"Not only the quality of fibers/materials of a product play a big role. Also, the processing technique is totally important."

small-shops: Hi, Tine! You are a young designer with a 13 years professional career in the fashion industry. How did you feel when you started your own label Afora.World short time ago?

Christine Metz: I always wanted to start my own label. That's why it feels fantastic. Totally exciting and thrilling. But of course also with a lot of respect.

small-shops: Afora means “all for all”: Your brand cares for your customers as well as the environment and animals. This is a great philosophy. How do you put this idea into realisation?

Christine Metz: By questioning every step I take with AFORA.WORLD. Starting from the development of the products (raw materials, producers, transport routes, etc.) to collaborations with the various partners (photo shoots, B2B customers, retailers...). Also the packaging and delivery of the goods to the customer was a big theme. I also do a lot of surveys with the customers themselves. Every mini step and every decision I try to make as fair as possible for all parties.

small-shops: Let’s talk about your creations: Your brand’s fabrics and materials come from a Dutch-Turkish producer of organic and bamboo clothes. What are the characteristics that make these materials a qualitative choice for both costumers and the environment?

Christine Metz: We just use 100% organic materials without any elastane! Elastane are stretchable plastics and cause microplastics. We have developed our jersey materials ourselves with the producer; So that they have no elastane in them - and yet are slightly elastic. In addition, we do not try to mix any fibers. Mixed fibers are generally very difficult to separate and therefore difficult to recycle. The organic cotton for example is hand-picked; the fields are located close to the production cities, making the supply chain incredibly small.

small-shops: Being eco-friendly is a super commitment with a lot of responsibility. Could you tell us more about transparency of your production process?

Christine Metz: I know my producer in person. And he gave me all transparent information about the supply chain. So he knows the workers on the organic cotton fields, he knows the workers of the dying company and also the embroidery house in person and work with them a long time. He only works with certificated companies as well. As soon as I can visit him, he will show me every single step from plants to packaging.

small-shops: Longevity is a contribution you make to sustainable fashion. How long can your products life be, when the advice in “material and care” is followed?

Christine Metz: Not only the quality of fibres/materials of a product play a big role. Also the processing technique is totally important; To use a stable yarn, to dye in a natural way without chemicals, to use the correct sewing machines, tools and trimmings. Taking all these points into consideration - our products can last a very, very long time.

small-shops: Afora.World cares about the environment, about its customers, but also about Its employees, who seem very excited to work for you. How do you keep your personnel motivated?

Christine Metz: I am still a One Woman Show but I have a lot of helper for every area in which I am not well familiar with, like technology, online marketing or social media. Johanna Braun is 5h/ week responsible for social media for example. We have a friendly relationship. Transparency and honest communication is always the most important thing for me.

small-shops: You showed a big and remarkable engagement by reducing your CO2 emissions to zero by planting 1000 trees per year. Where and how do you plant them?

Christine Metz: This is a project my producer is doing every year near by Izmir. Hopefully Covid will allow to take part by myself for the next tree planting!

small-shops: What will be your next step towards eco sustainability?

Christine Metz: For now it is important to grow with the label. And this doesn’t mean to expand or something. It means we now have to become better known by the people and establish the story first of all. Than we just go our way step by step with being faithful to our philosophy.

small-shops: If you could change one little thing in the world. What would it be?

Christine Metz: Puh, this is tricky. Perhaps for now I would abolish selfishness to make people looking first of all at each other and surroundings than at themselves :)