48. Etiko
Etiko had to educate customers about the extent of inequality in fashion supply chains and the environmental impact from the industry-at-large, as customers didn’t initially understand the need for the brand.
Founders: Nick Savaidis
Head office: Studfield, VIC
Year founded: 2006
Employees: 4
Industry: Consumer goods
Website: etiko.com.au
How Etiko started
A child of Greek immigrants, Etiko founder Nick Savaidis was inspired from a young age by his mother, who sewed clothing for Melbourne fashion labels but was paid pitifully for her labour while also raising four kids. His family’s move to a fruit farm in South Australia sparked discussions about inequality and the need for a farmer’s union, which cemented Savaidis’ interest in social justice. Later, he worked in remote Indigenous communities and helped create grassroots social enterprises.
All this came to a head in 2005, when he identified a niche and, less than a year later, founded Etiko as the first Fairtrade fashion label in the Southern Hemisphere. Etiko is all about sustainability for people, animals and the planet, using ethical practices and materials like biodegradable, vegan, Fairtrade and organics. It also initiated a take-back program for end-of-life products and meets the UN’s Sustainable Development Goals.
Growth
Etiko had to educate customers about the extent of inequality in fashion supply chains and the environmental impact from the industry-at-large, as customers didn’t initially understand the need for the brand. As a result, Savaidis invested in education services, including blogging and presentations, to help spread the message.
Sustainable consumerism was a top goal for the company’s growth trajectory, especially because customers often expressed interest in ethical purchases but didn’t follow through – whether due to peer pressure or cost factors.
Where to next
Over the coming 12 months, Etiko plans to expand with crowdfunding efforts and better e-commerce and marketing. The business wants to focus more on fashion, collaborating with Australian designers to provide appealing graphics for its products and expanding its range.
It also has a new footwear line in development. Made from compostable plant-based leather, Savaidis says it will set Etiko apart from traditional plant-based leathers containing petroleum-derived materials.
