I don’t know about you, but personally I find it hard to get my hands on sustainable fashion brands that don’t make me feel like I am dressed up as someone else. People who know me in real life are aware that I like clothing, in particular, pieces that are unique. I studied fashion journalism, this of course carries a lot of history with it and its meaning and impact on me as an independent woman will probably always be part of who I am. So far, I have been unable to find many eco-friendly brands that suit my personality and style, however, I still want to make a difference without sacrificing how I best express myself.
Usually I overcome the issue by wearing vintage items instead of fast fashion but now and then it would be nice to have a piece or two that is contemporary, in-keeping with my style and at the same time, ethical. I was very happy when Jo from MOR wares approached me a few weeks ago. She introduced me to her simple, sustainable yet lovely fashion brand. In the interview below she tells us more about it.
Please introduce yourself and tell us what you do
Hello, I’m Jo, and I’m the founder of MOR wares. I design and embroider inspirational slogans and motifs onto organic clothing.
When did you start MOR wares and why?
MOR wares officially went ‘live’ in June 2017, but the concept had been present in my mind for a long time before that. MOR wares started from one design in my mind which was the ‘born to be mild’ slogan, and it grew from there. I knew I wanted create a brand that not only makes beautiful embroidered clothing, but also with the aim to inspire my customers and help people discover a lifestyle better connected with the earth, and with their truth.
After a big move across the UK (from London to Cornwall), and some time of self-reflection, I knew I was ready to start the business and see where we could go together.
What does MOR wares stand for?
MOR wares is building a hub and resource for linking into manifesting for the modern age. We want to empower and educate people on how to create freedom, inner peace and abundance - in whatever form that may take.
We work to three principles:
To help people to become modern manifesters - inspiring action and positive life changes through ideas and dialogue on the blog
To empower freedom and joy - producing inspirational embroidered slogans and motifis on organic clothing
To give back - we only work with industry leading manufactures who adhere to the highest ethical and environmental standards. We also donate a portion of the profits from each sale to tree planting projects around the world. One product sold = one tree planted!
Tell us more about your products.
Each design is embroidered on organic t-shirts and jumpers. I spent my time sourcing clothing that I could be sure was ethical and as sustainable as possible, and without compromising on quality.
The t-shirts and jumpers are certified 100% GOTS® organic, and organic cotton is one of the most sustainable fibres for textile production, as it uses methods (and material) that has a low impact on the environment, especially compared to ‘fast fashion’ manufacturing. Equally as important is the protection of human rights and fair wages! Both of the manufacturers of my clothing uphold strict codes of conduct when it comes to protecting the farmers and makers of the clothing, to industry leading standards.
Each design that I embroider is inspired by the beauty of nature, and my slogans act as a daily reminder of every person's ability to empower themselves and each other, if we can look within and trust.
What drives your passion for sustainable fashion?
There is so much thought and care that goes into genuinely sustainable fashion. It’s a real inter-connection between people and the planet which I love, and I think that connection drives positive change which is felt throughout the whole of the supply chain. From the seed growers, all the way through to the end consumer. It links us all.
What are the challenges in running your own sustainable fashion brand?
Aside from the everyday challenges of running a business, it’s being constantly aware of how you can make the small changes in the materials you use, or way you work that leads to a big difference! I am by no means perfect and there is still so much for me to do, but the key thing is to be aware, and work towards making those changes in a cost effective way.
For example, I am now at the stage where I can review my packaging and think about how I can move towards using less plastic (hello sellotape alternative!?) whilst being able to keep my costs down, or at least low enough to absorb them!
What do you recommend to others who would like to lead a more sustainable life?
I think the easiest way is to look at the small changes that you can make first, and then work up from there. For example, thinking about the way you use energy in your home, can you wash clothes less often and at a lower temperature? Are there more natural cleaning products you can use? A bigger change perhaps…? We’ve recently changed energy suppliers and are now powered with 100% renewable energy. That was pretty quick and straightforward to do!
Where can people find you and your products?
All of my products and the blog can be found on www.morwares.com
Don’t forget to follow us on instagram @mor.wares for some inspirational goodies!
What’s next for MOR wares?
I am very soon to change from working full time, to part-time which means I can have some more time to develop and define the brand! What’s next…? Working on the blog and our three principles, refining our packaging and developing some new inspirational products! Watch this space x
How would you describe your perfect heiter (cheerful) moment?
A Friday night with popcorn, red wine and an epic courtroom drama.
Interview: Katharina Geissler-Evans, heiter magazine
Photos: Benjamin Geissler-Evans, heiter magazine