"We did not understand why clothing for daily use had not evolved, it needs so much care and lasts so little, which pollutes creating a garment on the other side of the world," argue those responsible for Sepiia on their business website, which opened in 2016 with the aim of making "comfortable, long-lasting and easy-care clothing with innovative and sustainable materials" and which, after receiving several awards for entrepreneurship and innovation, now opens its first physical store in Madrid (C/ Hortaleza, 102) .
And what's so special? A lot, because Sepiia boasts of having managed to create clothes that do not wrinkle or get dirty while being able to offset their CO2 emissions ("we have already offset all the CO2 generated by our garments and shipments during 2020," they say) and They guarantee that they have not harmed any animal directly or indirectly in the process. It is also sustainable and works with Spanish and Portuguese workshops.
The list of achievements does not end here: the brand claims that it makes "infinite fashion" in terms of circularity, that is, it is recyclable and part of recycled materials, giving rise to garments with "infinite lives".
"Fashion needs to (re) design itself", proclaims one of its slogans, which advocates creating garments taking into account not only how they are going to be used, but what will become of them at the end of their useful life, at the same time as their new store , full of test tubes, shows what happens when one of its fiber jackets gets stained with, for example, liquids.
"Don't let a stain ruin a good day", they say while a video shows how the drops do not penetrate the fabric thanks to its "anti-stain and invisible accident-proof technology", and a photo shows a model pouring what looks like juice of tomato on his green shirt with an almost smile.
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In addition, the fabric neutralizes bacteria that cause body odor thanks to silver nanoparticles, so your clothes are designed to be washed less frequently.
Its technology also invites us to forget about the iron forever.
As for the prices of these technological devices, they range from 34.90 euros (the price of a basic short-sleeved t-shirt) to 74.90 euros for his white shirt, one of the star garments of the house that is you can buy with oversized or slim line.
These are usually essential tops (blouses and t-shirts), in solid tones. There is a section for men, women and children. Look at their star garments.
Sepiia's star garments, which neither stain nor wrinkle
