Designing clothes is a very big task, but we never come to realize the amount of non-biodegradable waste it creates that affects the environment. Ms Suniti Keller and her company Elephant Cross takes care of it.
Elephant Cross manufactures scarves that are not just beautiful but also environment-friendly and completely biodegradable. Let us get in deep in what Ms Suniti has to say about the sustainable fashion industry.
- Tell us more about your company Elephant Cross?
Elephant Cross is a Swiss sustainable fashion label. We specialize in creating premium scarves with timeless oriental designs and colours, made from 100% natural fibres. Sustainability is at the heart of everything we do. Therefore, at every step of our production and supply chain, we are minimising the impact on the environment and creating fair working conditions for the people who work with us.
- How did you get your idea or concept for this unique business?
The seed of the Elephant Cross sprouted at our wedding in India. During the ceremony, we gave beautiful Indian scarves as a present to our guests. People loved it, and from there the idea began to grow. We wanted to bring a piece of the Indian tradition of weaving cashmere and wool to the cold Swiss winters.
- Why did you choose to start this (specific) business?
In the north of India, we found weavers who mastered that craft of weaving cashmere over many generations. Sadly, a lot of them had changed their production to artificial fibres due to cost pressure. The Indian tradition of cashmere was actually dying at the hands of the fast fashion industry that was pressing the price. Therefore, we decided to help the weavers of cashmere and fine wool through our little efforts by starting a sustainable fashion company.
- After all this success, what do you struggle with now?
We still struggle to compete with fast fashion companies that sell products at throwaway prices, often made with materials that do not biodegrade and hardly follow ethical work practices, like fair working conditions for people. It is really difficult to compete with them on price point. If a company decides to use natural fibres and pay fair salaries to the people producing for them, they cannot make a scarf for 10 dollars and be profitable themselves.
- How important is sustainability in the 21st century?
It is the most crucial issue for mankind today and it is our joint responsibility as human beings to protect the only home we have in the universe.
- How do you ensure sustainability at Elephant Cross?
As a company, we have aligned our mission to the Sustainable Development Goals (SDGs) from United Nations, and deliver on the following 12 sustainability promises:
- 100% biodegradable fabrics
Current situation: Almost 350,000 tons of fashion waste is put in oceans every year. The majority of this is non-biodegradable.
Our approach: We only work with 100% biodegradable natural fibres, that decompose without harming the planet.
Contributing to UN Sustainable development goal 12: Ensure sustainable consumption and production pattern.
2. No child labour
Current situation: 10.1 million children from the age of 5 to 14 are working in India.
Our approach: That’s why we refrain from any form of child labour & control this strictly.
Contributing to UN Sustainable development goal 8: Promote inclusive and sustainable economic growth, employment and decent work for all
3. Equal employment opportunities for men & women
Current situation: In India, the labour force participation rate for women is one of the lowest in the world.
Our approach: That’s why at least 50% of our artisans are women earning the same salaries as men.
Contributing to UN sustainable development goal 5: Achieve gender equality and empower all women and girls
4. Safe working environment
Current situation: Approx. 48,000 workers die in India every year due to occupational accidents.
Our approach: That’s why we ensure workplace safety at every step of the production process.
Contributing to UN sustainable development goal 8: Promote inclusive and sustainable economic growth, employment and decent work for all
5. 100% eco-friendly colours
Current situation: Toxic dyes used by the fashion industry produce 20% of global wastewater.
Our approach: That’s why we only use eco-friendly colours and dyes with digital printing methods to avoid impact.
Contribution to UN sustainable development goal 12: Ensure sustainable consumption and production patterns
6. 100% water treatment
Current situation: One of the major environmental impacts of fashion production is water pollution.
Our approach: That’s why we treat 100% of the water we use before releasing it back into the environment.
Contribution to UN sustainable development goal 12: Ensure sustainable consumption and production patterns.
7. 100% biodegradable packaging
Current situation: During 2015, 141 million metric tons of plastic packaging was produced, of which 86% went unrecycled.
Our approach: That’s why, we offer 100% biodegradable packaging, which can also be used as gift wrap or 100% recycled & recirculated packaging from repacking.
Contributes to UN sustainable development goal 12: Ensure sustainable consumption and production patterns
8. ZERO Plastics
Current situation: It is estimated that 1.15 to 2.41 million tonnes of plastic are entering the oceans each year.
Our approach: That’s why, all our products & product elements are completely plastic-free, making us a zero plastic company.
Contributes to UN sustainable development goal 12: Ensure sustainable consumption and production patterns.
9. 100% transport emissions offset
Current situation: In April 2018, Global carbon dioxide emissions set a new record, with the highest monthly average in recorded history.
Our approach: That’s why we offset all emissions generated during the transportation of our products.
Contributing to UN sustainable development goal 13: Take urgent action to combat climate change and its impacts
10. Protection of ancient art
Current situation: Due to conflict in the region of Jammu and Kashmir, the ancient art of cashmere weaving on handlooms is increasingly getting lost.
Our approach: To protect the art and the weaver community in the region, we support them with our handmade line called Charkha.
Contributing to UN sustainable development goal 8: Promote inclusive and sustainable economic growth, employment and decent work for all
11. Zero-emission weaving for handloom collection
Current situation: One of the major issues in textile production is the number of emissions generated during the production process.
Our approach: That’s why part of our collection is made on handlooms that generate little to no emissions during the production process.
Contributes to UN sustainable development goal 12: Ensure sustainable consumption and production patterns
12. Contributing 5% of sales for clean oceans
Current situation: Marine life is endangered by a constantly increasing amount of plastic and toxic waste in the ocean, and the fashion industry with its synthetic fibres is one of the biggest contributors to this pollution.
Our approach: To honour our commitment towards protecting oceans, we contribute 5% of sales towards clean ocean projects.
Contributes to UN sustainable development goal 14: Conserve and sustainably use the oceans, seas and marine resources.
- How do you plan to expand your business in the future?
We plan to expand our business in corporate gifting and uniform space and in B2B sales.
- Who is your role model and why?
We find inspiration in every person who is trying to live sustainably, be it someone who uses their own reusable coffee cups or be it someone who avoids taking a plane to reduce the Co2 emissions. To protect our home – the Earth is a joint responsibility of mankind. We can all learn from each other and improve our efforts together. One person we really look up to is Mahatma Gandhi, who said, “The earth, the air, the land and the water are not an inheritance from our forefathers but on loan from our children. So, we have to handover them at least as it was handed over to us”.
- If you had one piece of advice to someone who is just starting his or her business, what would it be?
Start small. There is a lot that one learns on the way. By starting small you can keep your learning cost low.
