Tala’s Approach to Sustainability and Responsible Consumption

Tala, the popular activewear brand, has undergone a major transformation following a recent investment. Co-founders Beverley and Fowles have expanded the team from nine to 40 people, enhancing every aspect of the business from marketing to design. The brand has also diversified its product offerings, introducing new lines such as swimwear, resort wear, and outerwear, in addition to its signature activewear fabrics.

Initially positioned as an ethical activewear label, Tala has grappled with the challenge of balancing sustainability with driving consumption. While 50% of Tala’s customers are returning customers, indicating positive business growth, the brand acknowledges the environmental impact of continued consumption. Beverley admits that starting a fashion brand is inherently unsustainable, and sustainable fashion is somewhat of an oxymoron. However, Tala aims to be a more responsible choice within its price bracket, emphasizing the importance of creating better, if not perfect, solutions for mass market consumption.

One of the key challenges in producing activewear sustainably lies in the use of synthetic fabrics, which shed microplastics into the water supply when washed. Tala has taken steps to address this issue by promoting the use of microplastic-catching guppy bags and incorporating biodegradable materials like Tencel and organic cotton when possible.

Despite the complexities of sustainable fashion, Tala remains committed to improving its practices and educating consumers on the importance of responsible consumption. By prioritizing product quality and fit, the brand aims to offer a more sustainable alternative to fast fashion equivalents. As the fashion industry continues to evolve, Tala’s approach serves as a model for brands seeking to reconcile responsibility with driving consumption.