ECO-LOGIC AWARDS 2021 SOUVENIR BROCHURE

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Eco-Fashion
& Lifestyle
Award
Proudly sponsored by
CHIC MAMAS DO CARE
Chic Mamas Do Care is a South African volunteer-based, purpose-led brand founded on sustainable
fashion, intent on supporting educational development projects to help break the cycle of poverty in SA. It
was founded in 2010 by Abigél Sheridan in Cape Town with the ambition to help make a positive impact on
educational development projects. She did this by facilitating the sale, trade and swapping of good quality preloved
clothing, with all proceeds going towards the selected project beneficiaries.
Using sustainable fashion to help break the country’s cycle of poverty, Chic Mamas Do Care has established boutique
stores based in Cape Town, Joburg and Durban. The NPO has supported pre-schools, literacy and numeracy projects,
and ECD (Early Childhood Development) centres over the years. Guided by the pillars of sustainable development, the
purpose-led brand positively impacts communities, the environment through recycling and upcycling and creating
a stable social enterprise that grows annually. Since its inception, Chic Mamas Do Care has donated R8 Million+ to
various projects. Abigél hopes that her efforts in supporting communities will inspire others to take some action and
become active citizens in the fight for education equality.
During 2020 and Covid19, Abigél expanded on the idea of conscious consumerism and created an online pre-loved
marketplace called Love It Again, brought to you by Chic Mamas Do Care.
LEVI
Levi Strauss & Co. South Africa own a manufacturing facility in Epping, an industrial area in Cape Town
where they produce 85% of all Levi’s® jeans that are sold locally. This year Levi were able to realise a gamechanging
development at the factory - when they started using 100% recycled water for the production facility’s
manufacturing processes, piping the recycled water in from the Athlone Wastewater Treatment Works. This project
was made possible by a partnership with The City of Cape Town. This meant that Levi could completely decouple
production processes from the fresh water supply and therefore save 3.3M litres of water per month which will equate
to 36 Million Litres of water saved per annum.
Levi’s approach to sustainability is inspired by the concept of circularity — a closed-loop system that recycles and reuses
the same resources to create products. Designing products so that they can be used more, made to be made again, and
are constructed with safe, recyclable and renewable inputs.
This initiative certainly is a leading example of an innovative partnership demonstrating how businesses can deliver on
their obligations as environmental stewards in the communities where they do business. The global Levi’s® community
is now looking at how they can replicate this model in other factories.
THE JOINERY
The Joinery is a luxury sustainable and ethical product design brand based in South Africa, producing
for clients both locally and internationally. Founded by two sustainable designers and sisters in business
together, Natalie and Kim Ellis. The Joinery’s focus is on finding solutions to environmental and community
issues through design.
The Joinery are pioneers of responsible fabrics, namely the conceptualisation of a felt fabric that is made from recycled
plastic bottles which has been named Future Felt. Our intense concern for the issues of plastic waste and single
use plastic landing up in our oceans and landfills made us turn to finding solutions for re-using waste and question
how to clean up waste streams, which led us to conceptualise Future Felt. All the plastic bottles in our fabric are
collected within South Africa. The Joinery are true pioneers of sustainable textile design and all their products are
made by local artisans, sewing co-operatives and local South African producers. The Joinery up-skill women to be a
part of the production team, thus contributing directly to job creation. The Joinery employees work with heart and
soul to produce high end sustainable products and in turn are able to support entire families, which is a fundamental
motivator to the founders who believe in People and Planet.
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