March 15 2021 – Lydia Lassila
SLOW FASHION - Hemp is here to stand the test of time and trends.
About a year ago, I launched ZONE in the beginning of a worldwide pandemic. There were so many unknowns, but what I did know was that I was acting on my passions. I love yoga. Whilst I still have so much to learn, it has helped me in so many ways and I know it will for the rest of my days.
I also have a deep love for nature. At my home in Lorne, I’m surrounded by nature’s beauty. I’m constantly inspired and I have become increasingly aware and determined to want to protect it. My love for yoga and sustainability led me to develop my cork yoga range and Australian essential oils – yoga essentials, that I use everyday to enhance my practice, my space and my mood all in an effort to help me find my ZONE whilst leaving as little impact on the environment as possible.
Life continues to evolve and so do I. Priorities change, values shift. I am not who I was five or ten years ago. I am different and I am continuously changing. Never in my wildest dreams did I imagine myself venturing into apparel, but here I am, right here, right now.
Like a lot of people, I have become increasingly frustrated with fast fashion and its impact on the environment. Why do we continue to use terrible, cheap fabrics when we know there are sustainable options available? I discovered hemp – my new hero. As I continued to learn about the properties of hemp and its numerous environmental benefits, I felt compelled to create a range of hemp apparel mainly to help raise awareness of the fact that there are high quality sustainable fabric solutions available to us. Hemp stood out as the most impressive to me and here’s why:
1. Not only are its seeds highly nutritious but hemp is so versatile and can be used to make ropes, bio-fuels, plastics, building materials, beauty products, paper, textiles and so much more.
2. The hemp plant itself absorbs four-times more CO2 than trees!
3. It takes as little as 90 days to cultivate and requires significantly less water than cotton.
4. Hemp supplies its own nutrients to the soil, which replenishes its fertility, and needs no toxic chemicals, pesticides or insecticides in order to grow.
5. Hemp's tensile strength is 8 times stronger than cotton.
6. It has natural antibacterial and anti-fungal properties and a great choice for people with allergies or sensitive skin.
7. Hemp fabric is highly breathable and also moisture wicking, absorbing up to 20% of its own weight while still feeling dry to the touch.
8. Hemp fabric is bio-degradable and compostable.
These qualities alone blew my mind which is why I, alongside a growing number of hemp supporters worldwide, are determined to not only revive the industrial hemp industry, but also ensure that it flourishes... forever.
When designing this range, I had some major ‘wants’:
SUSTAINABLE: I wanted to use premium fabric that contributes to sustainable fashion - fashion that stands the test of time and trends.
SIMPLE: I wanted the branding to be subtle and simple - you won’t find any daily mantras on Namaslay’s screaming from our clothes… just a quiet reminder to stay present, stay in the ZONE.
COMFORTABLE: I basically live in active streetwear from workouts to working from home, so I wanted to create a range that fits in with everything I do during the day. The great thing about hemp fabric is that it gets EVEN softer and more comfortable with each wash!
DURABLE: Hemp is strong, durable and UV resistant. The designs are classic and timeless so that people will love and wear their pieces for a very long time.
GENDER NEUTRAL: I also wanted a range that looks great on anyone. All of our designs and fits are gender neutral - so we'll leave it up to you to decide on what you like and what you feel comfortable in.
EASY ON THE EYE: Our first release colours are neutrals in Vintage Black and Sand - inspired by the beautiful waterfalls of the Victorian Otways and the sandy beaches of my home town in Lorne.
I'm really proud of this range and it has turned out exactly how I imagined! I've been road testing the garments throughout the process and the pieces are so comfy, I haven't wanted to wear anything else! #nojoke
Like all the products I create, this range is borne from a need - a need for a slower and more thoughtful kind of fashion. This range definitely comes from a good place in my heart. One that wants to help people find their ZONE and live better through environmentally conscious products for yoga, wellness and life.
For media & collaborations, please contact firstname.lastname@example.org