Sustainability is a word we’re hearing over and over again in the fashion world. Brands all over are beginning to create eco-conscious clothing, taking donations in exchange for a store discount, and dedicating themselves to the sustainable fashion movement. With fast fashion turning out to be a giant polluter, many are stepping up in an effort to save the planet. According to BusinessInsider.com, “on average, people bought 60% more garments in 2014 than they did in 2000. Fashion production makes up 10% of humanity’s carbon emissions, dries up water sources, and pollutes rivers and streams. What’s more, 85% of all textiles go to the dump each year. And washing some types of clothes sends thousands of bits of plastic into the ocean.”
On top of that, almost the equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second. There are brands out there that are attempting to combat our newly wasteful nature by creating clothing that is sustainable in every sense of the word. SITA NYC is one such brand. SITA is the brand that wants to stay in your closet forever. They use innovative and sustainable fabric that controls body temperature, wicks moisture, neutralizes odor, withstands machine wash, and enables four-way stretch, allowing you to wash your clothing less. They also don’t use any hardware, zippers, buttons. On top of that, their clothing is so functional you can wear them everywhere. In a yoga class, at a party, wherever you deem fit.
We spoke to founders Gianfranco and Aljohara about the brand’s humble beginnings, their incredible mission, and much, much more. Keep reading below to find out more!
What is SITA NYC? What was the inspiration behind this brand?
SITA is the modern wardrobe reduced to its very essence. We are a functional lifestyle brand. Made in New York City, our outfits take you from day to night, from boardroom to barre, from plane to pilates, We are a versatile brand that creates timeless pieces with innovative fabrics. Sita is wearable anytime, anywhere.
Can you tell us more about the brand and it’s beginnings?
As an entrepreneur and barre and pilates instructor, Aljohara’s days are studio classes and business meetings. These move her back and forth from the gym to lunches and social affairs. On any given day, she went through multiple outfit changes and she was having difficulty finding versatile apparel appropriate for every occasion and every activity, wasting lots of precious time in the process. Knowing of Gianfranco’s textile background and fashion expertise, Aljohara asked his advice. Franco believed that a solution lay within the core of a garment and its technical features so that clothing could serve multiple purposes and women didn’t have to switch outfits throughout the day.
Together, they set out to develop an innovative and sustainable fabric that controls body temperature, wicks moisture, neutralizes odor, withstands machine wash, and enables four-way stretch—all while maintaining the elegance of luxury design with unparalleled comfort. From there, SITA was born.
Talk to us about SITA’s incredible technology and eco-friendliness.
We started our research under the premise that long term sustainability is only sustainable with advanced technology. In addition, we are the only brand worldwide with our own proprietary fabrics developed to wick moisture, neutralize odor generating bacteria, with four-way stretch and a cooling effect. All our fabrics are produced under ISO 9001-2008 Bureau Veritas guidelines and are as well as OekoTex Standard 100 certified. In addition, our mill is also the “Greenpeace Protocol” approved. We adhere to the highest standards of protecting the environment, the way the fabric is dyed reduces water consumption by approximately 40% and eliminates chemical waste.
The result is a sophisticated fabric that feels and drapes like silk and achieves the highest European standards of sustainability. Our odor neutralizing feature allows the consumer to machine wash each garment less frequently and therefore individually contribute to the environment and reduce the damaging effects of dry cleaning. However, next to that, we don’t use any hardware, zippers, buttons. Our yarns are engineered in France, then enhanced in Japan, and finally knitted in Italy.
What is your favorite product from the line?
The styling versatility of the Scarf Parka is amazing. It can be worn as a dress, as an abaya or as a coat, alone or as a layer. Another amazing piece is the wide-leg pants with an elongating effect featuring the same waistband as all our pants. Those silicone microdots printed on the inside of the waistband are such a functional surprise. They add a subtle grip to your body and keep all our pants in place.
What is next for SITA?
As a boutique brand, we are looking at opportunities that enrich timeless style and functionality. However, there are attractive possibilities we are working on. They also perfectly align with our mindset of functional lifestyle, sustainability, and constant innovation. We believe that one has to do today what the world will do tomorrow. For one, start wearing SITA.