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First Base X The Human Kind Project #ITSCOOLTOBEKIND

Last week, a group of 12 EPIC women from the fitness, wellness, fashion and arts worlds banded together for a shoot on Bondi Beach to capture the #itscooltobekind movement – a collaboration between First Base and The Human Kind Project.

The Human Kind Project exists to end poverty and hunger in the world by 2030, aligned with the Global Goals. Their vision is a world where every woman, man and child has access to education, health and opportunity; a world in which all humans are empowered to live a fulfilled life.

We have created an exclusive #itscooltobekind tee for HKP with 100% of the proceeds from the sale of this tee to go towards programs that help provide education to girls who are not
able to attend school during the day due to family responsibilities such as farming, livestock breeding and household chores.

Through this funding, quality education will be provided to girls via solar light at night schools within her community. 
The informal environment utilizes innovative learning tools to teach literacy, democratic values, environmental sustainability, mathematics and scientific skills.
This combination of making academic subjects relevant to rural lifestyles empowers girls to become active participants and leaders in their communities.

Jacinta McDonnel, founder of The Human Kind Project said, “The impact we can make from this collaboration is extraordinary. Investing in girls education is an investment in sustainable economic growth, a healthier workforce, and the future of our planet and this partnership enable us to provide educational opportunities for girls and women in rural India.”

Ali Cotton, Founder of First Base adds, “2018 for us is about continuing to give back and by partnering with The Human Kind Project, we are able to assist communities around the globe in a truly meaningful way.”

For more information visit www.humankindproject.org


SHOP YOUR OWN #ITSCOOLTOBEKIND TEE HERE AND HELP AFFECT POSITIVE CHANGE!

THANKS TO ALL THE BEAUTIFUL HUMANS WHO CAME TO SUPPORT THIS PROJECT. YOU’RE ALL LEGENDS!

AND A BIG THANK YOU TO JODY PACHNIUK FOR THE IMAGES! WE <3 YOUUU.

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PLASTIC FREE JULY

In case you haven’t heard already, its Plastic Free July.
And in case you have been totally disconnected from life in the modern world,
let us break down for you what Plastic Free July is all about.

Somewhere along the way, we became a throwaway society…
Something breaks? Throw it.
Bored of something? Ditch it.
Don’t need something no more? Bin it.

This mentality has now delivered us an ocean full of plastic,
landfills that are breaching their boundaries
and natural ecosystems that have come under serious threat (understatement!).

Every year, 8 million metric tons of plastic ends up in our oceans.
Now I have no idea actually how much that is but I do know one thing – that’s a fucking lot.
Too much one might even say. It’s time to get serious.

So, this July join us and the Plastic Free July movement
to take positive action towards creating a better tomorrow for our mother Earth
and all us humans so we can enjoy clean glassy waves, pristine beaches and thriving reefs to explore.

Get involved by saying no to single-use plastics!

Do you need a straw with that? Absolutely fucking not.
Negroni’s taste better when you drink it straight from the glass anyway.

How about a plastic grocery bag? Nup, I brought my own reusable bag thanks mate.

What about my morning coffee ritual? Invest in a Keep Cup and be a decent human already.

At First Base we went plastic-free a looonnnnggg time ago by making big
and small changes throughout our complete business, from biodegradable poly bags to Keep Cups.
We’d love your help to get more people going plastic free
by asking your favourite brands or businesses what they are doing to
go plastic free to help affect positive change.

Take the pledge to join Plastic Free July and the First Base Crew on making a difference.

SIGN UP HERE

PS Tell your mates

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FIRST BASE X NO SHOES NO WORRIES

Meet Andy.
She’s the irreverent, effervescent surf babe behind
one of our favourite blogs, No Shoes No Worries.

To sum Andy is not possible, but we will try all the same.

She is like a Pina Colada on a stinking hot day… a glassy left with no one on it…
and hazy salt water hanging in the summer air.

In other words, she’s the girl you want to be or at least be best friends with.

