COUNTRY ROAD LAUNCHES ‘OUR WORLD EDIT’ TO HELP GUIDE CUSTOMERS ON THE BRAND’S MOST CONSCIOUS DESIGN PRACTICES
Country Road has launched the ‘Our World Edit’ – an online guide dedicated to highlighting the brand’s most conscious design practices. The Edit follows the launch of Our World in 2019 – a platform designed to share the brand’s sustainability journey transparently with the wider community.The Our World Edit offers a simple and easy-to-navigate shopping experience that allows people to connect with purchases on a deeper level and support what they care about most.The Edit includes product from all key categories including Woman; Man; Child; and Accessories. A combination of wardrobe essentials through to seasonal fashion pieces such as the Printed Shirred Waist Top and matching Maxi Skirt in the vibrant watermelon red from the recent Sprint launch.Country Road Managing Director, Elle Roseby said the appetite for clarity in this space made the Edit an obvious step to help customers make more informed purchasing decisions.“2020 has been a year of great reflection, and while we’ve been on a sustainability journey for some time now, we wanted to make that progress as clear as possible for our customers. We are passionate about our commitment to always do better – from caring for our land by supporting local farmers; to engaging with our people through partnerships like the Darwin Aboriginal Art Fair (DAAF) and the recent National Indigenous Fashion Awards (NIFA).”The categories within the Our World Edit include:- Verified Australian Cotton: Fibres that can be scientifically traced to Australian farms that support more resourceful land management;
- Verified Australian Merino: Fibres that can be scientifically traced to eight Tasmanian farms, certified by the Responsible Wool Standard;
- Responsibly Sourced Cellulose: Fibres that are made from renewable wood sources, using processes that minimise their environmental impact;
- Australian Fibres: Fibres that are proudly grown on Australian farms;
- Recycled Materials: Materials that give a second life to existing resources, reducing landfill and redefining the value of waste;
- Organically Grown: Fibres that are farmed without harmful chemicals, making them kinder to the earth and to the people who grow them.Country Road Group / David Jones Head of Sustainably, Eloise Bishop said Country Road is using its iconic status as one of Australia’s most-loved brands to drive meaningful change for people, communities and our environment.“We are living in unprecedented times and customers are demanding greater transparency; they want to know about the sustainability measures we have in place and they want to be making informed purchasing decisions. We have a role to play in listening to what the next generation of Country Road customers wants and being ready to deliver it.The fashion industry is going through a time of transformation and the brand has reflected on its role in this changing climate, and worked tirelessly to refine its purpose and bring value to the lives of their customers.”Our World Edit marks another progressive step for Country Road within the sustainability sector, having launched its first 5 Star Green Star rated flagship at Chadstone last year (with several other locations designed to emulate the Chadstone fit-out). The Chadstone store development came after the 2015 launch of Country Road’s 5 Star Green Star rated Omni Fulfilment Centre, which was a Victorian industrial first.In 2020, Country Road has also refocused its attention to supporting local community initiatives in place of global ones, including the Darwin Aboriginal Art Fair Foundation, National Indigenous Fashion Awards and of course, furthering its commitment to Australian farmers in an even bigger capacity through Verified Australian Merino Wool and Verified Australian cotton.