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How One Decision Can Impact the Way Clothing is Made


The clothing industry contributes to 10% of the world’s pollution. The use of genetically modified organisms (GMOs), highly hazardous chemicals (such as azo dyes and formaldehyde), unethical labor practices labor, are amongst the list of standard practices for the majority of apparel manufacturers. 

But we can change this. By raising your standards and demanding more. Because what you buy, is what the future of the apparel industry will become.




At Nui, we are driven by a deep responsibility to people and the planet, making sure we produce the most ethical and environmentally conscious products possible. This means it is not just the end product that matters, but that the entire production process - from seed, soil, animal, farmers, growers, manufacturers and end consumer - we see a standard that sets our bar higher than others. 

Because it matters. In a world where environmental transparency is becoming expected, the level to which that is interpreted is left to the consumer, which unfortunately, is often lost in the translation. 

Otherwise known as “green washing”, we want to remove the wool being pulled over many people’s eyes so you can make informed and educated decisions about the brands you support.

Because at Nui, good is not good enough. We proudly seek the Global Organic Textile Standard (GOTS) certification, the world's leading textile processing authority for organic fibers.

Because it matters.

When Nui first was founded in 2004, our Founder Amanda Searancke was among the first brands to introduce certified organic and natural fiber clothing to the marketplace - offering organic merino apparel with the New Zealand BioGro certification.  What was once a new concept, is now - thanks unfortunately to climate change coupled with rising consumer awareness and demand - becoming more mainstream and even forcing new ecological standards and certifications on a global scale.

But what appears to be “good”, is rarely good enough.

We demand more, so you get more. More transparency. More environmentally conscious clothing. More ethical standards.


GOTS stands for Global Organic Textile Standard, and since it was established in 2006, it has set the highest worldwide standard for the processing of organic fibers. This comprehensive standard covers the entire textile chain—from the sustainable, ethical harvesting of organically grown plants through eco-friendly and socially responsible manufacturing and labeling practices.


Don’t get us wrong - every step towards organic, natural and sustainable products is one we applaud. But it’s only part of the story.

Unfortunately, uncertified organic textiles, fabrics, yarns, and clothing can be labeled organic without accountability. This is where demanding more and knowing the brand you buy from demands more, matters. It matters because of one word, chemicals.

The more natural organic fibers, the less chemicals. Nui organic merino wool is free of pesticides, formaldehyde, polyester, foams, dioxins and other additives used in conventional manufacturing practices. The sheep are grazed on pesticide free land and are never sprayed or dipped in toxic chemicals as is commonly practiced in conventional wool production systems. 

Organic sheep are bred for resistance to parasites and are fed on organically certified pasture to build healthy immune systems. Mulesing (the removal of wool and skin near the sheeps rear end to prevent fly-strike) is not practiced. Land is not overstocked, causing less stress to pasture and sheep. Organic sheep are happy sheep. We like happy sheep.

This is far different from the 8000 chemicals known to be used in the modern textile industry. Chemicals that are known carcinogens and hormone disruptors. Case in point, a high quality organic merino wool garment is naturally hypoallergenic. But those that are allergic to wool, may actually be displaying a reaction to the harsh scouring agents, dyes and chemicals used in conventional wool production and not the wool itself.

GOTS Sheep


A popular certification you may have seen from natural brands is OEKO-TEX®.  This  certification ensures “every thread, button and other accessories, has been tested for harmful substances and that the article therefore is harmless for human health.”

This global textile standard is definitely a step in the right direction. We believe in the OEKO-TEX® standard at Nui, but also know there is a higher standard we strive to meet. What is missing if this is the only standard a brand uses, is the transparency into the ethical, moral, and environmental processes used in the making of the garment. 

The Oeko-Tex certification only ensures the finished product is safe for the end consumer. But how “safe” is a garment that was not ethically made or caused environmental, human or animal harm along the way?


At Nui, we aim for all of our products to be GOTS certified. Because it’s when we, on a global scale, consider the entire lifecycle process - from the health and safety of all involved, and throughout the supply chain - that we can make an impact on the climate and human crisis facing the world today.


“Do the best you can until you know better. 
Then when you know better, do better.” - Maya Angelou

We can no longer assume the earth’s resources are limitless. And the quality of our health globally is suffering. 

But we can do better. Buy better. Buy less. Choose carefully.

Demand more - better quality, higher standards, more transparency. Because quality is an environmental issue. Ethical and humane practices are non-negotiable. And demanding more is essential. Essential to the future of our people and our planet.

Are you demanding enough from your clothes? 

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