We’ve labelled her the love child of Claudia Schiffer and
Elle MacPherson for obvious reasons…
the resemblance is actually uncanny.

We borrowed Andy for a few hours and took her off the beach
and onto an inner city rooftop and asked her to pose in our latest
gear and act warm when really it was freezing.

We also asked her all the hard-hitting questions so you could fall in love with her just like we have.

Enjoy

1. FULL NAME, AGE & OCCUPATION?

Andy Kovszun, 25,  Freelance Writer, Yoga Instructor, creator of No Shoes No Worries.

2. WHERE ARE YOU FROM?

I grew up on a small island in the Caribbean, called St.Martin.
I spent most of my childhood there, then moved around between the U.S and Europe. I’ve called Australia home for the past 5 years.

3. WHY THE NAME “NO SHOES NO WORRIES”?

It’s from the Bob Marley song “No Woman No Cry” — I really don’t like shoes, when I moved from the island, St.Martin, to France where I had to go to uni, I started wearing shoes, and it would make me cry (well… sort of, I just found them really painful and missed digging my toes in the sand). I started the blog/instagram to keep my island vibes strong. 

Ultimately, No Shoes No Worries is a way of life. It brings together women who have a connection to the ocean and the mind-body-soul experience. It’s your feet on a surfboard, in the sand, on your yoga mat. It’s following your heart until you reach your wildest dreams and never giving up. It’s a rhythm, a lifestyle where women are encouraged to be happy, strong, and thrive in everything they set out to do.

4. WHY DID YOU DECIDE TO BECOME A YOGA TEACHER?

I’d been practicing since I was 15. I always had the lingering thought that I should do it, but it wasn’t until I moved to Australia that I really, really got into it. I was between uni degrees and looking for a sense of purpose.
I guess my decision was more from a personal standpoint. I loved the physical practice of yoga but I wanted to understand the philosophical and spiritual side more, and actually understand what was going on in my body.  The timing was perfect, so I dove right in and did my teacher training. I didn’t really expect it to unfold as it has, but it’s been the decision I’ve ever made.

5. FAV SURFING DESTINATION?

Sri Lanka and Cellito Beach, on the Central Coast. 

6. BIGGEST IRRATIONAL FEAR?

Oranges. Hate the smell, look, and texture. And maybe even the colour. It’s been my biggest irrational fear since I was a child. And I have no idea why. 

7. BEST ADVICE YOU’VE EVER RECEIVED?

“Fake it ’til you make it.”  and “Do something every day that brings you closer to your goal. Even if it’s just pinning an image on pinterest that inspires you or writing down a sentence. Consistency is key.”

8. 2018 GOALS?

Write more. Create More. Explore more. Oh, and get my drivers license.

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#WHOMADEMYCLOTHES?

 This week is Fashion Revolution week.
This year is the 5th anniversary of Fashion Revolution, which started after the collapse of Rana Plaza factory.
Fashion Revolution grew out of this tragic incident and ignited the world’s biggest fashion activism movement for a fairer, safer fashion industry.

At FIRST BASE we stand with the Fashion Revolution movement and have made sure our company and supply chain is completely transparent.
Our garments are manufactured in China and are proudly ethically produced.

BUT WHAT DOES THAT REALLY MEAN?

It means that we have all our factories independently audited by a third party to make sure that they are WORLDWIDE RESPONSIBLE ACCREDITED PRODUCTION (WRAP) compliant.

If you are interested in reading about what WRAP is, please click here.

At FIRST BASE we believe in the importance of basic human rights within the working environments of our factories.
Therefore, we also visit our factories annually so we can physically see how business is being done and say thanks to the people who tirelessly make our garments.

Our supply chain is completely transparent – you can check out our supply chain on our Ethical Page on our website.

So, what can you do as an individual? Firstly, you can start by asking any of your favourite brands #WHOMADEMYCLOTHES? A simple comment, email or tweet will work and you can join in on the movement by following any of the links below.

