The Ellen McArthur Foundation

Our brand was created under the Ellen McArthur Foundation, so what is this, and why does it matter?

The Ellen McArthur Foundation is an international charity launched in 2010 by retired record-breaking English solo sailor Dame Ellen MacArthur who retired in an effort to focus solely on global sustainability, especially so through accelerating the transition to a circular fashion economy.

The Ellen McArthur foundation focuses on three main principles:

Critical Minerals

Critical minerals are non-fuel metallic or geological materials that are essential for a nation's economic security, national defence, and modern technology, yet face high risks of supply chain disruption, Critical minerals are vital for low-carbon technologies like electric vehicles and wind turbines, but they can be highly detrimental to the environment, particularly so in greenhouse gasses with the mining sector using over 8% of global energy and the extraction in general accounts for roughly 10% of annual global greenhouse gas emissions.

Plastics

Plastic is bad for the environment because it does not break down naturally, but rather it persists for hundreds of years, and pollutes ecosystems throughout its lifecycle, larger items fragment into tiny particles (typically under 5mm) that infiltrate soil, air, rivers, and oceans, as well as this,  discarded bags, bottles, and packaging accumulate in landfills and natural landscapes.

Fashion

This particular area is where we come in, The Ellen McArthur foundation intends to change fashion as we know it, bringing an end to the ever tyrannical linear fashion cycle. The Foundation brings businesses, policymakers, and global institutions together in an attempt to create a platform for impact. With a trusted voice in the field, they have helped put circular fashion on the global agenda, driving momentum. The newest and most taxing mission is to help deliver it. That means overcoming the systemic barriers that no organisation can solve alone, as part of supporting Ecouture, you could help within that mission, and put forward a better world.