Have you been introduced to the idea of emotionally durable design? Admittedly, it is new to us here at Appalatch but the concept resonates with our mission. It has been like learning an untranslatable word that applies so well in many situations. We are and always have been striving to create designs that are emotionally durable but we didn’t have a title for it. To us this means creating garments that are high quality, comfortable, and timeless. We hope that these attributes will make you fall in love with the item and thus develop a connection to the piece. This connection will lead to better care of the garment, longer wear, and less waste!
In light of the innumerable objects that are bought, used, and discarded without a thought, emotionally durable design is quite refreshing. It’s obvious why it is in a company’s best interest to produce a greater variety of products of lesser quality, however it has also become obvious why this practice is detrimental to society. Less always is more and I believe this should apply to how we shop. Have you read this article about Marie Kondo, a master of de-clutering and organizing. She says to discard anything that doesn’t inspire joy. I like the idea of buying everyday objects and clothing that i’m excited to use; things that I find beautiful and inspiring. Instead of having a home full of objects that bring no joy, try filling your space with the things you actually connect with. Perhaps, new pieces that will stand up over time, thrifted antiques, and family heirlooms.
It seems counterintuitive for a clothing company to proselytize about buying less, but at the heart of Appalatch is a goal to change the apparel industry. Part of doing that is creating quality pieces, ethically, but another part of it is lessening the amount of waste associated with the mass production of clothing. Our manufacturing processes produce very little waste, most of which we are able to recycle. We also operate with very small inventory levels. On the one hand this means that items are often out of stock and on the other, it means that everything is sold and we aren’t creating waste by making products that aren’t selling. In the end, we hope that our clothing isn’t considered disposable and that you are engaged by the story of how the pieces were crafted.
Ultimately, we want you to think about what you are buying. Is it durable, do you love it, where is it made, who made it, and is it worth it. What you buy and how you do it is powerful (buyer power is serious business). Consider buying things that enrich your life and the lives of others. Life is too short not to find joy in everyday things. Every object has a story.