Some time ago I discovered A Good Company, fell in love straight away. When I dig deeper I was blown away by ideas and transparency of this endeavour.
From business to foundation, shifting balance into a better, healthier, carbon-neutral approach to shopping. I decided to reach out and ask them a few questions.
Simply: got a few amazing answers which I would like to share with you all.
On their web, we can read: “We refuse to take shortcuts, and we obsess over every single step in the journey of our products, from how they are made to how they end up on your doorstep. We always walk the extra mile to improve our products and our processes, to ensure that we always are as responsible as we humanly can be”
Do you think that humankind is ready for a shift from current consumption to a much more environmentally friendly and sustainable approach to everyday life?
Absolutely. I think that people are more educated and aware than ever about environmental issues and are willing to make changes to their lifestyles and do their bit to help save the planet. We’re witnessing highly culpable industries such as fashion adapt to this change in demand and finally waking up to the fact the future is green.
I’ve read a lot about your first line of circular clothing. Does it seem that the production of circular wear and at the same environmentally friendly and carbon-negative is dearer than the production of regular product lines?
It’s true that generally, it costs more to produce something ethically and sustainably, and prices reflect that extra cost. However, if that product is truly sustainable and made to last then it will save money in the long run—for companies and consumers. As with most new innovations costs start higher, but as processes become more efficient and are scaled up then overtime the price starts to come down.
What’s the usage expectancy for bamboo-based fabric versus classic fabric from a high street brand?
Bamboo is a material that has been used for centuries. It is not only good for pandas but when made into fabric it becomes as soft as silk. Its main advantage lies in the fact that it’s antibacterial, highly sweat-absorbent and hypoallergenic. It also has insulating qualities, meaning it can keep your warm during winter and cool during summer.
How much water are you using to produce one T-shirt from sustainable fabric, and how it can be compared to classic, high street brand T-shirt?
Considering it takes 2,700 liters to make your average cotton t-shirt from scratch, we use 30% recycled cotton so that saves roughly 890 litres of water per garment. The rest is organic cotton which does require water but is grown without using harmful chemical pesticides or fertilisers.
The fashion industry relies on water throughout the production process for textiles and garments. It takes on average 10,000 litres of water to cultivate just one kilogram of raw cotton – do you think that we all should demand legislation to force companies to be transparent about the usage of water, chemicals in the process of fabric production, to make us think more before buying another high street piece of clothing which will last less than 6 months?
Sure, it will force companies to be transparent about how their products are made and aid in consumer decision making. I think more could be done like lowering taxes on items that meet certain environmental standards such as being made of sustainable materials. That will make them more competitive and the market will naturally shift that way.
I and many people around the world love your products, especially the office supplies, but do you think that we need to go step further and start educating people about sustainability from toddler/child stage? Are you planning to enter the “parenting” market?
Thanks! And funny you should ask, we’re actually working on a children’s book as part of our work for A Good Foundation. It’s in partnership with Publishing Studies at Stockholm University and the aim is to teach kids and their parents about the benefits of circularity.
Many parents want to be more eco-aware – is it possible to create environmentally friendly, circular product lines for babies and toddlers which would also be affordable for most of the people and save our planet (let’s be honest, having a child is the worst thing we can do to nature)?
It’s certainly possible to make environmentally friendly baby and child products. As for the affordability, that goes back to what I was saying earlier about the cost of products decreasing over time. We’re closing in on the tipping point. Hopefully soon eco-friendly, circular products will be the norm, not the exception.
How to convince parents – first role models of future generations to influence them, to live closer to circular philosophy and focus on mindful buying instead of compulsion buying?
Parents want what’s best for their kids at the end of the day. The young people of today and their children are going to be the generations that have to deal with the major fallout from climate change and environmental destruction. It’s a case of children influencing their parents. Look at the impact of the Fridays for Future protests—from the mouths of babes as they say.
How has Covid19 affected you guys at the A Good Company and what are your plans for the future?
We started to feel the effects of COVID-19 as early as January when some of our partners in Wuhan were forced to shut down. As a globally distributed team, the focus has been on adapting operations whilst ensuring team members are safe.
We recently put online a new fulfilment centre in New Jersey to better serve our customers in the US. This isn’t an easy process the best of times but made even trickier during a global pandemic and adhering to social distancing rules. It’s been a tough few months and we’ll continue to monitor the situation closely.
As for the future, the plan is to continue on our mission, develop new products and continue our work with A Good Foundation. We really appreciate the feedback we get from our community and people like yourselves who help keep us motivated and contribute ideas. Thanks guys!
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