Bembridge, Isle of Wight -- (SBWIRE) -- 09/01/2010 -- High street brands are forced by the customers to compete on price and the fast fashion culture they have created to keep up demand has increased pressure on manufacturers to cut costs and speed up turnaround times at the expense of the environment and the people involved. The focus on price has distracted brands and consumers to the point that they don’t know where clothing comes from and how it is made.

With the lack of information available to consumers, shopping with a conscience is near impossible.

A small eco-fashion brand from the Isle of Wight seems to have recognised that all the fashion industry needs is a bit of communication.

“It's not that people don’t care, they just don’t know” said Mart Drake-Knight, co-founder of Rapanui “it’s all about communication. If you knew an item was made by children or that the inks and dyes used were poured openly into rivers, would you still but it? Consumers need more information if we want them to shop responsibly”.

The brand says that stopping this culture is as simple as communicating – making it possible for people to more clearly see what they’re buying into.

“At Rapanui you can see exactly where our clothing comes from and how it is made on interactive maps – images, video and figures showing the entire product life cycle, from seed to shop. We package all this up into an ‘eco-label’ – just like on food or light bulbs, allowing people to shop quickly, with a conscience.” said Rob.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

Find out more about traceability and Rapanui at: http://www.rapanuiclothing.com/eco

ENDS
Notes to Editor
Photos attached – Martin and Rob – co-founders of Rapanui Clothing Ltd
For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

About Rapanui
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.

Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.

Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry’s Ice Cream and the Marine Conservation Society , and they have now spawned a sister site which aim to help other businesses go green http://www.rapanuiclothing.com/wholesale-organic-clothing.html and find out more about wholesale here http://www.rapanuiclothing.com/blog/retail-eco-clothing-wholesale505.html#more.

Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.