Don't Overthink Every Decision; Just Go For It - Aurore Plavis

My success is measured by the fact that I know that my products are not hurting the earth nor compromising the health and well being of the workers involved in my supply chain. 

1. Tell us more about your company and your journey.

My name is Aurore, and I am the founder of Recreative Apparel, an ethical and eco-friendly alternative to the big athleisure brands. 

Without prior entrepreneurial knowledge nor fashion background, I recently launched a clothing line for the active lady who cares for the earth and its people. The journey that led me to Recreative Apparel started in 2004 while backpacking around South America and seeing plastic waste in the most desolate of landscapes on my way to Chile from Bolivia. 

I’ve always loved fashion and the environment and wondered if it was possible to reconcile both. I knew that fashion was one of the biggest polluters in the world. But it was the collapse of the Dhaka garment factory in 2013 that made me realize that I was part of the problem.

 I stopped buying from the likes of Zara and H&M and started to question my purchasing habits.

Fashion shouldn't cost the earth. So when I found out that disposable plastic bottles could have a new life by being turned into fabric, I decided to research this technology. 

Recreative Apparel offers an alternative to the traditional linear business model (make, use, dispose of) as we keep resources in use for as long as possible. We use exclusively recycled fibres made from post-consumer water bottles (rPET) in our activewear to keep plastics out of the landfill and the oceans - that is until we find THE solution to our plastics problem. 

Manufacturing rPET uses less water and energy and emits less greenhouse gas than conventional methods. Our high-quality recycled polyester happens to be perfect for activewear as it is durable, sweat-wicking, anti-bacterial, UV-protective, pill-resistant, and certified safe for the skin (Oeko-Tex). 

It's dyed with non-toxic dispersed dye. We produce locally to reduce our carbon footprint but also because we care about supporting our local community. Our patterns are cut to make sure as little fabric as possible is wasted. Recreative focuses on creating small, meticulous batches as we don't believe in production waste and product wasted. 

We want our customers to keep their Recreative garments for as long as possible, so we share how to care for our products and minimize microplastics from entering our waterways. We also offer a take-back program to address our products' end-of-life, turning them into something new (a bolster or kid's clothing) once more. 

This is what inspired our brand name, Recreative, meaning creating anew again and again.


2. How did you come up with this idea and go about executing it?

It took me 2 years to launch Recreative Apparel - from design, sourcing, product development, manufacturing, marketing and sales. I knew of another couple of activewear companies using fabric made from recycled plastic bottles in their garments. 

What they didn't do, though, was to educate their customers on how to care for their products and minimize microplastics from going into the waterways. They also didn't have a take-back program to ensure that their products wouldn't end up in the landfill at the product's end-of-life. 

I wanted to go the extra mile and minimize my business' impact on the environment. Taking into consideration the full life cycle of the product was of prime importance. I did a lot of research about the best quality fabric, one that had a high percentage of recycled content. 

As part of the manufacturing process, I utilized pattern cutting methods that produce as little waste as possible and create small, meticulous batches to reduce excess product. I also researched what could be done with fabric waste from old Recreative garments sent back to us by our customers. 

Fabric scraps are great as bolster or pillow fillers. I am still researching what to do with lint but haven't found a solution to this issue yet.


3. What has been your biggest challenge that you faced, and how did you overcome that?

My biggest challenge was to find a local production facility that was willing to accommodate my low Minimum Order Quantities (MOQs) and still do a quality job. Most manufacturers work with big companies on hundreds or thousands of items in one production run. 

I don't believe in product waste, and as I am self-funded, I wanted to start with a small production run. It took me over a year to find a production facility where I trusted the owner to work with me on a quality product. I got to know the staff there, and they have been working with him for a while. 

It was important for me to find out about the workers' conditions in my supply chain and build a relationship with my suppliers. By investing in local suppliers, I reduce my carbon footprint and also invest in my community. It's a win-win situation for everyone!


4. What do you think are the most important qualities of a successful entrepreneur?

The definition of success is not one size fits all. Some entrepreneurs are concerned with their bottom lines, and that's it. Profitability is their measure of success. In my mind, this is not enough. We've all heard about the Nike scandal with child labour or the KitKat scandal with palm oil deforestation. 

Those businesses have great margins, but at what cost?! For me, success is measured by the Triple Bottom Line (Planet, People and Profit). My business' social and ecological performance is just as important as my financial performance. 

My success is measured by the fact that I know that my products are not hurting the earth nor compromising the health and well being of the workers involved in my supply chain.


5. What are some of the most important factors for running a successful business?

Have a clear vision of what a successful business means to you. How are you going to measure it? If you are a solopreneur like myself, surround yourself with a team of people that believe in what you are trying to achieve. You are going to need supporters along the way. 

Perseverance is key as you'll face a lot of highs and lows. Don't take no for an answer. Keep at it. You don't fail; there are only lessons to be learnt. Understand early on where your strengths lie and find skilled people to do the things you are not great at. Know your audience inside and out; understand their pain points.

6. What are your tips for the first time and aspiring entrepreneurs?

Do a lot of research. Invest a lot of time in market research. I wish I had a mentor from the beginning, someone who was a successful entrepreneur. It would have saved me a lot of money. Don't overthink every decision; go for it. 

Most people tend to want everything to be perfect before launching. Build a social media presence early on in your entrepreneurial journey, share your process with your audience, and give them a glimpse of the behind the scenes. 

Get them excited about the launch of your product/service. Get a basic landing page online and start collecting leads so that you'll have a decent number of subscribers by the time you are ready to launch your website.

7. How can one overcome a hurdle of lack of funds when starting up?

Don't quit your day job just yet! I launched Recreative in March 2020, and I am still working full-time in communications to fund my 'side hustle.' I don't believe in bank loans that early on. Once my product is successful, I'll review this strategy, but at the moment, I am happy being debt-free. 

I do a lot of things myself to keep costs low. I love learning new skills, so I actually enjoy it, but it also means that I am spending a lot of time working on my business and that things take a lot longer to be done than if I hired a specialist to do it for me.

- Aurore Plavis (Founder, Recreative Apparel)