Staiy Magazin - The Journey From Seed To Skin

4. Juli 2022

The Journey from Seed to Skin

with Fibre For Good

JUNE ‘22

3 minutes

#COVERSTORY

Staiy is thrilled to present Fibre For Good, an Australian-based sustainable babywear companyestablished by Carl Ludwig and Fiona Su that offers everyday timeless and high-quality organic natural colour cotton (ONCC) garments that are both easy on the skin and the planet.

Words by Emma Hastie

Photo by Fibre For Good

Fibre For Good is a sustainable babywear company established by founders Carl Ludwig and Fiona Su that offers everyday high quality, timeless, and classic silhouettes that are inspired by “mother nature and what she’s provided us.”

This brand is “all about organic natural colour cotton” or ONCC and seeks to provide “pure and untainted clothing of high quality” in a way that is transparent with their customers and better for the health of our planet. Their vision is to “provide the best natural clothing for life on earth,” and they “strive to provide the right leadership in supporting our planet.”

Baby-Schlafsack aus naturgewachsener Bio-Baumwolle

€52,95

“After working in the fashion industry for

32 years and being a witness to modern slavery...it was time to change and help young families make informed decisions.”

Carl Ludwig and Fiona Su, Founders of Fibre For Good

“Transparency and traceability equals sustainability.”

Carl Ludwig and Fiona Su, Founders of Fibre For Good

“If you take pride in what you purchase and look after your products, they will last longer and take care of you.”

Carl Ludwig and Fiona Su, Founders of Fibre For Good

“Quality is king”

Carl Ludwig and Fiona Su, Founders of Fibre For Good

Photo by Fibre For Good

Babysocken Stripes (3er-Pack) aus naturgewachsener Bio-Baumwolle

€24,95

Movement for

Change and Opportunity

After working in the fashion industry for 32 years and being a witness to “modern slavery,” the waste of natural resources, and “excessive chemical and water pollution from dyestuffs,” Carl and Fiona knew there had to be better, more sustainable and ethical options, and “it was time to change and help young families make informed decisions.”

A pivotal turning point in their journey for change and sustainability was when they learned “that 2,700 litres of water was required to produce one single t-shirt.” At the time they were working for a larger retailer that sold “12,000 T-shirts a week,” which equated to [using] over “32 Million litres of water” per week. This is when they both knew that they “needed to use [their] skills to make the change,” a change towards sustainability and care for the planet.

They also saw that “there was nothing in the Australian market” that aligned with their idea of sustainability entwined with quality and soon realized that they “could potentially become a leader in sustainable apparel and retail.” They felt almost as if they had “stumbled [upon] the holy grail,” and this was when Fibre For Good’s sustainable journey first began.

From Seed to Skin

When on the search for sustainable fabrics, Carl and Fiona learned of “organic natural colour cotton” or ONCC, which produces quality garments of the three organic natural colours: green, brown, and natural white, which Fibre For Good leaves entirely unbleached and undyed throughout the entire production process. Once Carl and Fiona saw ONCC, they immediately fell in love considering that it “ticked all the boxes for [them].” With their commitment to ONCC, they can now “design with true purpose.”

Laia Crossbody Bag

Photo by Fibre For Good

Baby-Langarmshirt aus naturgewachsener Bio-Baumwolle

€34,95

Furthermore, by establishing their brand as a “vertical operation,” they can ensure that they “have control of all aspects of the supply chain,” which they like to call “from Seed to Skin.” They describe how they are “modern luxury” in the sense that they “grow [their] cotton using…mother nature’s heirloom seeds” and then “hand pick the cotton due to its “delicate fibres” that are then spun into a yarn that’s knitted into “beautiful fabrics.” These fabrics are then cut and sewn into high-quality and sustainable “everyday basic styles” that will never go out of date and stand the test of time. “Now that’s what we [are] proud of,” as Carl and Fiona describe.

When it comes to defining what it means to be sustainable at Fibre For Good, Carl and Fiona believe that “transparency and traceability equals sustainability.” They also describe themselves as “not about trend” nor are they about marking up just to mark down. Rather, they are “planet focused,” all about “brilliant basics,” and believe that “if you take pride in what you purchase and look after your products, they will last longer and take care of you.” Even in the personal lives of Carl and Fiona, their lifestyles emphasize sustainability, and they consistently live by the notion that “quality is king.”

Moving Forward

When it comes to how the founders of Fibre For Good envision change in the fashion industry, they describe how “Australians are the second worst land fillers per capita” and “import one billion units of clothing every year.” The founders at Fibre For Good, Carl and Fiona, assert that “this must stop” and offer the idea that Australia’s “government should introduce a quota system to help reduce… fast fashion.” They also proclaim that “fast fashion is an addiction” and describe it as being “driven by retailers and shareholders that have no concern about the future of our planet except to line their pockets.” Fast and low-quality fashion is constantly harming our planet, and we must start making shifts towards sustainable methods now.

As for the direct future of Fibre For Good, Carl and Fiona will continue implementing sustainable and ethical methods of production such as regenerative farming and less water usage to maintain and uphold their mission of staying “planet focused.” Along with continuing to uphold their mission of sustainability, Fibre For Good also strives to eventually offer a “full lifestyle brand” and describes how they began with babywear but hope to expand into high-quality, sustainable kidswear, adultwear, and finally home textiles. There is much to be done, but there is hope for the future.

If you found Fibre For Good’s sustainable journey inspiring and intriguing, discover more details about their production process and browse their online store here at Fibre For Good.

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