So, why did we pick the name “Trued Apparel”? We all know the word “true” — as in, the opposite of false — but “true” as a verb means to bring something into alignment with its environment, like “truing” a bicycle wheel so the bicycle moves seamlessly forward.
That’s what we aim for with Trued’s collection. These are garments that move seamlessly with you, that don’t hold you back from doing what you want to in life, at work or play; versatile pieces to dress up or down, with carefully-sourced eco-friendly fabrics draping you in comfort from top to toe.
In the same aesthetic realm as All Saints, Helmut Lang, French Connection, Noctex and Club Monaco, we appreciate a little edge; high necklines, jagged hems and lots (and lots!) of black. Our look is minimalist, elegant and a bit severe, friendly to sensibilities that are a little outside the mainstream. Like the sound of that? We thought so.
To top it all off, our line is made responsibly: towards all the workers involved in production, and towards the future of our planet. We believe that with the current evidence of climate change, it’s not ethical to produce goods destined for the landfill in the way that fast fashion does.
We’ll get into the details on fast fashion at a later date, but for now here are a few facts:
The fashion industry is one of the most polluting industries in the world, especially regarding water pollution
The burden of these pollutants is shouldered largely by women in developing countries
80% of garment makers are women between the ages of 18-35.* Women comprise up to an estimated 95% of the garment industry labor force in South and Southeast Asia.**
We find a particular irony in the idea that women’s fast fashion is causing hardship to women — in the same age bracket as many fast fashion consumers — in other parts of the world. We are committed to being part of a future where the fashion industry does better.
Thanks for reading.
- Melissa, Founder of Trued Apparel
* “The True Cost” (2015)
** “Living Wage” Labour Behind the Label.