Going Full Circle
Many brands these days call themselves sustainable. But what does it take to become a circular brand? This was a question answered by our latest brand AOIFE, an Irish award-winning luxury fashion label. Crafting their high-end bags, clothing and accessories from recycled fishing nets and waste plastics from the ocean, AOIFE products are now stocked in the world’s finest stores and are pioneering a Waste to Wear movement.
Our team first met CEO Aoife Rooney at Showcase Ireland, one of Dublin’s busiest trade events. Struck by her glass display cabinet filled to bursting with old fishing nets, Aoife explained that she used old fishing materials to recycle them into bags, creating a circular fashion process that turns old into new. Offering a repairs service for their stock when it reaches end-of-life, Aoife has spent the past six years making her brand as environmentally conservative as possible: using regenerated yarns and donating profits to their partner Healthy Seas to ensure they’re always giving back.
Aoife told us that despite the brand’s clear mission and many awards, she was struggling with her old WordPress site and how hard it was to manage. We knew that a migration to Shopify would help to elevate her brand and tell her story in a much sleeker, succinct way. We exchanged details, followed @aoifelifestyle on Instagram, and offered her a site audit to test the WordPress site and highlight areas for improvement that could easily be made with a switch to Shopify.