The Fision is introducing T-shirts that may inform customers about its production journey in an effort to foster a more sustainable and circular apparel sector.
Through ‘conscious awareness and continuous truth sourcing’ and by using clothes as a tool for good, the transparent and traceable apparel company seeks to upend the apparel manufacturing sector.
“Our team is comprised of industry veterans and fueled by a desire to communicate the truth about the environmental and societal costs of the current industry,” Josh Gelder, CEO of The Fision, said.
The soon-to-be B Corp company is introducing a line of cotton T-shirts manufactured with 80 per cent Good Earth Cotton, the first and only regenerative farming technique that fosters biodiversity and soil health.
“Good Earth Cotton is not only innovative but also a climate-positive leader,” Gelder said. “Good Earth Cotton’s regenerative farming method allows the soil to sequester more carbon than the entire cotton growth life cycle emits, which is a natural fit for us.”
The remaining 20 percent is composed of recycled cotton that is derived from pre-consumer trash, scraps, and ginning process byproducts.
Every piece of clothing is knit, cut, and stitched in Los Angeles. Each T-shirt retails for $99 and is offered online in black, white, navy, and a limited edition “Wear Responsibly” rainbow graphic print. Brands, charities, and shops have the option to purchase wholesale quantities of the shirts and customise them.
The Fision uses POLLAST!C mailers and polybags from Better Packaging Co. for ocean-going plastic packaging. The start-up provides an app that follows each piece of clothing from the cradle to the consumer. At checkout, customers can select from a number of charitable causes to get 1 per cent of each purchase.
Blockchain technology is used by Fision to instantly verify goods as they go through the supply chain. Each garment’s raw fibre is immediately divided by an invisible divider using FibreTrace, and each step of the process is scanned and validated. A QR code that can be read by a smartphone app or scanned on clothing allows customers to follow the path of each purchase.
