Q&A: Earthletica Founder Libby Babet And The Inspiration Of A Conscious Active Wear
By Paige Lind
During the month of August, I had the incredible opportunity to meet a true trailblazer in the fashion industry, Libby Babet. With a steadfast commitment to sustainability and wellness, she epitomizes the progressive mindset that the industry is longing for. Upon our initial connection, I was fortunate enough to engage in a meaningful conversation with her, delving into her personal journey that ultimately led to the co-founding of Earthletica, a sustainable activewear brand:
Tell me a bit about yourself and your background.
I was a journalist – both news and health/lifestyle – before I was full-time in fitness. I’m the founder or co-founder of multiple businesses across fitness (The Upbeat Bondi), fashion (Earthletica) and FMCG (Chief Nutrition & Beauty Food), as well as business tourism (Nurture Change, an annual event merging health and business). I’m also a mum of two!
Libby Babet
At what point during your journey did you decide that you wanted to create a clothing brand?
Earthletica is my youngest business. It was an area I didn’t expect to find myself in but, like many businesses, was born after I discovered how negatively the activewear space contributed to the environment. Every stage of the production process is energy and water-intensive, and it’s made from synthetic, fossil-fuel-based materials that shed harmful microplastics into the ocean when you wash them. Most brands produce too high of quantities that they end up dumping excess, unworn, non-biodegradable products into landfills.
I waited for years to see the brands I loved switch to sustainable or recycled materials and start to educate the market, but it wasn’t happening. I’d see some brands do ‘sustainable capsules,” but it wasn’t enough. The industry here in Australia needed a push, and the opportunity to work with my co-founder Chris came up and I couldn’t say no!
On Earthletica’s website, you have an ethos of product integrity and quality. How was the process of creating this values statement for your brand?
For us, coming up with our values was an organic process. We gave the company a name that kept us accountable. How could we step into the market as “Earthletica” and not do everything in our power to evolve this industry for both the people and the planet? This was a purposeful play. I wasn’t going to settle for a crappy cut or design, it had to be functional and great quality.
Do you find that your ethos is evolving?
Definitely. We’ve gone from wanting to make better use of what’s available in this space to deliver a more sustainable product to seek out the world leaders in fabric innovation. It’s a big thing to take on and I’m not saying it will happen tomorrow, but we’re now wanting to drive innovation in this space, not just sit pretty with what’s available.
How do you balance the pace at which you integrate sustainable technologies/research?
We started at a place very activewear companies dare to play in, which is using recycled fibers or sustainable fabrics for 100% of our pieces. Even if other companies in the space are doing this, I’ve never witnessed high-performance, compression fabrics made for tough workouts – we have Olympians stress-testing and loving our gear! We’re already looking at next-gen fabrics and innovation in the space, but it is absolutely not a quick process, so we’ve vowed to do the best we can for now and to have a mindset that perfection isn’t the aim of the game. It’s about honesty, consistency, and a growth mindset. We’re constantly striving for better and always communicating where we’re going.
When establishing a textile supplier, what is the process of researching and deciding who to use/who you trust?
Ohhhh it’s a process. We are here to change the industry and work with sustainably focused partners to reduce our waste, water, and energy footprints. We sample-tested dozens of manufacturers, researched the ethos of our shortlisted companies, and asked for their certifications for an independent third-party assessment. We share our environmental data with our sustainability partner, Green Story, who then analyses the life cycle of our products and measures their environmental footprint.
What are your top design considerations when creating a product?
A lot of recycled brands can look a bit “hippie” but we wanted to create a beautiful, timeless, high-end product. This means clean lines, carefully curated cuts, and nothing too “trendy”. We want people to love these pieces for a long time to come.
What makes you the most excited about planning for the future of Earthletica?
I’m learning SO much already, but I’ve been so surprised at how young the space of sustainable activewear is. I’ve found myself in a rapidly growing area of the industry. Some of the fabric innovation processes we’re considering are mind-blowing. At the end of the day, I want to leave a legacy in the industry I love so much.
From journalist to sustainable activewear entrepreneur, Libby Babet is paving her own path for the future of fashion. Her growth and accomplishments serve as a powerful testament to her genuine passion for the activewear community and a more sustainable world.
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In most cases, you can throw on your safety gear, plan a route into the wilderness, and set off to locations unknown, and in most cases, be back in time for tea!