This feature will deal with textile quality and why the consumer should focus on the quality of the raw materials in their purchase decision.

The coherence between price and quality articulates the customer expectations for his/her purchase. On the basis of this, companies choose to position themselves according to their feelings to suit the interests of their target groups best possible. Here at E Avantgarde, we have chosen to put the prices in a higher price range where we want to appeal to customers who also focus on the quality of the raw materials and the production process. However, it is difficult to define what good quality implies, but we are proud to say that 80% of our product portfolio lives up to OEKO-TEX, which is the following rules for the production and raw materials that indicate and create a guideline of what extremely good quality implies. By having OEKO-TEX certified products, the companies can assure that their production is extracted under proper conditions, which also allows the customer to feel that they have supported human conditions and not e.g. child labour. In the modern society, there is an increased interest in health and an increasing need, due to allergies. In other forms of production, the raw materials in the production can cause an allergic reaction. This typically appears in poor quality where different synthetic substances are used. This certificate is the world’s leading health mark for textile products, and must therefore, be considered as a well-founded quality check. Here at E Avantgarde, it is not only our production of raw materials that meet these requirements but in recent times we have focused on the fact that our zippers also live up to it. The legislation also indicates under what circumstances production must take place, but the OEKO-TEX certificate is considered to be far more extensive.

We relate to factors like where is the textile material from, since we do not want to support raw material production in miserable conditions. For example, if you buy a cotton t-shirt from China, the cotton may originate from many different countries – not just in South East Asia, and you really can’t know from which country the cotton originates. This is because the cotton is being sold on cotton stock exchanges, and before the cotton fibres are spun, they may mix with different batches of cotton from other countries. In this way, it can be very difficult to trace the specific cotton back to the country of origin. Instead, you can ask for raw materials from producers who have ecology certificates. This ensures that the production has taken place under fair conditions, which is something that we at E Avantgarde focus on. We feel that it is the responsibility of companies to check these issues as we need to support human rights, as we do not want to support, for example, forced labour.

We hope that you appreciate all the measures we have taken to provide you with the best possible quality products. At the same time, we hope that this feature may contribute to the future focusing on selecting products offered by companies with this certificate so that we can support a good case together and make the world a better place. One step at a time. Finally, we hope you read again the next time here on the blog.