Soul Economy

Heartweave design and manufacture surf to streetwear for women that is fairtrade and organic. The inspiration behind the company is Henrietta. Soul Economy spoke to this soulful entrepreneur recently about why she started the label and her long-term vision for Heartweave.

1. What inspired you to start Heartweave?
Wanting to make a difference in the way consumers perceive fashion as a whole. Heartweave allowed me to bring together my love of fashion, the arts, and design – with ethical production values. Having worked as an individual crafting my designs by hand I appreciate the labour involved. My intention is to help change public opinion where sweat shops and pesticide laden clothing is concerned – and that’s how Heartweave came into being.

2. What were you doing before this?
Working as a textile artist creating individual pieces of wearable art for specific customers, galleries, and boutiques. Market trader at Spitafields, London, around Australia, and California. Working in retail. Studying graphic design. Overseas travel.

3. What is your long-term vision for Heartweave?
Global recognition as a modern classic streetwear label that supports the fairtrade movement and the environment. I see Heartweave continuing with stylised graphics and its ‘no logo’ mentality. I’d like the collection to retail in regular fashion stores as well as eco shops and online. To offer consumers an alternative to non-ethical big label clothing.

4. Tell us a little about your product range. Do you intend to expand the range?
Heartweave is surf to streetwear for women. The designs include fitted or easy Tees with short sleeves. A sport Tee to wear on its own or for layering. Fitted tops with long sleeves. Yoga tops. And Hoodies with fully lined hoods. The collection is 100% organic cotton with non toxic dyed graphics. Heartweave’s accent is on excellent cut and stylised illustration rather than high fashion trends. Our range will expand with hemp and bamboo for upcoming designs.

5. It is wonderful that Heartweave designs and manufactures fair trade and organic clothing, how do you ensure that these garments “really” are ethically made?
Heartweave clothing is manufactured in Tamil Nadu, South India. The factory is FLO certified fairtrade and the cotton sourced from organic farmers who are SKAL certified. Aseo free dyes are used for the graphics. I personally set up camp in India for three months to oversee the production process from start to finish! The factory has high standards and provides a beautiful environment to work in — it is clean, large and airy with regular breaks for the employees. Wages are well above the standard rate. There is no child labour involved at any stage.

6. What have been your greatest challenges in setting up Heartweave?
In Australia – as a small business entrepreneur – my greatest challenge is pioneering a fair-trade organic clothing label in a market dominated by sweatshop produced clothing.

7. What have been your successes to date?
Creating a fashion label that is both environmentally sound and ethically produced.
Achieving a first collection that surpassed my expectation. Getting great feedback from buyers and customers.

8. Tell us a little about the communities that you support through your fairtrade, organic purchases.
The Sisters (nuns) who head up the factory operate a women project that integrates handicapped and/or disadvantaged women into the workforce. The Sisters run schools for the dumb, the blind, the deaf and the socially provoked all over India. They conduct rehabilitation programs for the lepers, support old age homes and orphanages all over the country, and their latest endeavour is the Cancer Institution that offers nursing courses. Groups of farmers are financially supported by the Sisters to grow organic cotton with the help of advance payment.

9. What advice would you give to others keen to start their own responsible businesses?
Go for it – but be prepared for the need to educate the public as to why your product is a ‘conscious consumer’ purchase – and that it is in everyone’s interest to insist on ethically produced goods as opposed to non-ethical.

Now we here at Soul Economy like to get to know our soulful entrepreneurs a little better, so on a more personal note we have some questions:

1. What is your favourite food?
A good yellow Dahl with roti. Organic mixed roast vegies.

2. Who would be your dream next door neighbour?
Chris Lilley. Because he makes me laugh and keeps me sane in a world gone mad.

3. Why do you think it is so important to purchase ethically?
To make planet Earth a better and healthier place for EVERYONE to live on. To have a clear conscience about what you buy – its effect on the environment – and on human relations.

4. What are you reading at the moment?
Tumble Turns — Shane Gould’s autobiography. Australian Yoga Life magazine.

5. Where is your favourite place in Australia?
Tough one – there’s a few! Blue Mountains, Byron Bay & hinterland area. Kings Canyon in NT. South west region of WA.

Heartweave Clothing
13 Pilgrim Street
Seddon Victoria 3011 Australia
T: +61 (03) 9689 2032
M: +61 (0) 415 639 776
E: sales@heartweaveclothing.com
W: www.heartweaveclothing.com

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