The bestselling activewear brand is making tidal waves. We break down exactly why the global love of Girlfriend Collective marks a shift in how we shop workout fashion and why they have made sustainability the trend that is here to stay for good. Keep reading for five reasons why we can't get enough of this waste not, want more brand.
1. Don't make waste. Wear it.
Their strap-line is 'We believe good things come to those who don't waste' and that's damn good copywriting. In all seriousness though, this brand is all about lowering their impact on the planet by making good use of what is already in the world. By making their activewear from materials that would otherwise clog landfills and threaten wildlife, they are doing recycling right. No fake news, green washing or sneaky routes around the issue. Just plain old honesty with each pair of their leggings using 25 recycled post-consumer water bottles (the ones that have actually been used and thrown away!). Certified by outside governing body, Oeko-Tex? Tick.
2. They play fair.
The main factory Girlfriend uses in Vietnam pays living wages, provides fair working hours and safe conditions, allows unionisation, and uses no forced or child labor. How do they know this? They visit to keep relationships strong and to keep an eye on everything. With each pair of leggings going through the hands of 14 workers, the brand believes that each and every one of them should be cared for. Sounds simple but in the age of fast fashion and cruel conditions for so many in the supply chain this is a huge plus point and something we fully advocate for. Read our take on this here.
3. Caring for our oceans.
In their own words? 'Every year, millions of marine animals like sea turtles, dolphins, and whales, are harmed by ocean plastic pollution. About 10% of the estimated 14 billion pounds of trash discarded in the ocean annually is made up of abandoned, lost, or discarded fishing gear.' Pretty horrifying and it's up to us to both cut down this waste, but also find a solution for what to do with it next to avoid harm to nature. Girlfriend use these nets to create some of their fabrics. You can watch a bit more about each part of their eco impact in the short films they've created here.
4. It actually works for work outs!
Workout gear that does exactly what it should (but rarely did before). Comfortable, flexible, durable and washes well. No awkward seams, zips or badly placed pockets. Soft and breathable material. Feels great when you put them on thanks to a well cut shape, and clever tailoring to keep things in place if you catch our drift. We've never had so much good feedback post-purchase as we have with this brand. You'll wish you knew about it sooner. Try it out and see for yourself.
5. Reinventing the wheel.No, really. They are seriously innovative. And just when you think they covered all bases, already shifting norms we thought couldn't be budged and literally reinventing the wheel of how activewear is created, they pushed the boundary again. Their latest initiative in the wake of COVID-19 is aptly named, Girlfriend to Girlfriend. Instead of using their marketing budget as usual, they have pledged to support their community through a brand new content program that directly employs the talents of creatives and small businesses who are out of work. You can find out how to get involved here, then choose whether to receive compensation or donate to a charity of your choice. Extremely well played.
Want in? Shop our pick of Girlfriend Collective here. As always, we are here if you need anything at all!