{"id":37244,"title":"From the very start, Plants. Not plastic.","description":"From the outset, our focus has been on plants, not plastic.","content":"

\"g7fsqjpkca8oh8bbnvpzpfsflsghxpzrafsnmky5lsh00mr3.jpeg.jpg?w=1140&h=auto\"From the outset, our focus has been on plants, not plastic.<\/p>

The fashion industry continues to move in the opposite direction. Consumers in the UK now buy more than one million tonnes of clothing every year, yet much of it is made from synthetic fibres and very little is recycled.<\/p>

Many of these materials are plastic-based. Polyester, for example, sheds microfibres during washing which can end up in rivers and oceans. These fibres are small enough to enter marine ecosystems and food chains, yet they do not fully break down over time.<\/p>

At adaje, we wanted to take a different approach.<\/p>

We prioritise natural and lower-impact materials wherever possible, helping reduce the reliance on synthetic fibres and unnecessary plastic.<\/p>

We also move away from the traditional model of make, wear, and throw away.<\/p>

Our products are designed to be remade. When an item reaches the end of its life, it can be returned, recycled, and turned into something new rather than sent to landfill.<\/p>

Everything is made to order, which means there is no excess stock, no overproduction, and less waste from the beginning.<\/p>

These choices are built into every part of the supply chain, from the materials we use to the way each product is designed.<\/p>

Natural where possible. Circular by design. Made to last longer than a season.<\/p>","urlTitle":"from-the-very-start-plants-not-plastic","url":"\/blog\/from-the-very-start-plants-not-plastic\/","editListUrl":"\/my-blogs","editUrl":"\/my-blogs\/edit\/from-the-very-start-plants-not-plastic\/","fullUrl":"https:\/\/adaje.co.uk\/blog\/from-the-very-start-plants-not-plastic\/","featured":false,"published":true,"showOnSitemap":true,"hidden":false,"visibility":null,"createdAt":1709715729,"updatedAt":1776418752,"publishedAt":1776418752,"lastReadAt":null,"division":{"id":321670,"name":"adaje"},"tags":[],"metaImage":{"original":"https:\/\/images.podos.io\/mor326tqqyohdsyqfysvhl5qq5dfvpcp9uj3dccutlrsxxxx.jpeg","thumbnail":"https:\/\/images.podos.io\/mor326tqqyohdsyqfysvhl5qq5dfvpcp9uj3dccutlrsxxxx.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/mor326tqqyohdsyqfysvhl5qq5dfvpcp9uj3dccutlrsxxxx.jpeg.jpg?w=1920&h=1440"},"metaTitle":"From the very start, Plants. Not plastic. | adaje","metaDescription":"From the outset, our focus has been on plants, not plastic.","keyPhraseCampaignId":null,"series":[],"similarReads":[{"id":36473,"title":"Watch: How to make fashion sustainable","url":"\/blog\/watch-how-to-make-fashion-sustainable\/","urlTitle":"watch-how-to-make-fashion-sustainable","division":321670,"description":"Fashion has been built on speed, waste, and disposability for too long. At adaje, we wanted something different. Better materials. Smaller impact. Clothes designed to be worn properly, not thrown away after a season.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/ceignarbqnxtyzzrz1uvfwv6vnp8w0pwi8wstrawxlty9kpz.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/ceignarbqnxtyzzrz1uvfwv6vnp8w0pwi8wstrawxlty9kpz.jpeg.jpg?w=1920&h=1440"},"hidden":0},{"id":42410,"title":"What is Circular Fashion and Why Does It Matter?","url":"\/blog\/what-is-circular-fashion-and-why-does-it-matter\/","urlTitle":"what-is-circular-fashion-and-why-does-it-matter","division":321670,"description":"At adaje, we believe clothing should not end up in landfill after a few years of wear. Most fashion still works in a straight line: make it, wear it, throw it away. That model creates enormous waste, with millions of tonnes of clothing discarded every year.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/hdqjixwqvgw8zbjoj90qqjf0gevzaix6yysamgcboannentl.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/hdqjixwqvgw8zbjoj90qqjf0gevzaix6yysamgcboannentl.jpeg.jpg?w=1920&h=1440"},"hidden":0},{"id":35987,"title":"Embracing the Circular Fashion Economy","url":"\/blog\/embracing-the-circular-fashion-economy-our-commitment-to-a-cleaner-ocean\/","urlTitle":"embracing-the-circular-fashion-economy-our-commitment-to-a-cleaner-ocean","division":321670,"description":"In today's fast-paced world, our fashion choices have more impact than we often realise. A staggering statistic from the World Economic Forum reveals that washing clothes releases an estimated 500,000 tons of microfibers into the ocean annually.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/4g36jdozfumc4njehqkqlgsjfs9kql0sqrmgzuwhzz1o6yhj.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/4g36jdozfumc4njehqkqlgsjfs9kql0sqrmgzuwhzz1o6yhj.jpeg.jpg?w=1920&h=1440"},"hidden":0}],"labels":[]}