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EARTH DAY 2018

THE WORLD’S LARGEST ENVIRONMENTAL MOVEMENT.

Earth Day started with hundreds of people taking to the streets back in 1970 on the 22nd of April to protest 150 years of industrial pollution and the effect that pollution was having on the biodiversity of the planet.
Since then it has become a global event with an estimated 1 billion people participating in 192 countries worldwide.

This year Earth Day’s main focus is to end plastic pollution, which we at FIRST BASE are totally on board with.
Plastic is poisoning our land and oceans, injuring marine life and affecting our health…AHH!
8.3 BILLIONS TONS of virgin plastic has been produced on our planet, to date.
12% has been incinerated creating toxic chemicals within our environment AND only 9% has been recycled.

THAT MEANS A CRAZY 79% HAS BEEN LEFT TO GO TO LANDFILL AND TO ACCUMULATE IN OUR ENVIRONMENT… NOT COOL.

Most people are aware of the impact that plastic pollution, including plastic bags, can have on our marine wildlife.
However, it is not only our animals that are affected by the number of plastics within the environment.
Did you know that 83% of tested water samples in major metropolitan areas were contaminated with plastic fibres? How do you feel about drinking plastic?
It’s not that crash hot if you ask us, and I doubt our marine life like it either.

At FIRST BASE, we have always been keen on reducing the number of plastics we produce.
We noticed how problematic plastic was from the get-go, as originally all our individual products were coming in individual plastic poly bags.
Ultimately, this meant that hundreds of plastic bags each year were being thrown away and added to that ridiculous amount of plastic already in the environment.

WE ARE TAKING STEPS TO REDUCE OUR PLASTIC USAGE HERE AT FIRST BASE…

After doing a bit of research into recycled plastic and finding that it uses a significant amount of water and produces quite a few harmful chemicals (mmm… NOT TO GREAT), we decided to invest in the most sustainable option, BIODEGRADABLE PLASTIC.

You can now rest assured that if you buy any products from FIRST BASE, you would receive your products in D2W BIODEGRADABLE PLASTIC.
This plastic will degrade completely within 3 – 5 years without leaving any harmful chemicals in the environment and without adding to the number of plastics that are already making it into our waterways.

If you want to see what you can do as an individual to help end plastic pollution for the Earth Day movement, click here.

SO, HAPPY EARTH DAY, and we at FIRST BASE hope today, and every day, you take a little time to think about what you can do to make a positive impact on the environment.

 To read up on the history of Earth Day, click here.

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FIRST BASE x SOULCYCLE EXCLUSIVE

We teamed up with the ultimate spin studio,
SoulCycle, to create a capsule range for selected SoulCycle studios across the US and Canada + online at soul-cycle.com
SoulCycle is a revolutionary indoor cycling studio that
has a devout following from coast to coast in the states.
SoulCycle delivers a high intensity and high sweat workout which combines muscle-sculpting
strength training and rhythm-based choreography, for a full body work out that
will tone and tighten all the right areas.

And all that action needs slick activewear to get the job done – which is where we come in.

We put together an exclusive look for the SoulCycle community
that would take them through their spin class with ease and also have
them looking the goods when they hit the street after their session.

You’re welcome.

Shop it now exclusively at soul-cycle.com.

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PEOPLE WE LOVE THAT ARE DOING GOOD THINGS

SO IT’S VALENTINE’S DAY HERE IN OZ, BUT WE DON’T REALLY DIG THE WHOLE COMMERCIAL ASPECT
OF IT AND ALL THE LOVEY DOVEY THINGS THAT COME WITH IT.

INSTEAD, WE THOUGHT WE WOULD USE THIS DAY TO CELEBRATE 4 PEOPLE THAT WE ARE LOVIN’ BECAUSE THEY COULD ACTUALLY
SAVE OUR PLANET WITH THEIR CONSERVATION EFFORTS, SUSTAINABLE PRACTICES, AND ENDLESS CAMPAIGNING …
AND YES IT WOULDN’T BE A TRUE VALENTINE’S LIST WITHOUT OUR BOY LEO THROWN INTO THE MIX.

