The (committed) assessment of the year 2021
LAUNCH OF THE BEACHWEAR RANGE
We wanted to offer you pieces to complete your looks. You've been asking for it for a long time. So we went for it.
Our goal was to offer you beautiful, well-cut, comfortable basics that last over time. There is no question of selling a T-shirt that will lose its shape after 3 washes.
We also closely studied the choice and origin of materials: linen in priority for its environmental virtues and Oeko-Tex certified organic cotton.
You liked the products and it made us happy 😄
GO FURTHER and QUESTION OUR PRACTICES
So we tackled the subject of packaging, and while pulling the thread we questioned ourselves about clothing labels and then we said to ourselves that the little waterproof bags that you love so much, they had to be more respectful of the environment. environment too. In short, we thought we were going crazy but we are proud of ourselves.
From now on, your packages are shipped in recycled and recyclable cardboard packaging, made in Italy, the gift boxes are assembled by hand in Paris, we have reduced the use of paper in packages and all stationery is recycled and made in France, the totebags are made from organic cotton from the Vosges, the clothing labels are recycled and come from France.
We still have topics to cover because the little waterproof bags that come with your swimsuits still come from China. We tried everything without success to find a source of supply in France. We even considered not doing them anymore but we figured you were going to blame us.
Good news though: they are now 100% recycled, Oeko-Tex certified and transported by boat.
Well, we haven't been idle...
BE TRANSPARENT TOWARDS YOU
Human, Health Toxicity, Environment and Animals.
There are still things to improve but with a score of 73/100 on the environmental criterion, we have nothing to be ashamed of compared to other brands.
ENGAGE MORE
Being an actor of change is good, trying to move the lines is important too. We do it in our own way in a speech that always remains positive because awareness is better conveyed with a smile.
This year, we joined forces with the UMAI project, a lovely brand of
natural cosmetics and committed, to help them finance their documentary Midland Sea, which highlights positive initiatives to protect the Mediterranean Sea and its biodiversity. A beautiful meeting and beautiful memories.
In 2022, we want to be even more active and involve you more. We will talk to you about it again when the time comes 😉
SWITCH TO CIRCULAR MODE
We don't want to bore you with numbers but it's good to have a few orders of magnitude in mind:
- We buy 5 times more clothes than 20 years ago.
- Clothes we don't wear: 85% spend more time in our wardrobes than worn.
- Clothes that we throw away… very quickly: Half of the clothes are thrown away after 1 year.
To summarize, 500,000 tonnes of clothing end up in the trash every year.
The idea of throwing away revolts us more and more.
So what do we do at Apnée?
Produce responsibly
It took us 4 years to launch our Beachwear range because we wanted to make sure it made sense. We strive to create timeless clothing that will not go out of fashion after a season, to choose short circuits (100% of our production is in Portugal), to not overproduce even if the last 2 years have been a a bit of rock & roll to deal with, it must be admitted…
Consume in an eco-responsible way
Now it's your turn to play! For our part, we offer you clothing that respects the environment and is of impeccable quality to last over time and resist use and washing. We also offer you a 3-year guarantee by replacing clothing which could have defects (it happens) and would not meet our quality criteria under normal conditions of use of course.
Recycle better
You have undoubtedly seen the new episode of the documentary “Sur le front” by Hugo Clément, broadcast in December on France 5. It focuses on the fate of the hundreds of thousands of tons of clothing entrusted each year by the French to NGOs and which end up polluting African beaches.
At Apnée, we have decided to partner with Redonner , a young French start-up which rewards your clothing donations by offering you low prices from their partner brands.
You sort, drop off your clothes in one of the 40,000 collection points in France, your clothes are recovered and 99.7% reused in France (58% resold second hand, 34% recycled and 8% destroyed to produce energy) and you collect points to spend with partner brands.
Upcycler
This bucket hat was a swimsuit: "the true value of a garment is the story behind each piece..."
At Apnée, we like the idea that nothing is lost, everything is transformed. This is how the project was born to give a second life to our defective swimsuits by transforming them into bucket hats thanks to La Draft, a collective of 3 boys who want to change the relationship with Fashion.
Made in a small workshop in Paris, each bob is a unique piece, worked by hand.
We used stocks of old swimsuits and the ends of rolls of fabric to stiffen the bucket hat and make it reversible.
We are now thinking about how to fully integrate upcycling into our business model. Well no, we are not going to stop there 😅
OCEAN LOVERS IN ALL SEASONS
Big news for Apnée this year, the launch of our first Autumn Winter collection around a flagship piece: the parka 100% recycled from plastic waste collected in the Mediterranean Sea.
