We believe a circular economy model is the only option for the future of fashion. The current take-make-waste fashion system is a broken model that needs to change! Somewhere garments have been consciously designed with the ability to be recycled, meaning we can take them back and recycle them into new items, creating a waste free, landfill free fashion system.

Why Circularity?

In determining how to make a more affordable product, it didn’t escape us that people may then perceive it to have less value. Despite being of equal quality to our main line, the cheaper something is, the less value people perceive it to have. And the less perceived value, the more people tend to buy and the easier they dispose. We are not in business to encourage mindless consumption or promote the fast fashion ‘take-make-waste’ mentality and the possibility of this mentality being adopted to our clothing, simply because of the price, was not something we were willing to accept.

We knew that if we were going to make an affordable line, we needed to rethink our entire business model. It was around this time that we first came across Ellen MacArthur and her circular economy model. This was a pivotal moment in the development of Somewhere and we knew then, that it had to be circular.

Fabrics

Circularity means eliminating waste and keeping products in use for longer through reuse, repair and recycling, as part of a closed-loop system. Any waste should become food for another process such as compost; a regenerative resource for nature. Naturally, then, choosing fabrics that had this ability was essential when developing Somewhere. We decided on 3 key fabrics, all of which have the ability to be recycled, meaning that if, over time, people fall out of love with their garments, or they are looking a bit too loved, through our collection system (launching 2021) we will take them back and recycle them into new items.  Creating a waste free, landfill free fashion system. 

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3 Design Principles

We believe the future of fashion is circular. However, we also want to encourage people to buy less, buy consciously, and buy for forever. It is our job to encourage this mindset and to ensure our customer has every reason possible to keep their garments forever. This led us to determine our 3 design principles for this Somewhere.

1. Luxury quality - it will last a lifetime

2. Seasonless style - it will never go out of fashion

3. Perfect fit - you won’t want to take it off

To test both the quality and fit, each style has been wear tested over a minimum of 6 months. They have been redesigned, re-worn, hot washed, warm washed, cold washed, fitted on multiple different body shapes, sizes and heights, wear test surveyed, social media surveyed and redesigned again. The t-shirt for example, has had over 15 different iterations. We have ensured that the products in this line are of the highest quality and perfect fit, it’s not just another white t-shirt. Our hope it is that this is the best, and last, white t-shirt you will ever buy.

Care

Our hope is that you keep your Somewhere forever! So to help you, we have put together these helpful tips about how to care for your Somewhere. 

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Collection and Recycling

Somewhere garments have been consciously designed with the ability to be recycled, meaning that if, over time, you fall out of love with your clothing, or it is looking a bit too loved, through our collection system (launching 2021) we will take them back and recycle them into new items.  Creating a waste free, landfill free fashion system.

A current challenge we have with our recycling is the amount of clothing we need to accumulate before we can meet the minimums required by suppliers to recycle. Our hope is that as more brands develop recyclable garments, the demand for recycling will go up and the minimums will come down. We would also love to partner with other brands and initiate collaborative recycling. We will keep you updated!