Innovation

Roots South has proven itself to be groundbreaking in its field by basing its entire production on creating garments with the highest possible quality that are durable, resistant to wear and elegant down to the last detail. They achieve this vision through their use of 100% organic cotton which proves to have many qualities and benefits regarding sustainability alongside biodegradable packaging and a responsible manufacturing process.

Roots South has a clear focal point on responsible consumption and production as can be clearly demonstrated through their sustainable and ecological practices. As mentioned previously, the entrepreneurship uses organic cotton and has a GOTS (Global Organic Textile Standard) certification. This guarantees compliance with international regulations aimed at environmentally friendly textile processing with corporate social responsibility alongside strict guidelines for the entire value chain. In fact, the use of organic cotton causes significantly less water pollution as it does not use pesticides, insecticides and herbicides which frequently run off into community water sources where they can stay in the water for years. Because of this, Roots South contributes to the clean water and sanitation SDG. Additionally, they’re interested in the use of fibers from organic farming as well as the exclusion of harmful and toxic substances in the soil. Their clothing also completely forgoes the use of plastic of any kind as they use metal detailings in the hoodies as biodegradable parcels for shipping. Furthermore, Roots South is strict on the provision of ethical wages and legal labor so that their garments are supportable in their entirety.

Also notable is their contributions to the Fundación Reforestemos, a NGO dedicated to restore forest areas degraded by wildfire in Chile, as well as areas of high ecological value. For every sale Roots Souths makes, they donate 1% of the revenue towards this foundation, thus counteracting the little emissions they might release through their shipping or other processes of external hirings. This incentive supports their involvement in the life on land SDG as afforestation provides a home for displaced wildlife while simultaneously rebuilding ecosystems that have suffered due to climate change, deforestation and other human activities, consequently, preserving life on land.

A Roots South hoodie made from 100% organic cotton and metal accessories. The garment is made in representation of the Motu islands in the Archipelago de Pascua and the marine species found in these islets..

Inspiration

The entire inspiration for the concept of Roots South arose when three close friends were having a casual conversation in which a trivial matter came up: “Why do people use clothing with flowers, animals and other nature-related designs when precisely those garments are killing these creatures?”. From then on, the trio decided to create a business dedicated to stylish and high-quality clothing with a sustainable production process that simultaneously protects the environment and gives back to nature. The concept of Roots South is that each piece is not only limited to its collection but each one has an inspiration behind it with a story that brings awareness of an ecological matter. As mentioned by Giancarlo Cassinelli, one of the founders, “we’re deeply inspired by the nature that surrounds us and we draw most of our inspiration from the natural landscapes of Chile. Everything we make has a unique story and the purpose of raising awareness to the general public because there is no planet B”

Moreover, the founders of Roots South carry a burden that most young adults and children nowadays have, and that is one of turning back or at least minimizing all the damage done to the environment from previous generations. Through Roots South, they are providing the planet with their own personal grain of salt and manage to find the convergence between earning a profit, being environmentally responsible and socially responsible, a concept also known as the triple bottom line.

Overall impact

It has been evident that Roots South is making a positive impact in the environment by incorporating 100% organic cotton in their production as well as many environmentally friendly techniques that are well established throughout the whole value chain. Therefore, to look more closely on the real impact this company makes, lets focus first on their main impact. Root South contributes 1% of the profit made for every single piece of cloth sold in the market. This money collected goes directly to an organization named “Reforestemos Chile” that works on the afforestation of native forests in Chile. Reforestemos Chile has already planted more than 1,000,000 native trees in 11 regions of their country. It is interesting to highlight that for every tree planted this company is contributing in absorbing around 10-30 kg of the CO2 every year.

Furthermore, in the short term Roots South is providing many benefits in the production processes. Firstly, using organic cotton is better because its production uses 91% less water compared to conventional cotton. Not only that, but also the production applications reduce water contamination by 26%. Referring to greenhouse emissions, adopting these techniques and using organic cotton reduce carbon emission by 46% contributing to a wider scope in reducing the carbon footprint. Also, the process even uses 62% less of electricity to fulfill the final product. All of this is not only beneficial for the environment but also for the employees hired for the production process as they do not use pesticides and they are less exposed to many other chemicals, making the production process safer in terms of their health.

Business benefit

Thanks to this way of production, the company was able to get the GOTS (global organic textile certification) which guarantees compliance with international regulations aimed at environmentally friendly textile processing with corporate social responsibility, but most importantly gives the client quality and sustainability guarantees on their manufacturing processes.

Referring to the product itself, the material used is free of toxic residues, the garment is softer and more breathable. It is hypoallergenic, suitable for sensitive skin and ideal for babies and people with atopic skin, which makes the number of potential customers grow, as people with these skin conditions are more likely to buy clothes that are more suitable for them, which could be reflected as more sales. Organic cotton fabric is stronger and more durable as it is not treated with harsh chemicals. Producing a high quality product like this, makes it more likely for customers to be satisfied with the product and generate brand loyalty, which also could be reflected as benefit for the business.

In addition, the company's way of production and activities that principally benefit the environment also benefit the business, as these make the image of the organization improve. For instance, by using cotton it causes significantly less water pollution as it does not use pesticides, which if they were used would pollute and contaminate more water. Furthermore, as was already mentioned, they donate a percentage of their profit to a NGO dedicated to afforestation. This way of production draws attention in a positive way to their target market, environmentally conscious people, which by being aware of the innovation will be more likely to buy, thus benefiting the company.

Social and environmental benefit

Since its creation, it has had in mind to generate benefits for both society and the environment, these being one of its priority objectives. In the following we will develop in which specific areas its impact is focused.

They show how they care for the environment through the use in the production process of organic cotton. Adding to this they do not use nylon, polyester or any harmful textiles in the manufacture of its clothing.

To further generate an impact on society Roots South has decided, firstly, to provide a course on the native languages of Easter Island, focusing on establishing connections with the Island and its native culture. Secondly, it has started a collaborative effort together with an association to promote skiing amongst unfavoured individuals with low income. Thirdly, it has deployed a program to sponsor young talents in order to potentiate their initiatives.

Regarding the environmental benefits, the company is highly committed with making changes to improve the actual situation, as it can be seen by their way of production and collaboration with the “Reforestemos” foundation, as it was already mentioned. Additionally, Reforestation has several benefits for the environment, as we already know that trees release oxygen through the process of photosynthesis in which they absorb carbon dioxide found in the atmosphere. Thus, the main benefit of reforestation is the production of oxygen necessary for the living beings that inhabit the planet. The large extensions of trees, in addition to producing oxygen, have the ability to capture the different polluting particles that are harmful to our health that are found in the atmosphere, such as dust, smoke or ashes. A reforested land helps preserve water since the trees retain it, preventing erosion and subsequent sedimentation of the rivers. In the same way, the underground water reserves that are generated from the rain when there is vegetation help to avoid floods and droughts. Water and vegetation are the main protagonists that allow the development of life, so protecting them is a guarantee of our survival.

In regards to the production process, the benefits for the society and the environment are the following. It is not only good for the health of the consumer, but also for that of the producer, from the farmer to the person who makes it, due to the inhalation of highly toxic products. Conventional cotton farming accounts for 3% of the world crop. It does, however, use 10% of the pesticides and 25% of the insecticides in the world. In addition, Compared to the large cotton estates, the cultivation of organic cotton favors small farmers, promoting a more sustainable economy. Finally, It benefits the environment, respecting natural resources, reducing soil, air and water pollution. It uses techniques such as crop rotation and organic fertilizers, such as rock flour or humus.

Interview

Giancarlo Cassinelli, Co-Founder and current CEO