Adriano Goldschmied, a brand popular for its denim, has joined forces with an industry veteran and retailer Beau Lawrence, to launch what they have termed as “The Perfect T-Shirt.”
The type one t-shirt is a blend of hemp and Tencel and is being marketed on Kickstarter until the 5th go August.
They have utilised “Recycrom” dyes that were created using Officina +39 which is a sustainable dye using 100% recycled clothing. The color for the dye is extracted from the recycled clothes which are chopped up and converted into powder.
Lawerence stated that this idea arose from a phone call conversation that he had with Adriano during the pandemic. They both were going over various ideas and that’s how the concept for the type one tee came to life. There was an urge to give out a positive message at such difficult times and the time that was spent at home stimulated them to create a new business from scratch.
He further said that an average cotton t-shirt is a weak product. While living in a world where tee shirts are worn on a daily basis and washed ever so often became the foundation to understand that they break down over time. He also addressed the issues in context with a large amount of water, chemicals and pesticides used to grow cotton. He believes that garments that are not long-lasting, end up in landfills.
According to the Environmental Protection Agency, through a lot of effort is being put into recycling and discarding of clothes, this accounts for only 15 % of the fashion industry that makes its way into landfills. The supply chain has been carefully scrutinized and has sourced hemp from China, production in the US and importing dyes from Italy.