“When I started Sitting Pretty in 2009, I had no idea what sustainable or ethical fashion even meant. As I became more aware of the environmental impact of the fashion industry and how it did not align with my own values, I set out to make a change and only source natural and environmentally friendly fibres. It was also important to work on the style, making it more versatile and wearable over
a long period of time. More focus on style, less on trends.”
Emma Longden, Owner.
Sitting Pretty is particular about sourcing natural fibres and does not mass produce. The focus is on style and longevity, embracing the slow fashion movement. Sitting Pretty clothes strive to transcend trends and to become well-worn favourites that help the wearer self-express and play with their style.
We produce two collections per year - Autumn/Winter and Spring/ Summer. Occasionally we may do a third with our spring and summer collection being released separately. We do not try to keep up with fast fashion and it is against our values and business model to just churn out styles. We introduced our Core Collection in 2022 – you can read more about this below.
We place a strong emphasis on the materials we use at every point in our business. Right from the inception of creating a garment, we prioritize evaluating the supply chain, focusing on longevity, and addressing any potential fabric constraints. This approach ensures that our designs are conscientiously crafted, taking into account the entire lifecycle of the garment from the very beginning.
In 2013 we moved away from synthetic fibres and have since used natural fabrics exclusively. You can read more about our fabrics and why we choose to use them here.
We are always doing research on material advancements, we remain dedicated to ongoing learning and striving to make the most informed choices. Our focus revolves around ensuring longevity in our products while consistently seeking ways to minimize our environmental footprint. This commitment drives us to explore new innovations, keeping us on a path of continuous improvement for both durability
and environmental consciousness, we do our best with what is available in South Africa.
We are not just synthetic free in our fabric use, every details is considered. We use shell or coconut buttons and metal zips, where the design allows it. Our swing tags are also made with 100% natural fabrics, the tags are made with recycled paper, the fastener is metal and the string is made with 100% cotton.
In 2022, we introduced our Core Collection, centred around classic, enduring pieces that define our brand's essence. This collection is crafted exclusively from premium 100% linen, reflecting our commitment to sustainability. While we aspire to feature 100% linen across all of our collections, the higher cost of pure linen prompted us to curate a selection of timeless staples.
These beloved pieces have remained a consistent presence in our collections over the years. Our customers love these styles for their enduring appeal, recognizing their timeless, versatile nature, and are willing to invest in them knowing they'll be cherished wardrobe essentials for years to come.
All of our prints are designed in house and digitally printed in small runs. Digital printing requires significantly less water compared to traditional printing methods like screen or rotary printing. It minimizes water waste and pollution by using water-based inks that require minimal rinsing. It is more energy-efficient as it doesn’t require the extensive setup and clean-up. The ink used contains fewer harmful chemicals than traditional printing inks, minimizing the environmental impact.
We've transitioned to using eco-friendly paper bags for all our online orders since the start of 2023, as part of our commitment to reducing plastic usage in our shipping operations. This shift aligns with our ongoing efforts to embrace sustainable practices. We do not ship our parcels in excess packaging, even though beautiful customised packaging improves the customer experience and brand recognition, we opt for minimalism in order to decrease excess waste. Additionally, we've consistently used paper bags for in-store purchases, ensuring our commitment to environmentally friendly packaging extends across all facets of our business. We actively repurpose cardboard boxes for our consignment and wholesale sales, prioritizing sustainability over aesthetics. While these boxes might not always appear brand new, our commitment to reusing aligns with our values. We firmly believe that reusing packaging materials is far more beneficial for the environment than solely focusing on aesthetics .