1. LEONARDO DICAPRIO

SO, OLD MATE LEO CERTAINLY ISN’T JUST ANOTHER PRETTY FACE (CIRCA 95’).
IN 1998 HE STARTED THE LEONARDO DI CAPRIO FOUNDATION.
A FOUNDATION DEDICATED TO THE LONG-TERM HEALTH AND WELLBEING OF ALL EARTH’S INHABITANTS. NO EASY FEAT.

THE FOUNDATION ALONE HAS AWARDED OVER US$80 MILLION IN GRANTS SINCE 2010, IN ORDER TO COMBAT ENVIRONMENTAL ISSUES ACROSS ALL FIVE OCEANS. NOT A BAD PAYBACK SEEING AS LEO STATES THAT NATURE FREELY SUPPLIES US WITH AN ESTIMATED $100 TRILLION IN ECOSYSTEM SERVICES PER YEAR. NATURAL SYSTEMS LIKE FORESTS, WETLANDS, AND MARINE ECOSYSTEMS GIVE US CLEAN WATER, FRESH AIR, AND ABUNDANT FOOD, WHILE ENSURING A BALANCED CLIMATE SYSTEM.

LEO, HAS ALSO USED HIS PUBLIC PERSONA AND INFLUENCE TO REACH OUT ACROSS THE WORLD TO RAISE AWARENESS ABOUT THE ISSUES HIS FOUNDATION COMBATS. IN 2016, HE PRODUCED A DOCUMENTARY, CALLED BEFORE THE FLOOD, WITH FISHER STEVENS, ABOUT THE IMPACTS AND EFFECTS OF
CLIMATE CHANGE ON TODAY’S ENVIRONMENT.

WE TOTALLY JUST GAVE YOU ANOTHER REASON TO SWOON OVER HIM HEY?

2. ALI COTTON

WE COULDN’T REALLY COMPILE THIS LIST WITHOUT OUR VERY OWN BOSS LADY, ALI COTTON.
PIONEERING THE WAY FOR OTHERS IN IMPLEMENTING ETHICAL AND SUSTAINABLE PRACTICES WITHIN HER COMPANY, ALI HAS BEEN A GAME CHANGER
IN THE FASHION INDUSTRY AND SOMEONE WHO WE ADMIRE BECAUSE OF IT.

AT FIRST BASE WE AIM TO CONSISTENTLY REDUCE AND HOPEFULLY ONE DAY, ELIMINATE THE ENVIRONMENTAL COST THAT COMES WITH RUNNING A BUSINESS. THERE ARE MANY WAYS WE CAN REDUCE THIS COST. STARTING IN OUR STUDIO, WE RECYCLE OUR INK CARTRIDGES, USE ONLY RECYCLED PAPER PRODUCTS, USE ECO-FRIENDLY CLEANING PRODUCTS AND LIMIT THE USE OF OUR APPLIANCES.
IN OUR PRODUCTION WE HAVE INTRODUCED ECO-FRIENDLY FABRICATIONS SUCH AS ORGANIC COTTON, SUSTAINABLE BAMBOO, AND RECYCLED NYLON.
WE ARE ALSO STOKED TO BE ABLE TO SAY THAT ALL OUR POLY BAGS ARE MADE FROM D2W BIODEGRADABLE PLASTIC, WHICH WILL DEGRADE COMPLETELY WITHIN 3-5 YEARS AND LEAVE NO HARMFUL TRACES IN THE ENVIRONMENT.

