emgee is a Cape-Town based slow fashion brand, focusing on small quantities, beautiful fabric and timeless designs. We live in a world that champions over-production, over-consumption, and a culture of disposability that fuels an endless waste cycle. But, emgee is actively challenging the wasteful systems by intentionally focussing on small-batch production, limited runs, and uses deadstock materials (surplus fabrics from manufacturers). This small business is also encouraging us to “buy less, buy local”.
We caught up with emgee founder, Margaux Moore, to hear more about her focus on conscious production.
What inspired the creation of your slow fashion brand?
I’ve always loved fashion and dreamt of starting my own brand. I decided to go for it in 2020. I knew the only way forward would be to create something of great quality and to do so in the most sustainable way. Honestly, I love the whole slow fashion, small batch situation. I think it adds a little bit of exclusivity to the items, because I use deadstock fabric, or I just create a certain number of items per style.
What does fashion mean to you?
I love fashion. I love how something so simple can make such a huge impact on someone. Wearing clothes that just feel like they are made for your body is amazing! What I love even more about sustainable fashion is that it can have an impact on people and not so much on our beautiful planet.
Where do you source your materials?
I support local suppliers in the Cape Town area. I do my best to only buy natural fabrics or deadstock fabrics. I like the idea of making something out of that “last roll” of fabric and giving it a chance to be someone’s favourite dress or pair of pants.
Tell us about your designs.
emgee is all about comfort – that’s why I call it “easy-living essentials”. My focus with emgee is to create items that are flattering, comfortable and fashionable. I think it’s a winning combination. I choose fabrics that are natural, light and breathable. I think the fabric is the most important part of the garment – it has to make you feel good and comfortable. I love colour, but my focus is on creating timeless pieces and wardrobe basics that will last long enough without someone getting tired of the colour or print. However, I am working on a few “last roll” items with a print and some colour!
Most of the sustainable designers and brands I have come across are woman-owned. Do you think women are more conscious about the need for a more sustainable fashion industry?
I don’t necessarily think women are more conscious. I think the boom in new fashion brands is largely due to how accessible owning a business has become. I think if you are in the process of creating a fashion brand, it would be detrimental to your brand to not take into consideration the effect that fashion – in particular, fast fashion – has on the earth. I think even the slightest attempt to be more eco-friendly and sustainable, makes a bigger difference than one thinks. I see amazing designers doing amazing things with recycled plastics, tyres, fabrics, and so much more. Trying to be more sustainable has really triggered a new sense of creativity and the results are out of this world.
How is your brand discouraging hyper-consumption?
We take small batch fashion to a whole new level! We manufacture really small batches at a time. Some items are made of deadstock fabrics, so they are exclusive and unique in a way. Our garments are also aimed at being versatile and interchangeable. We create items that can be swapped and worn with other wardrobe items, as well as be more casual and formal.
What 3 tips can you offer designers?
Quality Fabrics. Less trend-focused, and more timeless pieces. Create interchangeable items.
What is the perfect emgee design for a sunny day?
At emgee we’re all about summer! If we could, we would wear Summer clothes all year long! A summer must-have is our Cabo Cover-Up, the Havana Set and the Seaside set. These items are so comfortable and can be dressed up or down.
- For more information visit the emgee website.
- Images: Supplied
