Based on the Sunshine Coast of Australia, Sinerji is a designer clothing label which creatively balances a caring ethos with a distinctive aesthetic. Sinerji is the brainchild of designers Alice Jones and Louise Visser, and it's my pleasure to share with you my interview with the inspiring Alice!
Q. What inspired
the creation of eco-fashion label Sinerji?
Louise and I wanted
to create a label that produced stylish & fun clothing, that was also flattering,
comfortable and that could be worn to work and play…sounds simple enough
right? BUT it also had to be produced
with ethical, sustainable principles and absolute transparency.
After having worked in mainstream fashion and
seen the lack of ethical accountability that was standard practice, we wanted
to shine a light on that aspect of things at the same time as creating
beautiful, wearable collections.
Q. How would you
describe the design aesthetic of Sinerji?
We are definitely
classic gals, and Sinerji is all about feminine lines and clothing that
accentuates your good bits. There is dose
of 1950’s and 60’s structure; we have found those shapes really work for our
customers and the varied body shapes of the modern woman. Having said that, we are inspired by modern
themes and trends, and our natural environment too.
Q. What makes
Sinerji a great choice for eco-conscious fashionistas?
Sinerji is a
fabulous choice for the eco-conscious fashionista; we created our core
principles when ‘eco-fashion’ was just a blip on the horizon, and nearly 6
years on, we have seen the fashion world embrace the change toward eco and
ethical the way no other industry can! We strive to go over and above our
customers and our own expectations at every turn.
To that end, we use only sustainably farmed,
organic fibres, natural based dyes, and our production is not just fair trade, but
we work directly with every individual in our supply chain…from farmer to
sewer. Even our tags are printed on hemp
using vegetable based inks.
Our designs
are unique and I think we have created a strong signature using those
beautiful, soft, cool organic fibres but the Sinerji story really sets us apart
from the mainstream. We believe we are
showing how to make a positive difference through fashion.
Q. Which ethical
designers are inspiring you right now?
Vivienne Westwood
has always been an inspiring woman, but her more recent eco offerings have been
great. There are some amazing Australian
eco labels; One Colour, and Pure Pod, are both doing wonderful things, as is
our gorgeous friend, eco model Amanda Rootsey.
But we are inspired by the people we work with more than anything;
particularly the women who weave and dye our fabric in Thailand. They are funny, strong, intelligent and so
positive about life and community…all while juggling children and hard
work. A few days spent with them is
truly inspiring!
Q. Can you tell us
a little bit about the artisans you work with overseas?
We work with two
different groups; in Thailand we work with a small permaculture village where
the organic cotton is grown, loomed, and dyed with natural dyes in the
traditional method (meaning no nasty chemicals).
And in India we work with another group who
have access to some incredible eco fibres, and who are G.O.T.S and Oeko Tex
Certified. Both groups are Fair Trade,
and the most important thing to us is that everyone is paid well, is safe and
is able to grow and strengthen their family and community through working with
us.
So far we have seen some beautiful,
positive changes in the communities we work with, like children going to school
and university, and the establishment of a Community Bank, so that is very
rewarding. We are able to see a positive
environmental impact also, which makes us very happy!
Q. Do you have a
favourite item in store right now?
Our new Pleat Pant
is my current favourite…and the Embroidered Mini. The pants are a great fit, with inverted
pleats in the front and a little button feature at the bottom for adjustable
length (so you can show off your winter ankle boots!). The Embroidered Mini is great with tights and
boots.
Q. What’s your
advice for young people interested in making a career out of ethical fashion
and design?
My advice is to ask
lots of questions, keep an open mind, follow your heart, and don’t be afraid to
ask for help, or to question something that you think could be done
better.
Your choices shape who you are
as a person, in business, and who you are as a designer, and all of these
things create the signature of your label…which you want to stand out from the
crowd. You won’t achieve this by
following the pack!
Q. What does the
future hold for Sinerji?
We hope to spread
our message as far as possible; that beauty and fashion are more than just
trends and marketing. That fashion can be
the catalyst for truly magnificent, positive change in our world. True beauty comes from how we carry ourselves
through the world, and how we relate to those in our immediate community, and
in our global community. The positive flow on effect from the choices we
make everyday are infinite.
You can also connect with Sinerji via Facebook and Twitter!
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