ALI IS CONSTANTLY THINKING OF NEW WAYS IN WHICH WE CAN LIMIT OUR CARBON FOOTPRINT TOO,
WE TEAMED UP WITH CARBON NEUTRAL AUSTRALIA TO BRING OUR PLANT -A- TREE PROGRAM TO LIFE.
EVERY TIME YOU SHOP WITH US ONLINE YOU HAVE THE OPTION TO CONTRIBUTE TOWARDS PLANTING A TREE
TO ASSIST IN OUR EFFORTS TO HELP COMBAT GLOBAL WARMING.

THERE ARE SO MANY OTHER REASONS WHY WE LOVE OUR GIRL ALI TOO, BUSINESS ASIDE.
SHE CAN MAKE A PRETTY MEAN VEGAN RAINBOW CAKE AND SHE CAN THROW DOWN A DANCE MOVE OR TWO AFTER A FEW GINS.

CHECK OUT OUR SUSTAINABLE PRACTICES AND OUR ETHICAL PRACTICES.
PLUS VIEW OUR #COOLTOBEKIND CAMPAIGN HERE.

2. DAVE RASTOVICH

AS ONE OF SURFING’S MOST PROLIFIC AND RESPECTED WATERMAN, IT’S NO SECRET DAVE “RASTA” RASTOVICH SEES THE WORLD THROUGH A UNIQUE LENS.
ONE FILLED WITH HUMILITY AND POSITIVITY.

DAVE RASTOVICH IS AN AUSSIE RAISED FREE SURFER WHO IN 2004 TEAMED UP WITH OCEAN ARTIST/ACTIVIST,
HOWIE COOKE, TO CREATE THE NON FOR PROFIT VOLUNTEER GROUP, SURFERS FOR CETACEANS.
THE GROUP AIMS TO MOBILISE SURFERS AND OCEAN CREW WORLDWIDE AGAINST THE HARASSMENT, CAPTURE, AND KILLING OF WHALES, DOLPHINS, AND OTHER MARINE MAMMALS.

NOT ONLY DID HE START S4C HIS EFFORTS WITH SEA SHEPHARD, THE OCEANIC PRESERVATION SOCIETY, THE INTERNATIONAL FUND FOR ANIMAL WELFARE,
AND MANY MORE ENVIRONMENTAL GROUPS AREN’T GOING UNNOTICED. HE WAS AWARDED ENVIRONMENTALIST OF THE YEAR IN 09’.

IF YOU ARE INTERESTED IN LEARNING MORE ABOUT WHAT THIS ULTIMATE CHILLA GETS UP TO
WATCH HIS 2011 AWARD WINNING DOCUMENTARY, MINDS IN THE WATER  OR CHECK OUT S4C HERE.

2. HENRY STRETEN AKA FLUME

BORN IN SYDNEY’S NORTHERN BEACHES, HENRY EDWARD STRETEN, KNOWN AS FLUME TO ALL OF US, IS AN AUSTRALIAN RECORD PRODUCER, MUSICIAN AND DJ.
HE’S A PRETTY COOL DUDE, AND THE GRAMMY AWARD WINNING ARTIST HAS JUST TEAMED UP WITH GREENPEACE TO TRY AND MAKE A POSITIVE IMPACT
ON ONE OF THE 7 WONDERS OF THE WORLD, OUR OWN GREAT BARRIER REEF.

LATE IN 2017 FLUME AND GREENPEACE RELEASED A MUSIC VIDEO THAT HIGHLIGHTS THE MAJOR IMPACT THAT CLIMATE CHANGE AND
FOSSIL FUELS HAVE HAD ON AUSTRALIA’S GREAT BARRIER REEF. FLUME IS USING HIS MASSIVE SOCIAL
FOLLOWING TO DRAW ATTENTION TO THE ISSUE AND TO TRY AND EDUCATE AS MANY PEOPLE SO THAT WE CAN WORK TOGETHER AS ONE TO  SAVE THIS NATURAL AUSTRALIAN ICON.

WATCH THE EPIC VID HERE.

YOU CAN SIGN THE PETITION TO PROTECT OUR REEF HERE.

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TOTALLY BUF

MEET THE REVOLUTIONARY NEW GIRL GANG OF WOMEN’S HEALTH GURUS!

