Gently lingerie brand la fille d'O strives for an (eco)logical production and it is fair within its own company. “No brand works like us,” says founder Murielle Scherre. "I AM FAIR, WITHIN MY OWN COMPANY."
“Textile is a dark chain.” Ghent entrepreneur and lingerie pioneer Murielle Scherre – herself usually dressed in black– knows that the clothing production chain is not a black-and-white story at all, but a complex chain without any real guarantees. The entrepreneur does not look far. Most of our fabric is treated in Belgium. For the production I mainly work with Liebaert in Deinze and I attach great importance to transparency.”
“Many Belgian lingerie brands are outsourcing production”, critics say Murielle. The entrepreneur, on the other hand, just wants to stay in our country. “Otherwise the profession would be lost. I employ six women full time to make sure that doesn't happen – thanks to the choices I make, I am fair within my own company.”
Lingerie is often made of high-tech fabrics. Such as polyesters with elastane or vulnerable lycra that can withstand sweat, sun, chlorine and sunscreen. They mostly come from Belgium. “Why should I do fair trade on location when it can also be done here? Transporting clothing from the south is also polluting in itself. I have the luxury of being able to do it here. That is ecological, but above all logical: the word 'eco' is added to that.”
ECOLOGICAL? FAIR TRADE?
La fille d'O focuses on transparency, short chain and production in countries with low risks of poor working conditions. La fille d'O wants to work more with ecological substances, such as Tencel®, and works locally, in Belgium and Europe, which keeps the chain short and is less polluting in terms of transport.
La Fille d'O , Burgstraat 21, Ghent