Sustainable Lifestyle

miYim

Specialising in toys and infant accessories, miYim – China's first organic, plush toy company – uses organic cotton and natural dyes to create their adorable range of soft toys, rattles and blankets. The company oversees every stage of the manufacturing process at their facilities in China. “From purchasing organic yarn, to the dying process, sewing and stuffing – all these are done in our facility and managed by our own staff,” says CEO Han Chae. Han attributes the popularity of miYim products to the company's all-natural approach. “The most welcoming factor of miYim toys, for mothers, is their safety and non-toxicity.”

Han believes the Chinese consumer wants to go green, but that the benefits are not yet emphasised enough. “Another major factor is that people simply don’t have enough confidence in the word ‘organic’,” says Han. “The quality and manufacturing process should be communicated to the customer, so they know what they are paying for.”

Exhibiting at EDF has also allowed miYim to collaborate with like-minded companies to promote the concept of organic living. “After attending the first EDF, I was able to meet with other companies and make a cooperative effort to work together and promote this idea of living an eco-life,” Han says.

The Freshary

From humble beginnings, organic food company The Freshary has flourished to become a full-scale operation, with a full range of delicious, organic and vegan ice creams and baked goods. “We chose to be organic, because organic food production is more caring and respectful of our Earth and the people who create the foods,” General Manger Paul Bergman tells us.

The Freshary are bringing a variety of fresh, baked goods to the fair, including muffins, cupcakes, brownies, cornbreads and pretzels. The company aims to make all their products from scratch, every day – including the ingredients. “We grind all our flours from organic grains,” says Bergman. “We freshly roast all our organic vegetables and we mill our organic soybeans to create the dairy-free milk.” And as if the products themselves weren't wholesome enough, The Freshary has given their baked goods cutesy, diminutive names “to emphasise the value of smallness”. So if it's an organic muffin you're after, start looking for the ‘minnies’; those craving cupcakes should seek out the ‘cuties’.

Bergman believes it is getting easier to eat organic in Shanghai. “There are more and more restaurants and supermarkets in Shanghai that are doing their best to incorporate organic foods,” he says, “And a number of small, natural health food stores. It is important, however, to read labels and ask questions to better understand if a product is really organic certified or just put on the organic shelf!”

TwinE

Specialising in women’s accessories, TwinE was established back in 2006, after the founders scooped a Silver Award in the Taiwan International Design Competition. The company uses environmentally friendly, fair-trade and recycled materials to create their unique range of accessories. “TwinE promotes designs that are eco-friendly and innovative,” says co-founder Elizabeth Tsai. “We use wool fibres, dried fruits, recycled goods, fair trade yams from Nepal and organic fabrics.”

Returning to EDF for the second time, TwinE will showcase its wool and organic cotton collections. The former, a range of organic wool accessories and lifestyle products, also incorporates dried fruits and seeds in the designs. “Our wool-felt accessories are really popular because they are unique,” says Tsai, “As they are handmade, each one is an only one.”

For Tsai, EDF is a great opportunity to promote the company’s products and pique the interest of an already-intrigued Chinese consumer. “More and more Chinese people are aware of eco-friendly clothing,” she says. “If the design is unique and the cost is fair, there should be a market for it in China.”

Wobabybasics

Created in 2007 by Eco Design Fair (EDF) founder Sherry Poon, Wobabybasics uses sustainable materials and simple styling to create a modern range of children’s basics. Inspired by her own children, Poon’s collections are packed with child-friendly features to make dressing easier, and only certified chemical-free textiles and dyes are used in the manufacturing process.

“My children and their future motivated me to make organic children’s clothes,” says Poon, a self-described ‘Mompreneur’. “The collections are inspired by observations of children in action, in the city and in nature.”

Wobabybasics will showcase its fall/winter collection at the EDF, featuring a range of garments for newborns to 6 year olds, including organic cotton basics, reversibles and hand-knitted essentials. The entire organic collection is produced in a GOTS (Global Organic Textile Standards) certified factory in China, while the knits are hand-crafted by a women’s knitting cooperative in Northeast China.

Poon believes we can all become more earth-friendly in three simple steps. “Reduce, reuse and recycle – in that order of priority.” She adds, “And before considering purchasing organic baby items, you should first consider if that product is even needed.”

Finch Designs

Established in February 2009, Finch Designs uses organically grown and sustainable fabrics, and collaborates with local and international artisans, to create beautiful and unique designs for women. “We wanted to create a brand that was as efficient and respectful of our natural resources as possible,” says company co-founder Heather Kaye. “It's rewarding to be a part of a more virtuous cycle of producer performance and consumer discretion.”

Finch will showcase its fall collection – featuring designs by New Delhi artist Anant Dayal – which Kaye says is loosely inspired by 1950s New York and exudes optimism. Although not usually synonymous with high fashion, Kaye believes eco-friendly clothing can be stylish. “A woman has to connect with the garment,” she explains. “It has to catch her eye, feel good to the touch and somehow resonate with her.”

In another earth-friendly gesture, the company uses low-impact reactive dyes to ensure their garments will stand the test of time. “Low-impact dyes don’t fade over time, so you’re more likely to wear the garment season after season,” says Kaye.

So how can consumers make more environmentally-friendly fashion choices? “Invest in good quality clothing and determine your own style,” advises Kaye. “If you jump off the trendy, disposable clothing treadmill, you will immediately reduce your carbon footprint!”

All of these companies will be exhibiting at Shanghai's next Eco Design Fair. 6 November. 10am – 5pm. Jiashan Market. No 37, Lane 550 Shaanxi Nan Lu. Web: www.ecodesignfair.cn