Sustainable, Ethical, Empowering - and super good looking.....
Tonic & Cloth is a ‘start up’ clothing brand with an ethos of empowering women. The brand came about through my own struggle with Endometriosis and the difficulty I had in finding wearable clothes with a fashionable edge. We all have our ‘go to’ leggings and jeggings – a staple of any Endo wardrobe. But I wanted more. I wanted to feel beautiful, confident and strong in the clothes I wore – and I wanted this to inform my identity – not my diagnosis.
Empowering women in pain to develop a sense of identity beyond their illness was the impetus of Tonic & Cloth. It has now become the central and guiding ethos informing even our production values. As well as manufacturing in New Zealand Tonic & Cloth has partnered with an inspiring production house, Holi Boli, in rural India, founded and led by pioneering kiwi girl Ana. Armed with a few industrial sewing machines and some serious skills Holi Boli bravely fights poverty and brings ongoing opportunity for female identity and empowerment within an often aggressively paternal society.
Together we have created clothes that are gentle on the body, trousers are cut slightly larger at the waist and brought in with hidden elastic, the summer collection jumpsuit is given shape with an elasticated belt. Shirts are sassy and edgy while letting the tummy ‘be’, while dresses bring the ‘wow’ in a ‘wear all day kinda way’. Beautiful natural fibers have been chosen to bring the collection to life, from silk and linen, to GOTS certified organic cotton sourced from India.
Our Eco Blankets and Hot Water Bottle Covers are made from Organic Cotton and Bamboo fleece and are eco screenprinted with original images that evoke a sense of wellness (from kiwi artists Courtney Murphy and Emily Rostran). AND the packaging is compostable (yup just chuck it in the compost with the vege peelings!)
Come join us at the 'Good Sustainable Style Show' as part of NZ Fashion Week Sept 2nd!