Choosing The Green Way OF Doing Fashion – Interview With Mayra Navarrete, Founder Of Imarit

“Sustainability is a series of complex and dynamic interactions between multiple factors and actors”

These are words from Mayra Navarrete , CEO and founder of Imarit , a sustainable fashion brand in Denmark, with whom I recently had the pleasure to have a conversation.

Frequently companies claim to be totally sustainable even if probably only a small percentage of their business is actually being eco-friendly. By this practice called greenwashing, companies invest in green marketing communications, to be perceived as environmentally-friendly and socially engaged. But as Mayra said, being sustainable takes much more than that and it’s a combination of several aspects. And so does Imarit.

Sustainability is at the center of Imarit’s interest and it applies at every level of the business. Starting from the materials used (natural fibers from alpacas), to the production processes that seek to reduce the consumption of water, the use of chemicals, local transportation, and energy, to the final product which is long-lasting for the high-quality and the style of which you won’t get tired over time. Everything is designed to minimize waste and have the lowest impact on the environment.

They opted for a non-linear production, set in Peru. All products are handmade by Andean craftswomen from their homes and then collected in one place. The idea is to keep the autonomy of the work so as to create unique pieces. This way, Imarit also aims at empowering Peruvian craftsmanship, fighting poverty in those areas, and improving the infrastructures. That’s one of the core missions of this company.

Why a green company?

When I asked Mayra what was the reason for starting her sustainable business in slow fashion, she told me that being aware that the clothing industry is one of the most polluting industries, it was necessary to act.

It wasn’t an easy journey, but her passion and energy are striking. And the key, she states, is about searching for the optimal solution with the available resources and always keep looking for improvement.

Ultimately, fulfilling a dream of full circularity in clothing, where materials are kept in circulation and there is no textile waste, is about creating knitwear by fusing technology and artistry.

A long way ahead

The transition from fast fashion to sustainable fashion is still slow but constant. There is a lot of misinformation and large gaps to fill. Still, it is difficult to find consumers that are willing to change their consumption habits and buy sustainable. There’s constant pressure from fast fashion companies to consumers for buying a large amount of cheaper garments and probably ending up throwing away the majority of them in the short term.

Mayra gave me a brilliant sentence “The question is not why it is more expensive to buy sustainable fashion but why it is so cheap to buy fast fashion”.

It is often difficult for consumers to realize all the work and effort that is behind an eco-friendly product and the meaning it has to buy it, in place of the common one.

Consumers must recognize their power to make a difference along with the brands.

Change occurs from each one of us.

Mayra Navarrete was included in the Fairforce List of Scandinavian Leaders in the Sustainable Clothing Industry.