Lifestyle Over Luxury Co.

“Sustainability” is a pretty controversial word in the fashion industry. It’s nearly impossible to find clothing that hasn’t been touched by some form of chemical at one stage of production; either the growth of the crop, processing of the fabric or dying of the garment. Manufacturing in itself is not sustainable. But sustainability isn’t limited to whether or not you end up wearing a loin cloth to save the planet. Here’s how we look at it.

Why go sustainable?

We got sick of buying fifty dollar cotton t-shirts that don't last a week on the road without being destroyed beyond repair and just generally shit. 

So we set out to build a better t-shirt, then we started learning about the production of cotton and how terrible it is for the environment. Can you believe over a million people are hospitalized each year from being exposed to the insecticides and pesticides used to make our clothes!? Cotton is responsible for 22% of the worlds insecticide use! The ocean is downhill from everywhere via fresh waterways, where do you think the millions of tonnes of this shit ends up? Where we surf, swim and what we end up drinking. Moreover, studies show that these chemicals from growing it are still present in the clothing when it reaches our closets and our skin.

So what is Eco Apparel? 



Alright, so what does eco-apparel mean for you? We use a few different fabrics including bamboo, organic cotton and modal. The fabric made from bamboo is classed as rayon. It's got a bit of stretch unlike cotton so the wrinkles fall out after wearing it for only a short time. It's notoriously durable and super soft. A lot of the time its used for high-end sleepwear or bedsheets, it's that comfortable. 

Bamboo is one of the more sustainable fabrics around. The plant's natural resistance to disease and insects means it doesn't require chemicals to improve growth. It's also the fastest growing textile and doesn't require replanting. 


We also use Lenzig modal. Modal is world-renowned as the world's most comfortable eco-fibre. It is also a cellulose fibre and has many of the same properties as bamboo. We pride ourselves on the comfort of our gear. I mean who wants a rough t-shirt on a 14-hour flight? Or sticking to them while they're backpacking up a volcano?

Good for the environment, super comfortable and sweat-wicking... why the %$#* are we wearing anything else, right!? 

Even the packaging that we ship with, it's 100% recycled, 100% recyclable and biodegradable. 

Full Disclosure, we aren't perfect. Yet...

Now with all that said, full disclosure, we’re not perfect. Yes, there are some chemicals used in the production of these fibres. And yes, some of our gear uses more traditional fabric blends (hats for example). Yes, we emit carbon when we ship our goods and no our van doesn’t run on vegetable oil… yet. Unless you’re sitting in a teepee, with your thumb up your ass, growing your own crops and fertilizing with your s**t, you’re not perfect either.


For us, it comes down to giving back more than we take. We realize no business is prefect which is why we are committed to making a tangible difference in the environment with every sale. We are dedicated to working with companies that promote and take action on ocean conservancy. With every product purchased we work with our partners to clean up an entire bag of trash/plastic off BC beaches.


We are constantly working to source more sustainable means of production and decrease our impact on the environment whenever possible while increasing the difference we make with every sale.



The average person spends over $500 a year on clothes. That's 500 votes on the world you want to live in. What are you wearing? What are you voting for?