Calamata: Your One-Stop-Shop for Slow Fashion
Greenwashing=
when mainstream fashion brands jump on the sustainable bandwagon and crowd the space for monetary gain.
When SoCal natives Lauren Reveley and Heather Wiggins noticed there was little access for small, sustainable fashion brands to reach larger audiences when going head-to-head with the major fashion giants, they decided to take matters into their own hands.
With a background in creative fashion marketing and brand communications, the two best friends created their own shopping platform, Calamata, which gives unique brands and new designers a platform to showcase their sustainable pieces and reach a wider, like-minded audience.
The concept behind Calamata aims to spark conversations surrounding the importance of shopping small by encouraging consumers to support small sustainable brands within the fashion industry — an industry notorious for having a disastrous impact on the environment.
Through Calamata, consumers have access to a one-stop-sustainable-shop, featuring independent brands they might not have had access to.
Anyone can purchase timeless, inspiring pieces made with quality materials, mindful design, and — most importantly — ethical manufacturing, all directly on Calamata’s website. The curated collections available on the shop showcase only vintage and/or sustainable slow fashion brands that are designed (and encouraged) to be worn and loved for years… not replaced by new pieces every season.
Because Calamata is headquartered in both Laguna Beach (Reveley) and Copenhagen, Denmark (Wiggins) the platform carries brands from all over the world. Wiggins manages brand relationships and buying from European brands, while Reveley manages creative, content, and brand relations across the US and Australia.
A few of the global sustainable designers and brands currently featured on the platform include the following (with much more in the pipeline):
So.Very
So.Very sources rare vintage pieces from all over the world and re-works classic pieces to fit into a modern wardrobe. In an industry filled with fast-fashion, So.Very prides themselves on slowing down with sustainable and exclusive pieces that stand the test of time.
Gron Kulle
Gron Kulle is a collection of unique fleece jackets and sweatshirts designed in Oakland and small batch produced in San Francisco with sustainably sourced fabrics.
Boyish Jeans
Boyish Jeans is a collection of sustainable women's denim founded by California native, Jordan Nodarse. At the core of all Boyish collections lies a deep commitment to leaving as little impact on the earth as possible. All jeans are produced with sustainable fabrics through a completely environmentally-friendly and cruelty-free process.
HVISK
A Danish certified vegan fashion brand founded in Copenhagen, HVISK is inspired by the vibrant streets of the fashion capital. Their vibe is playful, colorful, and detail-oriented and encourages a more personal style.
Rue Stiic
Influenced by designer and director Jillian Beed’s travels between Bali, Southern California, Europe, and coastal Australia, Rue Stiic embraces a relaxed-coastal-to-bustling-city lifestyle with pieces that will seamlessly take you from day to evening.
LACAUSA
LACAUSA redefines the basics while blending romantic silhouettes with a contemporary bohemian twist. Influenced by boundless landscapes, they bring effortless California chic without sacrificing the hand that feeds us. Fabrics are sourced and sewn by trusted partners with the highest standards in mind — and always under ethical conditions.
House of Sunny
Priding themselves on producing small sustainable runs, House of Sunny acts against fast fashion. They produce two seasonal collections a year, which sets the design team at a slower pace, allowing time to research and source sustainable fabrics and manufacturing methods.
Tach Clothing
An emerging brand designed and ethically made in Uruguay, Tach Clothing is both simple and complex, with a strong timeless appeal. It is their goal to take inspiration from the delicacy of vintage clothing and make it fresh again. Every piece is carefully thought and locally made in Uruguay, in a fair trade environment.
GLYNIT
An Amsterdam-based vegan brand established in 2020, GLYNIT aims to create thoughtful designs in good quality at affordable prices. Characterized for its playful and colorful aesthetics, the brand strives to stand out, brighten surroundings, and emphasize the feminine and modern woman.
The mainstream approach to shopping today evokes little concern for the impact our purchasing practices have on the world. Created as a global platform for emerging sustainable designers and brands to reach larger audiences, Calamata’s goal is to introduce consumers to one-of-a-kind brands, encourage shopping small, and ultimately develop a level of conscious consumerism that empowers both brands and buyers to do better by buying better.
In short, Calamata is a small sustainable female-owned and operated business that introduces consumers to like-minded, unique fashion brands.
What’s next for Calamata? They recently launched a vintage collection with plans to create their own sustainable line within the next few years. If you’re a sustainable designer interested in collaborating, or to stay on top of the exciting things happening at Calamata, follow along at shopcalamata.com or on Instagram at @shopcalamata.