ELK, founded in Melbourne by spouses Marnie Goding and Adam Koniaras in 2004, is a brand characterised by intentionality, refinement, and ethics. The company embraces "slow fashion" principles, which oppose wasteful "fast fashion" practices, and designs ready-to-wear collections meant to last. ELK's bi-annual collections offer sophisticated simplicity and dedicated sustainability, with natural hues, fine quality raw materials, and traditional skills from independent manufacturers all contributing to beautiful pieces with an ethical foundation.
ELK is firmly committed to being as ethical and sustainable as possible, striving to participate in a truly circular economy with positive social practices. The brand has started releasing transparency reports that detail all the factories they work with so that customers can know precisely who makes their clothes and where. Despite the challenging conditions of the last eighteen months due to the COVID-19 pandemic, ELK's 2020 Transparency Report (covering manufacturing in 2019 and part of 2020) highlights new initiatives they managed to implement, from solar energy to a guide to sustainable fibers and materials.
One reason for ELK's success in sustainable practices is their long-term planning, guided by a set of goals for 2025 that steer how they approach manufacturing. The brand aims to become a carbon-neutral and zero-waste business, to make their packaging out of reusable, recyclable, or compostable materials, and to make their products from at least 80% preferred materials, among other admirable goals. In 2019, ELK's strong commitment to sustainability was recognised when they were awarded the inaugural Sustainable Innovation Award at the Australian Fashion Laureate.
ELK is an impressive Australian brand making great strides in their pursuit of sustainable practices. They lead in innovation and transparency and serve as an example for all fashion labels looking to become more ethical.
If you enjoyed reading about ELK's sustainability efforts, be sure to tune in to my podcast featuring Marnie, where we delve deeper into the topic of sustainable fashion and the business behind it. Marnie shares her passionate insights and story, making it a must-listen for anyone interested in ethical business practices. Check out episode #31, "Exploring Ethical Business Practices with Marnie Goding, Co-founder of Elk," and gain valuable knowledge and inspiration from one of the industry's leading voices.
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