From Seed to Bum: Why We Took dea to India
One of our primary reasons for moving to India was to achieve full "seed to bum" traceability of our fabrics, dyes, and every input used in our products. By having all aspects of production, from the cultivation of cotton to the dyeing of fabrics, within close proximity, we can monitor every stage of the process. This ensures that all materials are sourced, processed, and manufactured according to our strict ethical and sustainable standards.
2. Lower Carbon Footprint
By sourcing all raw materials within a small geographic area in India and only shipping finished products, we significantly reduce our carbon footprint. This approach minimises the environmental impact associated with transporting raw materials over long distances and aligns with our commitment to do better.
3. Cost-Effective Labour and Resources
Another reason for our move is the economic efficiency of labour and resources in India. While the cost of living in India is lower than in New Zealand, the wages we pay go further in supporting the livelihoods of the workers involved. Unfortunately, this also reflects the reality that maintaining an economically viable business while manufacturing in New Zealand is incredibly challenging. We are competing with a consumer culture that often values quantity and disposability over quality and mindful consumption. By manufacturing in India, we can uphold our ethical standards and offer high-quality products at prices that are accessible to our customers.
4. Scalability of Supply
India’s well-established infrastructure and deep knowledge in textile production make it far easier to scale our supply. The existing networks and expertise in the region allow us to meet growing demand without compromising on quality or sustainability. This scalability is crucial as we continue to expand our offerings while staying true to our vision.
5. Education and Awareness
By working directly in India, we have the opportunity to bring knowledge, awareness, and education to the industry from the inside. We collaborate closely with factory owners and dye houses, celebrating the expertise and incredible people already making a difference in the industry. Together, we introduce more eco-responsible methods of production, demonstrating what’s possible in creating ethical, economically accessible and holistic clothing. This approach not only enhances the eco-responsibility of our products but also creates a positive ripple effect throughout the entire industry
6. Health and Wellbeing for All
At dea, we believe in looking after the health and wellbeing of everyone involved in our production process—from the farmers who grow the cotton to the sewing machinists who create the garments, and ultimately to you, the wearer. By ensuring that every step of the process is ethical and safe, we protect and enhance the lives of the people who contribute to our clothing and those who wear it.
7. Access to Traditional Craftsmanship
India has a rich heritage of textile craftsmanship and resources that spans centuries. By partnering with skilled artisans, we can produce high-quality, unique garments that honour traditional techniques. This not only helps preserve these important cultural practices but also ensures that each piece of clothing we create is crafted with care and expertise.
