PHILOSOPHY
The amount of clothes produced and sold is ever increasing, but the number of times each garment is used before being thrown away is decreasing. It is estimated that as much as 50% of fast fashion clothes are thrown away within a year of purchase.
The simple fact is that the consumption of garments must be reduced. Buying fewer clothes and keeping them longer are the most important steps you can take to reduce the ecological footprint of your wardrobe. For this to be possible, the clothes must be durable, versatile- and something you want to wear! This is how we work at JOHNNYLOVE to achieve this:
DESIGNED TO BE LOVED
There is no denying that esthetics enrich our live! We strongly believe in making clothes you will want to wear. If you love your clothes, you will wear them and care for them. A JOHNNYLOVE garment should have a flattering fit, a good feel and something interesting about it. We strive to make design that is timeless -yet stands out.
FUNCTIONAL FASHION
Design is not purely beauty; it is also about functionality and versatility. Clothes should allow you to live your life- whether it rains or snows, whether you are working in the office or the garden- or attending a concert. The fashion industry likes to tell you need a range of different clothes for different occasions. We believe in making clothes that works for a range of settings, both in terms of style and function.
OBSESSING ABOUT QUALITY
Evidently, for the clothes to last, they must be of good quality. This is true both for the components that make up the garment (the textile/yarn and trims) and the way they are assembled; the stitching, dying and knitting. We have developed long-lasting relationships with a selection of textile suppliers, mills and producers to ensure the quality of the end-product. New designs and solutions are thoroughly tested and reviewed at our design office, and we have near daily communication with our producers and quality checkers.
PUTTING MATERIALS TO THEIR RIGHT USE
At JOHNNYLOVE, we value the art of using the right material in the right piece. Take polyester, for example. We use recycled polyester for a share of our outerwear- because polyester fabric is long-lasting and its color will not fade. Your jacket will stay sharp for years to come, which makes you less inclined to buy a new one! The polyester fabric used for our outerwear is made of very smooth filament thread, thus it does not shed microplastic, which rightly is a concern with polyester in general. On the other hand, we will never-ever make a polyester fleece garment, recycled or not! The shredded surface of fleece (which is made to make it warmer and softer) means it sheds a lot of microplastic, particularly when washed. The older the fleece, the more microplastic it sheds. Polyester fleece is made to mimic wool but lack most of the wool’s magical qualities. For In other words- polyester can be a good choice for some products, and bad for others, both in terms of functionality, durability and the environmental effect. This is our know-how after many years, and something that sets us apart from many other brands.
