LIV
• Ecological lifestyle brand
• Women’s wear- luxury basic range of cotton jersey underwear and tops
• Partnership with Fair Trade, organic project in India
• Bed Linen/towels/nightwear/underwear
• Affordable, wearable, stylish, luxury
• Based in Worcestershire
The business
The intention of Elysia with LIV is to create an ecologically and socially sustainable lifestyle brand. Elysia has worked with organic skin care since 1994, being the distributor of the Dr.Hauschka products in the UK. They are passionate about sustainable living and their mission is to ensure that it doesn’t mean a compromise in quality, comfort or appearance. The seed of LIV was sewn in August 2004 and after 2 years of research the brand was quietly launched to Dr Hauschka customers in October 2006. So LIV is 1 year old!
Sourcing/manufacture
After extensive research to find suppliers with the same aims and ethical integrity, Elysia started work in partnership with a Fairtrade and organic project in India. This supply chain is certified against trader standards which allow them to process Fairtrade certified cotton. Elysia, being the last bit of this chain is also a Fairtrade Foundation licensee, which means they can benefit from using the FAIRTRADE mark on all products supplied through this supply chain. The partner company has also established an organic and Fairtrade manufacturing unit in Calcutta, India.
Elysia are also working towards developing a second partnership in Egypt. This supplier was established in 1976 to support local communities by creating sustainable businesses, selling a variety of biodynamic products to American, European and the home markets. This includes the production of Biodynamic cotton and Linen products and Elysia is developing with them ranges of beautiful, high quality, Egyptian cotton bed linen and towels.
Product/market
Women's basic ranges of cotton jersey underwear and tops, plus accessories such as organic wool felted bags, cotton scarves and socks, organic cotton bedlinen, organic cotton towels and spa ranges. LIV produce quality products at affordable prices, competing in the higher end high street market. Clothing prices range from as little as £5 for underwear to £30 for a ballet wrap top with bed linen ranging from £10 to £99. To see a full list of prices visit the LIV online shop.
The target market includes women between 30 and 50 in particular stylish working mothers and older women who make holistic lifestyle choices. The ranges are sold direct through the website and catalogue and in the Elysia shop (Notting Hill, London). The intention is to be selling the bed linen, bath and spa ranges through 30 outlets by October 2008.
Sustainability
Fairtrade certification gives disadvantaged small-scale cotton farmers a fair and stable price. The manufacturing unit pays a premium to ensure fairness to their employees, paying health and medical cover for every employee and their families and ensuring good working conditions and support for government projects. These projects are supporting the community in various ways such as health, education and accommodation.
Organic cotton is used in all products. A huge proportion of the farmed land of the world is used for growing cotton and, because the crop is not consumed, the laws regulating its production are not as strict as with food.
Organic farming protects the environment through farming practices that are in harmony with nature. By doing this they are also protecting the farm workers as they don’t come into contact with toxic chemicals.
Goods are shipped to UK warehouse in bulk, then picked and packed per individual order using eco friendly packaging. The warehouse is environmentally audited and all cardboard etc is recycled.
What next?
Currently lead times are 4 months but LIV are working with suppliers to reduce this, allowing for seasonal market changes and a quicker response to trends. This opens up the possibility of exploring design led ready to wear ranges for both men and women.
In terms of sustainability Elysia is working towards a completely holistic approach through a living business model. With the LIV organic projects they are aiming to achieve 100% biodynamic agricultural methods to follow through the Elysia ethos. They are hoping to develop long lasting fair trade partnerships both overseas and in the UK, which will establish a sustainable and profitable business for all partners and co-workers involved.
For more information visit the LIV website.
Check out LIV in our gallery.
