Sydney-based fashion label Shona Joy has transitioned four of its core fabrics to sustainable alternatives in 2023.
This included transitioning its suiting into a new recycled fabrication and substituting key day dressing fabrications into lower impact branded fibres such as Tencel, Lyocel, Lenzing Ecovero, and Good Earth Cotton.
The news comes ahead of the brand’s soon-to-be-released FY24 Impact Report.
According to Shona Joy, the shift in fabrication has not led to a rise in price points, with the brand selling predominately in the three-figure space. Dresses, for instance, range around $250-$500.
The business has also reportedly undertaken a number of projects to drive traceability, including the introduction of FibreTrace technology which is set to launch for the business in May 2024.
These recent changes, alongside work undertaken as part of its responsible business journey, resulted in 50 per cent of bulk production now using preferred fibre.
“The Shona Joy brand sits in attainable and contemporary luxury with designs that are approachable and inclusive,” COO Danielle Miller said.
“We’re proud to offer accessible price points across all categories, and for all occasions and are committed to maintaining this offering for our customers, while also taking steps to reduce our impact by transitioning conventional fabrics to responsible alternatives.”
Shona Joy has also partnered with RNTR recently to offer in-house repairs on existing garments, believed to be an Australian market first, and has shifted its packaging to bamboo mailers after previously sending all online orders in compostable satchels.
“As a business, we’re committed to making a positive impact to our community and environment,” Millar said. “We continue to design with the principals of less excess and timeless usage, constantly looking to challenge ourselves, seeking opportunities to improve our practices, methods and materials.”