At IAMNOTBASIC we care. We are aware of the fashion industry’s impact on our planet, therefore we try to be as sustainable as possible in every step of our production process. That’s what we do:

Fabrics we use

Understanding the materials is important when it comes to sustainability and its impact on our planet. Hence, we mostly use natural cellulosic fabrics like viscose and modal. For some of our looks, it is necessary to use synthetic fabrics like polyamide but we try to decrease the waste and chemical influence by working with recycled polyamide fabric.

Why natural fibers are friendly for us and the environment?

Natural fibers are breathable. Natural fibers have a special feature that increases the absorption so, it doesn’t keep bacteria and fungi. The moisture-wicking abilities allow ventilation through the fabric, to pull dampness away from the skin leaving you feeling dry. As well natural fibers are more comfortable for skin than the synthetic ones.

Natural fabrics such as linen and cotton are hypoallergenic and have unique anti-bacterial properties, adding another layer of protection to your skin.

Wearing natural fibers clothing is a responsible choice. Washing clothes frequently is wasteful and harmful for them. Natural fabrics require fewer washes than synthetics like polyester and nylon.

Natural fibers are sustainable and renewable. Our natural fabric, modal, is biodegradable. Unlike many synthetic materials, natural fabric decomposes harmlessly once they have reached the end of its useful life or can be readily recycled and reused without harming the environment. These materials come from animals, trees, or plants that can be replaced, raised, and regrown over time. Since the agricultures for the fabrics are eco-friendly the production is less harmful and CO2 is used while oxygen is given back to the environment.

Using natural fibers reduces ocean pollution. Every time we wash synthetic fabrics in a washing machine, millions of plastic microfibers are released into the water system and make their way into the oceans.

 New technologies

We are not aware of such an innovative tool as 3D sampling to reduce the waste of the products. Traditionally, brands go through a long production process before receiving a final product. Throughout this process, brands usually make three to four garment samples to ensure they get the desired product. In our production facility, producing photo-realistic renders of garments helps to choose silhouettes, proportions, design details, and colors. Making adjustments with 3D sampling is much simpler and can reduce physical samples by 50%. 

 Producing in demand

In the same way, we work on the fabrics’ quality, bringing innovations and solutions, we place the highest value on the well-being of our employees because we know they are responsible for our success. We offer ethical wages and working conditions to our employees.  

We do not overproduce. Our team always researches what models are the more sellable therefore we produce only on the demand that equals optimal production quantities.


It's not only the Brand’s duty to be sustainable, but you can also help:


Avoid microplastic pollution

It’s difficult to avoid synthetics because they are required in some designs to provide the necessary stretchiness. Washing these clothes can release thousands of microplastics into our waterways and oceans and make an impact on marine life. However, nowadays there are solutions: microplastic filters such as a Guppyfriend washing bag where you can put your synthetic clothes, or a Cora Ball that you put in with your laundry.

 Less but better

The principle ‘Buy less but better’ is important for us. We use better quality fabrics, therefore, our products might be slightly more expensive than the other brands. However, we found a balance between the price and the good quality so our products are still affordable. So you can enjoy the long life of your cloth and help to reduce garment waste. 

 Taking care of the clothes

Extending the life of your clothes is extremely important if you want to lower the environmental impact of your garments. Prolong your clothes' life by not overwashing, because cellulosic fabrics can get damaged from that (it will also lower your CO2 emissions and water consumption), as well as repairing your garments instead of throwing them out.

 Second life

There are several solutions to prolong the life of a garment you don’t feel excited to wear anymore. Re-selling your clothes or organizing a clothes swap is the best way to ensure they’ll have a second life, as well as donating to charities and organizations that are looking for used clothing. Look for recycling solutions for the pieces that can no longer be repaired or reused.