On August 26, 2003, designer Joanna Notkin launched her new line of ecologically sensitive fashions at the Design Exchange in Toronto. Initially, the opening night of the exhibit was scheduled for August 14, the day of the blackout. Ms. Notkin noted the irony of the coincidence in making her point that it’s time for consumers to act on issues of conservation and sustainability.
The design venture LoooLo is the outcome of two years of research into the global pollution caused by production methods and materials used in the textile industry. The idea emerged when the designer recognized that materials traditionally thought of as "natural" (such as cotton and wool) are actually laden with pesticides and chemical finishing processes. In fact, cotton crops use over 25 per cent of the world’s pesticides, which often seep into water tables.
The word "LoooLo" is a visual representation of 100%, referring to 100% of the aspects of product design, including the environmental and sustainable aspects.
The newly formed company creates textiles and use materials that are organically grown or chemical free and compostable. The materials include wool, silk, and Tencel, a new fibre made from wood grown in sustainable forests.
For further coverage and event photos, see the October/November edition of the magazine or contact Joanna Notkin at firstname.lastname@example.org