A main driver of carbon emissions of the fashion industry is its waste management (or lack thereof). 92 million tonnes of textile waste is produced each year globally. Imagine a garbage truck full of clothes unloading on a landfill site every second. Per a CNA study interviewing 1000 Singaporeans, the average person purchases 34 new apparel items each year, and disposes of 27. And this was in 2016. Why are we throwing away so much? It's not just the individuals either: brands have a bad case of overproduction, buffers layered to mitigate any stock-outs that could harm sales forecasts. But this also means manufactuers are overproducing fabrics, creating leftover bolts and obsolete inventory that they need to timely remove to make space for new production batches. This is where "deadstock fabric" comes from - which begs the question - if we create a means for businsses to dispose of their overproduction habits, are we really fighting the illness? Not to mention, the obsolete inventory that doesn't end up in landfills is mostly incinerated, in order to protect brand reputation, so literally adding fuel to the flame.

Step 3: limit production runs to low and manageable quantities (~30 pieces per style/color). I'll admit, this early in our brand existance, it is also a responsible business choice for us. Rock Daisy also releases apparel as EDITIONS rather than COLLECTIONS, meaning all pieces will be made available all year round for years to come. We are seasonless and building a continuous closet of classics. We call these Our Magnets, pieces that you'll pull to over and over again. Mixing and matching, decreasing cost per wear, and reducing our waste. Further, all fabric off-cuts from our production runs are collected and returned to us so that we can frankenstein scraps for patchwork and upcycling projects.