BEST OF 2021
Well, another year done and dusted! It's been one hell of a wild ride but we still managed to hit some huge milestones with a huge thanks to you guys for all of your support. To celebrate the year that was, we've put together our highlights reel, and we're going to reminisce on the good times only.
SUSTAINABILITY
Season 1, 2021 was our first collection that contained 100% sustainable fibres, and that was just the beginning. We made a promise to you, our people, to evolve and continually discover the most sustainable fabric alternatives mother earth can offer us all while being transparent in the process. To keep that promise to you, we’re going to give you a wrap up of our sustainability highlights thus far.
SLEEPY HOLLOW FARM
This year, we made a life-long commitment to the hemp industry and truly solidified ourselves as true hemp ambassadors by purchasing 100 acres of farmland to explore the super plant behind our threads. Doubling as a collaborative creative space, we will form a community of like-minded people and educate them about the land and how we can work in harmony with the environment.
PLANTING OF THE FIRST CROP
Our goal for Sleepy Hollow is to build our own hemp processing facility for research and development and bring the process back to our soil by cultivating the fibres to use in future collections. We are stoked to announce that we have planted our very first hemp crop and we are on track to achieve our goal of seeing our products through from seed to skin.
GRS & RCS CERTIFICATIONS
This year we ticked another certification off the list, and we’re proud to have obtained both Global Recycled Standard (GRS) and Recycled Claim Standard (RCS) certifications for all of our recycled fabrics. The objectives of these certifications are to verify recycled material in products, reduce harmful impact of production on people and the planet, provide assurance that products are processed more sustainably, and encourage higher content of recycled material in products.
GREEN FRIDAY GIVE BACK X REFOREST NOW
This year for our green Friday give back, we partnered with Reforest Now, a not-for-profit organisation in Northern NSW, on a mission to see large-scale reforestation and regeneration of Australian rainforest ecosystems. Every order placed during our green Friday sale contributed to our goal of planting 1000 trees and regenerating 60,000 square metres of forestland.
COLLECTIONS/CAMPAIGNS
SYSTEM CHANGE
We started 2021 with a bang and disrupted the system with our first collection ever made from 100% sustainable fibres. We’d had this goal in the pipeline for quite some time and it had been a long time coming but we made it, and we haven’t looked back since
HIGHER SUPPLY
It was time to raise the stakes with our most premium collection to date. Taking inspiration from the environment, streetwear and surf culture - this collection was a hybrid of everything we love without forgetting who we were.
IT WAS ALL A DREAM
Deep in the hills, we found ourselves lost in an endless hemp field - a warped parallel reality. As we drifted further into this illusive haven, we could see the two worlds colliding – the dream of owning our very own hemp farm was on the cusp of reality.
WHY MARS? SAVE EARTH
We begged the question: Why Mars? Why do we want to create life on Mars when we can save Earth first. This season, was all about bringing our dream of hemp fields to life and preserving the natural landscape the only way we know how.
growing, growing, GONE
We were on a mission to save Earth - to preserve the beauty of the natural world and watch it grow. Our team was in the lab working on building a better world, and we needed your help before it was growing, growing, GONE.
HOTLINE
From the lab to the farm – we were busy building a better world. It was all a dream, but it's been growing, growing, and now, it's here: our very own hemp farm and our most responsible collection to date. Call the hotline and escape reality with us.
EVENTS
QV MELBOURNE STORE OPENING
At the beginning of December, we hit the grounds of QV Melbourne with the launch of our newest concept store and we celebrated the only way we know how, by throwing an epic launch party. We opened the doors to all of our Melbourne friends for a night filled with retail therapy, good food and, beverages by the plenty, of course. The vibes were high, and the drinks flowed thanks to our mates at Stone & Wood, Round Theory and San Pellegrino and the legends at Life Without Andy captured all the action on film.
SILLY SEASON X THE NORTHERN X STONE & WOOD
This year has been a wild one, so we thought what better way to bring in the silly season than by throwing a party with our mates from The Northern and Stone & Wood. We put together a stacked lineup of local artists to ring in the festivities with an exclusive appearance by the legends from Ocean Alley surprising everyone under the alias of Yella Canoe. We had tunes by Seaside, Baby, Dangerous Dan plus giveaways, pop up bars, happy hour, santa photos and more. To get everyone in the spirit, we encouraged patrons to dust off their best Christmas costume and get silly with us – with a prize for best dressed!
SO, WHAT’S INSTORE FOR THE FUTURE?
LOW IMPACT DENIM WASHING
We have been working closely with Jeanologia® and our factories to develop a low-impact denim washing method for our entire denim program. This new technology will help us achieve a unique range of washes and distressed styles while saving water, energy and eliminating toxic chemicals. Our new denim ranges dropping in 2022 will be better for both the people and the planet.
CARBON NEUTRAL BY 2022
As a progressive company we are always looking for ways to do things better for the people and the planet. A huge goal that's been in the pipeline for quite some time now is to be a carbon neutral company, and 2022 is the year we are going to make that happen. This year, we began our Carbon Neutrality Certification process with calculations for a 2022 certification compliance. Follow us along this journey with more updates to come in the new year.
