WHAT'S THE STORY
T h e Wow Fac to r
EASYBIO
SUSTAINABILITY FOR EVERYONE EasyBio, a new label from northern Italy, specialises in sustainable basics. No prints, no logos, just understated collections that are comfortable to wear, demonstrate green and social commitment, and are all available at a democratic price. The aim is to finally make sustainability possible for everyone. Text: Janaina Engelmann-Brothánek. Photo: EasyBio
EasyBio was launched early 2020 with the crucial mission of introducing sustainable products to the market at a democratic price. “It’s time to ensure everyone can afford an eco-shirt,” argues Alessandra Guerra, Sales & Digital Manager at EasyBio. To this end, the label focuses on a concise selection of simple products for men and women: underwear, t-shirts, trousers, hoodies, and jumpers, all made of GOTS®-certified cotton in many colours. All products are manufactured in Bangladesh. “Some might question the choice of Bangladesh, but EasyBio made this decision quite deliberately to make a point. We want to contribute to breaking down the prejudices against production in emerging countries and prove that it is possible to manufacture there fairly and correctly too.” EasyBio can rely on the structures of its partner company, which is known for employing its workers on a long-term basis and paying them adequate living wages. “This approach to production in Bangladesh is a key contributor to local development.” SUSTAINABILITY IN EVERY STEP
The manufacturing process is not only guided by fair working conditions, but also by commitment to sustainability in every single step. Even the cotton seeds are 100 percent organic and not genetically modified. No pesticides, chemical fertilisers, or insecticides are used. It goes without saying that EasyBio also consumes water and electricity in an eco-friendly way. The raw materials are all of natural origin; where synthetics are necessary due to fit considerations, EasyBio turns to regenerated materials. Even the packaging consists of recycled paper only. EasyBio demonstrates its environmental credentials with a number of certificates: GOTS®, FSC®, OEKO-TEX® Standard 100, WRAP®, and GRS®. Thus positioned, EasyBio intends to take on the DACH market as of this season. The brand is represented by Patrick Coppolecchia-Reinartz’s fashion agency D-Tails.
“EasyBio is our way of supporting the green revolution – which needs to happen regardless of gender, age, and social class – by offering an excellent price/performance ratio,” says Alessandra Guerra. Sounds easy, doesn’t it?
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