Recently, I had the pleasure of reviewing TWOTHIRDS, a Barcelona-based fashion brand that specializes in beachwear and swimwear. Founded all the way back in 2010 by surfers, my first impressions of TWOTHIRDS are nothing but amazed. The brand is distinguished by its outstanding quality, timeless designs, and steadfast dedication to sustainability. Although the brand may not be as widely recognized as some of its competitors, TWOTHIRDS is undoubtedly deserving of greater attention and admiration, hence the reason I am writing this article.
Rethinking Fashion Production
Fashion’s dirty little secret is its massive overproduction problem. Traditional brands churn out collections in bulk, hoping to sell as much as possible. This often leads to 10-30% of clothing going unsold, destined for landfills. This practice, known as overproduction, has devastating environmental consequences.
TWOTHIRDS, however, has taken a radically different approach. Their PRE-ORDER system flips the script by producing only what customers actually want. This strategy significantly reduces waste, a bold move in an industry where excess is the norm.
How PRE-ORDER Works
Every TWOTHIRDS collection is put on PRE-ORDER, allowing customers to choose the styles they want before they are made. This ensures that production is demand-driven, minimizing waste from the fabric ordered to the garments produced. The benefits of this approach are passed on to customers in the form of a 20% discount on pre-ordered items.
But the advantages go beyond cost savings. Pre-ordered clothing is crafted over a longer period, promoting a slower, more sustainable fashion cycle. This method resonates with TWOTHIRDS’ community of ocean lovers and sustainability advocates, who support the brand’s mission to create alternative fashion.
B Corp Certification: A Badge of Honor
TWOTHIRDS’ commitment to sustainability is further underscored by its B Corp certification. Achieving this prestigious status was no easy feat; it took a year and a half of rigorous internal assessments and continuous information exchange. The certification, granted by B Lab, evaluates companies based on governance, environment, community, workers, and customers.
In 2022, TWOTHIRDS scored an impressive 83.4, well above the median score of other businesses seeking certification. The company’s unique PRE-ORDER system was so innovative that B Lab didn’t have an existing model to measure its impact. This evolving standard is something TWOTHIRDS hopes to influence in the future.
Sustainable Materials: A Better Choice
TWOTHIRDS goes beyond just innovative production methods; they are also leaders in the use of eco-friendly materials. Traditional cotton production is a major environmental offender, consuming significant amounts of pesticides and insecticides, and causing extensive harm to ecosystems.
In contrast, TWOTHIRDS opts for materials like TENCEL™ lyocell, hemp, linen, and organic cotton. These alternatives require fewer resources and have less negative environmental impact, supporting healthier ecosystems and communities.
Quality and Longevity: The Key to Sustainable Fashion
Fast fashion has led to a surge in clothing production and a simultaneous decrease in the lifespan of garments. In countries like the UK and Germany, over a million tonnes of clothing are consumed annually. This phenomenon contributes to significant environmental and social issues.
TWOTHIRDS believes the solution lies not only in sustainable materials but also in creating garments that last. Their focus on timeless design and high-quality production ensures that their clothes are built to endure. By maintaining close relationships with European suppliers and emphasizing craftsmanship, TWOTHIRDS ensures superior quality and sustainability in every piece they produce.
Recycling and Reusing: Closing the Loop
The fashion industry’s waste problem extends to textiles, with one garbage truck of textiles being landfilled or incinerated every second. TWOTHIRDS addresses this issue by incorporating recycled fibres into their materials mix. This includes post-consumer waste, production leftovers, and even materials recovered from the environment, such as fishing nets.
TWOTHIRDS’ commitment to recycling is evident in their use of quality deadstock fabrics for limited edition collections, turning potential waste into cherished garments. Their approach highlights the importance of reducing resource use and embracing innovative technologies to create a more sustainable fashion industry.
Made in Europe: Fair and Transparent Production
TWOTHIRDS’ dedication to ethical production is reflected in their commitment to manufacturing in Europe. By producing their garments in Portugal, France, and Italy, they ensure high standards of quality, fair wages, and safe working conditions. This regional production approach not only enhances transparency but also reduces the carbon footprint associated with long-distance shipping.
Product Review
The TWOTHIRDS team kindly sent me a shirt called Cook in Oil Green to review. Priced at $227, it’s quite expensive but you pay for what you get in terms of quality, of which nothing is spared. Made from 100% organic cotton, the shirt is soft to the touch and comfortable. Would I pay $227 for this shirt? No (because I’m broke), but for those who are environmentally conscious, keen on good quality, and have disposable income to spare, this shirt and brand might be for you.
All images in this article are courtesy of TWOTHIRDS.
