BY OUR DESIGN PRINCIPLES
sustainability has never been this fashionable.
DESIGN FOR INCREASED CONSUMER VALUE
From the very beginning we focused on creating a collection that would address a need that had not been dealt with yet. OMDANNE addresses the need for change, adaptability and space. This would not only bring more value to the user but would also enhance product life-extension through utility. So everybody wins: the consumer, the environment and the business.
DESIGN FOR ATTACHMENT AND TRUST
Sometimes called ‘design for emotional durability’, it is probably one of the most challenging aspects as the “test” lies in preventing emotional obsolescence, in other words: it prevents the user from getting bored with her garments. To address this, we decided that the user should be involved and be able to influence the design of the clothes that she wears. Thus the convertible factor kicked in. So, if you own an OMDANNE piece, you are no longer just a consumer but a COsumer (contributor & consumer).
DESIGN FOR DURABILITY
Durability was addressed considering 2 fields: the physical durability of the product and the durability in time of the designs. For the physical aspect a sturdy woven fabric was opted for, with a high thread density and a weight over 200 g/m2. The second field focused on creating timeless aesthetics, with clean shapes that will never go out of style. After all, our main goal is to create lasting value.
DESIGN FOR EASE OF MAINTENANCE
More than two thirds of a garment's carbon footprint* occurs in the user's care. That is why, it was important for us to use a fabric that is easy to take care of. With TENCEL®, moisture is transported away from your body, preventing bacteria growth and unpleasant odors. So instead of washing you can air your clothes outside when you just need to regain freshness.
DESIGN FOR OPTIMIZED & CLEAN SUPPLY CHAIN
Supply-chain Optimization: sourced and produced within Europe in order to decrease CO2 emissions produced by transportation.
OMDANNE begins from eucalyptus trees from certified sustainably-managed forests. The fiber, then, is produced in a closed-loop system recovering almost 100% of the organic solvent used in the process. Afterwards, the fabric is made in a certified sustainable manufacturing process with no harmful chemicals used and responsible management of environmental performances. The garments are manufactured in a certified fair-trade production facility and then we focus on e-commerce to sell the products, a practice that uses considerably less energy than traditional retail. The last two phases: use and disposal are carefully guided so that, in the end, after many years, the garments become nutrients to the soil.
DESIGN FOR A CLOSED-LOOP SYSTEM
Last but definitely not least, every garment must return safely into nature. Closed-loop refers to circularity, which transcends sustainability, having in mind an end-of-life strategy for the product. Circular economy says that “waste equals food”, in other words: in the living world, one species’ waste is another’s species food. So we got very inspired by that thought and managed to create biodegradable garments. Now it may sound easy, but it’s not and we love a worthy challenge.