Pareto perfects the 20% of clothes women actually wear

According to Pareto, women only wear 20% of their wardrobe 80% of the time. This means that much of what is purchased goes unworn, adding to the huge waste in the fashion industry. The company is aptly named after the Pareto principle, which states that 80% of the consequences come from 20% of the actions. By being hyper-vigilant in designing quality pieces that fit into that core 20%, Pareto hopes to create timeless essentials that will last for decades and reduce fashion waste.

In order to understand what women actually wear, Pareto studied the clothing choices of hundreds of women. What they discovered was that most women felt overwhelmed by the options in their closets and struggled to figure out what to wear each day despite the choice. As Pareto co-founder Olivia Bordson shared, “We own so much but wear so little of what we own. In the process of building our wardrobes, we are forced to sift through the hundreds of brands and styles, often leaving us with pieces that don’t look good, don’t last long, are based on a passing trend, or we just don’t know how to style my hair. So many women have told us, “I I wake up in the morning and look in my overflowing closet, but I still feel like I have nothing to wear.”

Through this research, Pareto also discovered that what most women wear on a daily basis is actually quite similar. Bordson explained, “There is a distinct set of essential pieces that many women seek out day after day, year after year, regardless of the season’s trends. For example, a well-fitting white t-shirt, a classic denim jacket, an everyday t-shirt dress. Despite this pattern, it takes a lot of time, energy and money to find the best version of each of these key pieces. Thus was born Pareto. The company is expanding its offerings one piece at a time while keeping original items always in stock so women can return and re-order pieces as needed. By perfecting women’s wardrobe staples, Pareto hopes to be a brand that consumers can rely on for decades to come.

While focusing on basic women’s wardrobes is sustainable in itself, the company is also dedicated to ‘farm to closet’ production where every step of the production process is 100% traceable – a revolutionary act. since most sustainability designs only have transparency in the last stage of production when the garments are cut and sewn. In fact, there are more opportunities to embrace sustainability in the early stages of manufacturing – from farming to spinning, knitting, weaving and dyeing fabrics. Pareto ensures that the production of its garments is truly sustainable every step of the way by working directly with suppliers. And, every part of Pareto’s production process takes place in the USA under ethical conditions.

As Bordson shared, “We believe that having a fully traceable supply chain, from farm to cupboard, is the only way to produce the highest quality product (more environmentally and socially responsible product). For example, at the cotton farm we source long-staple cotton fibers to ensure a soft fabric and at the dye house we work to ensure high color fastness so your product will look as good after the 50th wash as it does. out of the bag. She also added, “We have seen the power of traceability in the food industry with the farm-to-table movement. We are now at the forefront of this clothing movement.

While Pareto plans to eventually expand its offerings into men’s and children’s apparel, the company is intentionally taking things slow to perfect each offering using customer feedback. Instead of pumping big lines, Pareto focuses on getting each piece right before moving on to the next. Considering the items will remain available from the company for years to come, this seems like a smart move.

So far, the brand has launched five expertly crafted pieces: a t shirt dressa Crew neck sweatera tank topa field jacketand sweatpants. With more to come, this limited-edition style is perfect for those who want to build a high-quality, lasting wardrobe. And, the pieces pair well with just about anything, making them great staples for building out a capsule wardrobe that can be worn multiple ways. For those looking for truly sustainable and ethically made clothing, Pareto is the real deal.

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