We caught up with Libby Babet (founder of Buf Girls), Cassey Maynard, Alicia Beveridge and Sian Johnson down at Bondi Beach a few weeks ago, we put them in some of
our gear and boy did they turn some heads!

We also managed to get our hands on their recently published new book ‘Totally Buf’ which was written for a new generation of healthy-minded, empowered women who care
more about what their body can do than how it looks.
It is a transformation program based on the girls’ globally recognised 6-week online plan.
Sounds pretty epic huh? Check it out here.

LIKE WHAT YOU SEE? CHECK OUT THE BUF GIRLS HERE

PHOTOGRAPHER: JODY PACHNIUK
LOCATION: BONDI BEACH

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BEAUTICATE WITH ALI COTTON

The Beauticate team recently popped over to our boss lady, Ali Cotton’s humble abode in Bondi to discuss her beauty icon, the products that give her an enviable glow and the importance of taking care of your looks by working from the inside out.

We hope you enjoy reading all her lil’ beauty secrets as much as we did!
Read on for more or check out the full article here.

I fell into my job.

I wanted to be a pro surfer. But I always drew, painted, crafted… and I loved fashion. Really, it’s my second love next to being in the water. When my dreams of being a pro surfer were dashed – not enough talent and an injury that kept me out of the water for 5 years – I turned to fashion. I love that I’m building something bigger than myself and working with an amazing team of girls every day. It’s powerful.

The first beauty product I ever owned was Oil of Olay moisturiser.

My mum used it and bought me a bottle as my first moisturiser. I felt so grown up. My biggest beauty faux pas was overdoing the fake tan. I went through a phase in my early 20s where I clearly had lost perspective of how brown I was getting, not only from being in the sun but then fake tanning over the top. I see those photos now and wonder why none of my friends told me I was literally orange!

I’m certainly more on the minimalist side of things but I am a sucker for a new wonder product…

… that is apparently going to change my life! My process isn’t super complicated and the older I get the more I find myself simplifying things. I’d just rather be at the beach or hanging out with friends than labouring over my bronzer. I typically don’t have much time in the morning as I’m always rushing back from yoga or training and have 30 minutes to go from sweaty to sexy – I have to keep it relatively minimal. I do use Palmers Coconut Oil because I love everything oil and it isn’t much fuss with the pump. I mix this up with the other body oils I use for my legs. I also love Kate Somerville Tanning Towelettes for when I need a bit of a colour – they don’t streak and they leave me with a super natural glow.

Spending time at the beach is how I typically wind down after a long day.

That’s really my answer for everything! I do a fair bit of yoga and I attempt meditation but that’s a work in progress. My husband is a yoga teacher so I practice his classes at Body Mind Life in Bondi twice a week. I mix that up with three sessions of weight training a week at Base Gym with the Base Body Babes. I love these girls. They’re great trainers and their style of weight training has really helped shape and redefine my body, while the yoga helps keep things long and lean. I also love to put on some music, pour myself a gin and just cook – I find that super relaxing, and when you’re done you have an amazing meal.

READ THE FULL ARTICLE ON BEAUTICATE HERE

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CLIQUE MAG

STRAIGHT FROM BONDI, SYDNEY, FIRST BASE IS OUR GO-TO ATHLETIC LABEL FOR CLEAN, GREAT BASICS. FOUNDED IN 2013 BY ALISON COTTON, FIRST BASE WAS CREATED OUT OF A LOVE FOR SURFING AND SPORT CULTURE, AND THAT’S CERTAINLY SEEN THROUGH THE BRAND’S MINIMAL AND RELAXED DESIGNS.

