At LAURIE, longevity is key. We aim to create wardrobe favourites, and once you've fallen in love with a particular t-shirt or pair of trousers, we don't want that love to fade. That's why every one of our materials is selected with the utmost care, just as we always scout for the most sustainable fabrics on the market.
There are four materials in particular that we love to work with because of their particular quality and comfort. And their environmental friendliness, not least. Find out more about all four below, on this page. Would you like to find out more about our attitude to even more materials? Then take a look at our materials guide here.
Today, almost 50% of the world's textile production comes from conventional cotton plantations, particularly in China, India, Pakistan, Brazil and the USA. Cotton, as we all know, is a beautiful and durable material that allows the skin to breathe easily. But let's not forget the human and environmental impact of this large-scale production.
In fact, as much as 25% of the world's total pesticide consumption comes from conventionally grown cotton. This poses a serious threat to the groundwater that supplies many of the world's poorest producing countries. It also puts rare natural habitats under pressure. Worldwide, less than 1% of cotton production is currently organic. To be classified as organic, cotton must meet the following requirements:
- No pesticides, insecticides or defoliants shall be used
- Fertilisers may not be used
- Genetic modification (GMO) must not be used
At LAURIE we use only cotton that is organically grown. It's not good enough that this kind of cotton represents less than 1% of the world's total cotton production. Although LAURIE is just a drop in the textile ocean, we take our responsibility for a greener future very seriously. We do it for the cotton farmers. We do it for nature and for all living things. And we do it for you.
The production of organic cotton began around 1990, but the history of cotton goes back much further. Scientists have found pieces of cotton bolls and cotton cloth in Mexican caves that are at least 7000 years old. It was Arab traders who introduced cotton clothing to Europe around 800 AD, and by 1500 AD cotton was known throughout the world. But the most groundbreaking invention came in 1720, when the cotton machine was invented in England.
When you buy cotton clothing from LAURIE, you can be sure it comes from organically grown cotton plantations that care for both people and the environment.
You probably know viscose, just as you probably know the comfortable feel against the skin that this material gives. It's soft, supple and breathable, plus it gives an incredibly beautiful and feminine drape. In other words, its popularity came about for a reason. But do you know LENZING™ ECOVERO™ Viscose? Some call it "the green viscose of the future" because the wood pulp for the material always comes from sustainable wood sources. LENZING™ ECOVERO™ are trademarks of Lenzing AG.
LENZING™ ECOVERO™ viscose are produced by Austrian company Lenzing, and they can be briefly described as viscose in the sustainable way. The fibers are made from renewable wood sources, which are converted into fibres by using up to 50% less emissions and water than conventionally viscose needs. LENZING™ ECOVERO™ viscose fibres from Lenzing are certified with the EU Eco-Label, which means that high environmental standards are met throughout the entire life cycle - from raw material extraction to production, distribution and disposal.
A special system makes it possible to identify the LENZING™ ECOVERO™ viscose fibres in the end product, even after long processes in textile production and transformation in the value chain. So when you buy clothes with LENZING™ ECOVERO™ branded viscose on the label, you can be 100% sure where the sustainable viscose comes from. At LAURIE, LENZING™ ECOVERO™ viscose accounts for 97.5% of our total viscose consumption, and our goal is to reach 100% by 2022. Trees are invaluable to our climate, and we are therefore aiming for a future where our viscose clothing is made exclusively from fibres from forests that are replanted.
When you buy clothes made from LENZING™ ECOVERO™ viscose at LAURIE, you contribute to a greener future while pampering your skin with the soft feel.
Do you know TENCEL™ branded Lyocell fibers? At LAURIE we love this relatively unknown fibers and you will find it in a wide range of our collections. That's partly because it's made from some of the most sustainable fibres currently available. And partly because the range of positive properties seems endless! TENCEL™ Lyocell feels smooth and shiny, cool, comfortable to the skin and strong. TENCEL™ is a trademark of Lenzing AG.
Plus, it can efficiently absorb moisture, so you won't get sweaty, and once you've fallen in love with a piece made of TENCEL™ Lyocell, you can have a long and happy relationship.
If you haven't heard of TENCEL™ Lyocell fibers, you may have heard of Lyocell? They are in fact identical materials, but the brand TENCEL™ may only be used for the Lyocell fibers manufactured by the Austrian company Lenzing, which is at the forefront of environmentally friendly production methods.
The eucalyptus tree is the main raw material mainly used to produce TENCEL™ Lyocell. The eucalyptus tree is a very fast-growing tree that does not require irrigation and at the same time gives a very high yield. This of course brings many environmental benefits and the tree can even be grown in areas where it is otherwise difficult to grow anything and where neither food nor cotton can grow.
TENCEL™ Lyocell are manufactured in a closed system and more than 99% of the solvents and water used can be recycled. The amount of waste from the process is very small and, in addition, at the end of the TENCEL™ Lyocell product life cycle, the fibres can be recycled and 99% of the fibre can be recycled and are biodegradable. If you haven't already made the acquaintance of TENCEL™ Lyocell fiber, we strongly encourage you to get in touch with this fascinating material. Both for your own sake and for the sake of the environment.
TENCEL™ Modal fibers are produced by the Austrian company Lenzing. Lenzing has been producing cellulose fibres for more than 75 years. Almost six decades later, we at LAURIE are very enthusiastic about their long-lasting softness. TENCEL™ is a trademark of Lenzing AG.
Plus, we love the softness and natural drape, how well it absorbs moisture - and not least how breathable it is. That's why you'll find it in many of our t-shirts in combination with organic cotton. This partnership provides, in our eyes, a prerequisite for a greener future.
Thanks to its long list of great properties, demand for TENCEL™ Modal has been steadily increasing since the 1990s. Over the past three decades, production has increased from 30,000 tonnes to 100,000 tonnes per year. TENCEL™ Modal has been called "the softest fiber in the world" - and while it is indeed silky soft, at LAURIE we believe that what feels the absolute softest against the skin is an individual matter.
Numerous Lenzing innovations have been integrated in the production of TENCEL™ Modal fibers, to make the process environmentally sound. Lenzing strives to safeguard resources for future generations by the use of renewable energy and by the recovery of process chemicals.
When you wear LAURIE t-shirts with TENCEL™ Modal, you're in soft and comfortable company, and we can almost guarantee you'll be a wardrobe favourite all the way. Add to that the good feeling that comes from taking the environment's well-being seriously.