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ANTTI is here to liberate and aid humanity towards a strangely easy and carefree way of life with practical and effortless clothes that are exclusively thought of and designed to be worn.
ANTTI is freedom of choice, it’s whatever you want it to be and that’s the beauty of it. It’s anti-mainstream, anti-waste, anti-fast-fashion, anti-cliché, anti-stereotype, anti-stress…
ANTTI is metamorphosis; it’s everything and nothing. There’s no right or wrong. We dare you to be bold and to express yourself, so if something isn’t ripped, wrinkled or frayed already, wear it until it is.
ETHICS AND SUSTAINABILITY
Our plan is to unite a mass of already cool people by wrapping them in liveable, fashionable threads and inspiring them to become even cooler. But being cool isn’t just about WHAT you wear, it’s about where your clothes comes from, who made them and the ideology behind it all.
ANTTI goes against mainstream industries, fast-fashion, slavery, degradation of our environment and other anti-ethical practices – as the name indicates for itself. We want to help people understand the concept of slow-fashion and not following mainstream trends. We take our time to carefully design and produce small limited-run capsule collections in Sydney, Australia, where everything is closely managed and made with love in small family-owned factories.
Most of our fabrics are sourced from Sydney-based remnant warehouses, which are companies that purchase ends of fabric rolls that would otherwise be discarded by other companies, and resell them to businesses such as ANTTI, who reutilize that fabric rather allowing it to become landfill. Our garments do not undergo chemical treatments, nor do they use any harsh dyes to avoid water contamination and minimise the use of “invisible water” in our manufacturing processes. At the end of production, our fabric off-cuts are recycled and made into punching bags – no waste.
ANTTI does not use plastic in design, development, pre-production, manufacturing or post-production. This means no plastic bags, no plastic tags, no plastic hangers. Our shopping bags and packaging are plastic-free as it should be.
As a new business, there are several limitations and hurdles to overcome in order to become a fully sustainable label, but we sure are playing every single card within our reach in order to get closer to our goal without compromising what we have created as a concept. We don’t just sell clothes, we offer a lifestyle through products that were made to stand out in an over-saturated market filled with low-quality, mass-produced brands and over-priced labels. There are no dirty secrets at ANTTI because we think honesty is sexy.
This is ANTTI, we hope you like it as much as we do.