TALA is a sustainable slow fashion brand, founded in 2019 by social media influencer and Oxford graduate Grace Beverley. Their main goal is to provide clothing which is sustainable and ethically manufactured at an affordable price. What started as an active wear brand has now expanded into loungewear, pyjamas and underwear. They are completely transparent about every aspect of the production process, from the factories, the fabrics, and the suppliers.
The fast fashion industry is having a detrimental impact on the environment, with the mass production of clothing and material waste. In the last 15 years, the production of clothing has doubled, with £140 million worth of clothing being sent to landfill every year in the UK alone. Textile production within the fashion industry is responsible for global emissions equivalent to 1.2 billion tonnes of CO2 every year (Hanson, 2019).
All of TALA’s clothing and packaging are made from recycled or reusable materials, including bamboo and plastic bottles, and even the tags can be planted in the ground. TALA utilises sustainability as its USP and has therefore managed to create a niche market for its products, being the only activewear brand taking responsibility for its business operations and trying to put an end to fast fashion.
One of TALA’s unique selling points is that all of their clothing tags are plantable. Each tag is filled with seasonal seeds, meaning customers will get a different plant with each tag they plant. This is just one example of the many innovative ideas TALA promote in order to encourage their customers to be more sustainable and take action to help save the planet.
TALA have a section on their website named #ITSCOOLTOBEKIND, in which the fashion brand discusses in more detail their ethos and what it means to be sustainable: “we have partnered with facilities across the globe to use the very best in sustainable technologies, processes and materials to bring you incredible sustainable styles that won’t break the planet or cost the earth.” (TALA, 2017).
Their core values are also displayed on their website for customers to read:
WE ARE SUSTAINABLE STYLE – we hold sustainability and ethical manufacturing at our core.
WE ARE ACCESSIBLE – sustainable style that doesn’t cost the earth.
WE ARE A CONSCIOUS COMMUNITY – we care about how our clothes are made and we know who makes them.
WE ARE INCLUSIVE – representing whatever makes you, YOU.
WE ARE TRANSPARENT – we hold ourselves accountable for every aspect of our supply chain and want to share every step with you.
WE ARE PAVING THE WAY – we partner with facilities across the globe to use the very best in sustainable processes and materials to bring you the best in sustainable style.
Most manufacturing methods use vast amounts of water, chemicals, energy, however TALA uses recycled materials to make their clothing and all their packaging is recyclable and made from recycled plastic. Not only do they prioritise slow fashion in terms of sustainable materials, but they also take pride in working with suppliers whose practices align with their core values.
The brand is completely transparent in how their products are made, posting videos on their website with an insight to their main factory in Portugal. They also have a dedicated part of their website disclosing all the manufactures they use, ranging from Turkey, China and Italy. Not only this, but they document the sustainable fabrics they use to create their products, with a brief description of where it comes from and how it is used ethically.
TALA generated a revenue of £5.2 million in less than a year of trading and its mission is to create “on-trend, affordable, high-performance activewear, that is 100% up-cycled and honest.” (Hill, 2020). They products are extremely popular and are almost always sold out. TALA have a review section on their website where customers can write and read reviews on products. One said “I’ve tried a lot of “trendy” gym wear and always end up having to send them back because they just aren’t good quality, so I was sceptical about getting these but they’re actually great. They are super soft but not see through at all. I’m 5’6 and the regular length is perfect, I hate material bunched around my ankle! Love the colour! Would buy from here again.” (Sarah, 2021).
Although TALA is a relatively new company, it is clear they are making a real impact on the fashion industry and helping to reduce the impact fast fashion has on the environment. They have managed to create a successful business that sells on trend products at an affordable price and made sustainably.