Innovation

Although many fashion companies now use “ecological” materials, Arrels made a conscious decision to go in this direction right from conception. It was one of the first companies to make swimsuits from materials produced from recovered plastic bottles from the oceans. In the same spirit, materials used for other products are chosen for their reduced impact on the environment.

From a UN SDGs point of view, it has an impact on several of the UN’s Sustainable Development Goals. Indirectly, it contributes to clean water and aligns with responsible consumption and production, having a direct impact on climate action. In today’s world, where news of plastic-filled oceans is widespread, the most immediate effect is that it supports life below water and reduces oceanic pollution.

Central to this initiative is the use of polyethylene terephthalate (PET), a common type of plastic found in consumer goods packaging. Recycling PET involves collecting, cleaning, and processing it into flakes, which are then transformed into fibers or new products. This recycling process helps reduce waste in landfills and cuts down on the production of virgin plastic, resulting in lower greenhouse gas emissions and energy conservation. By incorporating recycled PET, Arrels not only addresses waste reduction but also plays a part in promoting a circular economy that encourages sustainable practices. This contributes positively to environmental preservation, highlighting the company's commitment to reducing pollution and conserving natural resources.

Arrels’ dedication to such sustainable measures demonstrates a proactive approach that sets a standard for the industry, proving that fashion can harmonize with ecological responsibility.

Inspiration

When the founder decided to create Arrels, he had several ideas that were key to his project. The artistic aspect was the essence since all of the company’s designs come from either know or up and coming artists and illustrators from around the world. He had a clear goal of bringing art into fashion.

He also believes in the importance of positivity in the human mind which is why he decided that happy and joyful collections were important and that it should always be summer everywhere, obviously not in the climate sense but in the feeling of joy, sun, beach, music which are generally related to summer holidays.

Finally, he thought that the company needed to be making a positive impact in the world. The company is in process of getting its “B Corp” certification, but even without this formality, the company has contributed to environmental foundations such as surfrider from day 1. It is from this need to help the planet that the idea of using all of these materials came.

Overall impact

From a branding and marketing perspective, it has opened up new sales opportunities, increased brand visibility, and attracted a consumer base that values environmental responsibility.

Financially, the impact can be challenging, as these sustainable materials are typically more expensive than conventional ones, making it difficult to pass on the additional costs to consumers. However, the company believes that these expenses are offset by increased sales. Measuring this impact is complex, as customers often have multiple reasons for purchasing, with only a few motivated solely by the use of sustainable materials.

The reputational benefits are significant, and this will become even more evident once the company achieves its “B Corp” certification. Even without the formal certification, adopting these practices has already enhanced the brand's image.

While the environmental and social impacts are difficult to quantify precisely, they are undeniably present. Each effort to reduce pollution and promote sustainability contributes positively to the planet. The broader market's shift toward eco-friendly practices further confirms the value of such initiatives.

Business benefit

The benefit to the business is its potential use as a marketing differentiator. In a world where the consumers are more and more environmentally aware and pay attention to the products they consume from an environmental and social responsibility point of view, the use of these types of materials is an advantage. Having said this, it is not the core of the brand’s communication which is more in the design by artists and “summerizing the world” concepts.

A significant part of the revenues are generated through wholesale, this means that the brand sells to “stores around the world and these, in turn sell to the final consumer. There are many “stores” in several countries that are only buying products from brands that have some kind of environmental and social products, so it does help open doors and retain clients.

The same goes for internal issues, employees also want to work for responsible companies.

Social and environmental benefit

Since the company is very small, the impact it has on society and the environment is minimal. Having said this, every grain of sand counts. At the same time, the use of these materials has been trending and more and more brands are following, so the sum of this trend probably does have a very positive impact. The fact that there is another use for all of the plastic bottles recovered from the oceans certainly means that there is more proactivity in cleaning the oceans.

Interview

Guillermo Rosenberg, Board Member