It all started in India.
In 2018, Ballinlough’s Emylou Hurley travelled to the birthplace of yoga. The three-month trip was an eye-opener for the retail buyer, sparking a keen interest not just in the discipline, but also in correcting the unethical supply chain of the synthetic yoga clothing lurking in most of our wardrobes.
On her return to Ireland, Emylou chanced upon ‘The True Cost Movie’, a Netflix documentary exposing the fashion and garment industry, showing the difficulties and hardship endured by garment makers, factory workers, and cotton farmers.
‘I became a conscious consumer overnight’
“Having witnessed a tiny percentage of what people go through daily in India, I became a conscious consumer overnight,” said Emylou.
“Who made my clothes? Were they treated fairly? What effects environmentally is this having? Do I need this?”
Emylou began searching for organic and natural products that were made fairly and ethically, hand-selecting a collection of soft, comfortable yoga wear made in Bali and Europe.
Her brand, Organic Movement, was born.
The global pandemic brought production to a standstill for eight weeks, but the Organic Movement online shop is now open again, with a choice of leggings and crop tops made from breathable 92 per cent organic cotton and eight per cent lycra.
The mix-and-match pieces are ideal for catching a class on Zoom and they’re comfy enough to wear for the rest of the day too.
Hand-printed, high-waisted leggings start at €65, with adjustable tie-back tops from €40.
As we venture into Phase Three of the roadmap to recovery, things are looking up; Emylou launched a partnership with another sustainable activewear brand, Organic Basics, at this year’s Thrive Festival, including elegant triangle bras, long-sleeve tees, tennis socks and towels all made from organic cotton and those are available on her website too.
This month, Emylou added a Tote Bag to help bring awareness about the unjust Direct Provision system in Ireland. The ‘End Direct Provision’ tote is made from 100% organic cotton, with all proceeds going directly to MASI.
You can order one, €20, here.