While value-for-money and convenience are still the main drivers of purchasing decisions in South Africa, sustainability is fast becoming a factor, with a handful of brands taking monumental strides in becoming more environmentally conscious and sustainable. As consumers become more conscious in their buying decisions, consumers are looking for products that are both long-lasting and environmentally-friendly and the demand is growing by the day. Luckily for conscious consumers in South Africa, local brands like K-Way are sitting up and taking notice.
The outdoor apparel brand is the first in Africa to partner with Re:Down, to create a range of winter apparel that is not only energy efficient in its production but also reduces waste by turning a non-sustainable resource into a sustainable one.
A company dedicated to re-imagining the world of down, Re:Down, recycles down and feathers extracted from post-consumer goods to be re-used as filling material for new products, including apparel, sleeping bags, bedding products and more. Re:Down’s focus is on zero waste and up-cycles 97% of all raw materials received or collected, so less waste is going into landfills. During this process, the most environmentally friendly methods are used to recycle down and feathers, including 74% less water compared to virgin down, no chemicals and 3% solar electricity.
In addition to down and feathers, other materials are collected and processed, including fabric shells, which are chopped into small pieces and end up in non-woven insulation, and broken feathers and down fibres, which are up-cycled into a very efficient organic fertiliser.
K-Ways’s Re:Down range, which is available at Cape Union Mart stores nationwide, consists of two jackets and two body warmers, perfect for winter and available for both men and women. These winter must-haves are made with a seamless nylon fabrication to prevent down migration and reduce cold spots. This process uses less energy to produce, resulting in an eco-friendly and sustainable approach to fashion, enabling shoppers to truly enjoy outdoor clothing with a conscience.