FIRST BASE VALUES ETHICAL AND SUSTAINABLE PRACTICES AND KEEPS THAT AT THE CORE OF EVERYTHING THEY DO. FROM ETHICALLY PRODUCING THE CLOTHING IN CHINA, TO THEIR BIODEGRADABLE PACKAGING, FIRST BASE EVEN HAS A PLANT-A-TREE INITIATIVE TO GET CUSTOMERS INVOLVED AND THINKING ABOUT HOW WE CAN DO OUR PART TO HELP OUT THE ENVIRONMENT. WE CAUGHT UP WITH FOUNDER AND DESIGNER ALISON COTTON TO GET THE DOWN LOW ON THE BRAND.

WHY DID YOU START FIRST BASE?

I have always liked building things, there is satisfaction in that, and I wanted to build something that was much bigger than me and that spoke to people like me with a similar take on life and style.

I wasn’t seeing anything in the market in sportswear that I was really excited about. Everything was pretty serious and technical and, to me, wasn’t fun. Plus, I like a challenge and man did I get that!

 

FIRST BASE DESIGNS ARE MINIMAL AND A LITTLE RETRO. IS THIS A REFLECTION OF YOUR OWN PERSONAL STYLE?

Absolutely, I have a very laid-back style that relies heavily on great basics and a tonne of jacket options! I typically like details that are clean and strong and not overly styled. Trying too hard isn’t really my thing. This aesthetic naturally flows into our collections, although we do also blend my core ideas on style with what our customers are asking for and where we see sportswear going. It’s important to have a clear creative voice but to also remain relevant.

WHY IS IT IMPORTANT THAT FIRST BASE EXISTS SUSTAINABLY?

For the very simple reason that it’s the right thing to do. It’s our belief that it shouldn’t be considered optional; it should be how everyone in life and business is approaching what they do. We don’t claim to be perfect, we certainly aren’t and we are very much still a work in progress with our journey into sustainability. However, it’s all about making those small daily positive changes to reverse some of the gnarly shit we’ve done to this planet.

WHAT OTHER IMPORTANT VALUES UNDERPIN THE FIRST BASE BRAND?

Producing in an ethical fashion is also one of cornerstones of the brand’s values. And again, for the simplest reason: that it’s the right thing to do. We are really talking about basic human rights when we talk about ethical working conditions, so it’s not something that deserves a medal, it should be the norm. Hopefully with so many great movements like Fashion Revolution pushing hard on the subject, we will continue to see companies of all sizes make positive change happen.

Outside of the seriousness of sustainability and ethical production we like to have fun and not take life too seriously—that’s actually super important to the brand and our overall messaging. Life can get pretty heavy sometimes and keeping things light and remembering to relax and have a vodka can be some good yin to the yang.

TELL US ABOUT THE PLANT-A-TREE PROGRAM, HOW DID THIS COME ABOUT?

We did a lot of research about carbon footprint and emissions, as we wanted to do something positive to reverse the impact that we were having as a business in this space. It also had to be something that could be counted to give real meaning and depth.

Planting trees is the best way to assist in offsetting the carbon emissions we produce as a business, plus it has a whole host of other positive effects on the environment, including increasing bio diversity and creating a renewable resource—once we did the research it was a no brainer.

We also wanted to get our customers involved and help spread the message of what we were doing. So now every time someone shops online they can choose to contribute $2 to our plant a tree program, we then match that amount which means that the total contribution can plant a tree. We have a tree counter on the website to track our progress. So far, our customers have helped us plant 566 trees since we launched the program 12 months ago.

THE RECENT OPENING OF YOUR FLAGSHIP STORE MUST BE SURREAL! WHY WAS IT IMPORTANT FOR YOU TO OPEN A PHYSICAL STORE RATHER THAN REMAIN ONLINE AND IN STOCKISTS?

Yep this definitely has been a big deal for us—given how we are tracking so far, I certainly see us expanding our retail network further, which is exciting.

It was really important for us to have our own physical space to reach our customer on a very real and personal level and be able to deliver to them the broader brand vision. We want to continue to connect with our customer and going face to face, in a world that is so dependent on the digital, is the best way to do that.

THANKS TO CLIQUE MAG FOR THE CHAT!