of this year!

Hitting our yearly goal almost six months early is a huge achievement, and something we are incredibly proud to share with you, Joanie gals! We asked Juila Redman, our Sourcing and Sustainability Consultant, to tell us more about these fabrics, and provide a wider update as to where we're at currently on our sustainability journey.

Joanie Clothing has recently introduced both REPREVE® and Livaeco™ Viscose fabrics to its range of consciously sourced clothing. By adding REPREVE® fabrics to some of our shorts, dresses, jumpsuits, trousers, and skirts, we will be giving our super loyal Joanie Gals an even greater number of sustainable styles to choose from. With Livaeco™ Viscose available in dresses, too, we have expanded our range of sustainable options to 85% of the entire product mix while continuing to design for style, comfort, and longevity.

As loyal Joanie customers, you may already be aware of how we are embracing the challenge of becoming a truly environmentally conscious brand. We are doing everything we can to create a positive impact on our customers, our employees, our supply chain, and the environment.

Over 80% of the environmental impact of a garment depends upon the fabric we choose, so it is critical to our ethos that we get this right every time. So far, we have changed our cotton to BCI or organic, our woven viscose to EcoVero, and our polyester to recycled, and introduced LENZING™ Modal.

The latest additions to our Joanie environmentally-conscious fabric family are Livaeco™ Viscose and REPREVE®. What are they, and why does this matter?

REPREVE®

REPREVE® is the leading, most trusted, branded performance fiber made from recycled materials (including plastic bottles).

The process of making REPREVE® from plastic bottles (over 30 billion recycled to date!) creates a reliable, durable fabric, giving it a life beyond landfill and keeping it in circulation for longer. Compared with the creation of virgin polyester fibre, its production offsets the use of new petroleum, emits fewer greenhouse gases, and conserves water and energy in the process. It can be developed with wicking properties, sun protection, warming, and cooling properties and stretch for ultimate comfort. 

The finished fibre can also be blended with other eco-friendly fibres to create a variety of fabric types, including denim, performance sportswear, and fashion fabrics for tops, dresses, trousers, skirts, and blouses. It is extremely versatile and durable, with supreme colourfastness, and continues to perform well after many washes.

Livaeco logo

Livaeco™ Viscose

Livaeco™ Viscose is a branded, natural, cellulosic fibre produced by spinning yarn created from reconstituted wood pulp sourced from certified, sustainably managed forests. Similar to Ecovero, it is a breathable, absorbent alternative to viscose or cotton, with fluidity and softness, which makes it effortlessly comfortable. 

Its production uses less water than conventional viscose, emits a lower level of carbon emissions, and helps maintain forest cover. It is also fully biodegradable within six weeks, so it will never contribute to landfill.

Both of these fabrics were chosen in tune with our slow fashion philosophy and will help you keep your favourite styles looking as good as new in your wardrobe season after season. We pride ourselves on producing quality slow fashion, which transcends seasonal trends and fashion fads, flatters your figure, and fits to perfection!

As we have stated before, we are fully aiming to deliver our entire range from more sustainable fibres and fabrics, and we are edging towards this goal much more quickly than we had at first anticipated, which is very exciting, and something that we are very proud of!

We love that you, our loyal Joanie customers, share our passion for creating, cherishing, and wearing more sustainable clothing. You can read much more about what we are doing behind the scenes here on our blog, as well as on our Instagram. 

Oh, and please keep sharing your Instagram pics with us – we love seeing how our Joanie Gals have styled their latest purchases!