Appalatch.com, is a recently launched brand which draws upon the rich heritage, craftsmanship, and sustainable lifestyle found throughout Western North Carolina. The co-founders formed this Asheville based company last spring with the ntention to highlight the beauty of Western North Carolina mountain life and create fashionable, high quality, ethically made clothes in America.
Grace Gouin, Appalatch’s Creative Director, states that,
“Not many people outsideWestern North Carolina know the beauty of our mountain life, and there aren’t any clothing brands that bring this lifestyle to a world-wide audience.”
As for the pricing of clothes, Appalatch has found a way to reduce costs so that their clothing often costs less than clothing made overseas. Mariano deGuzman states that,
“With our direct-to-consumer model where people can only purchase our clothing at appalatch.com, we are able to significantly cut costs, making it possible or people to buy American made clothing that does not skimp on quality or our social and environmental responsibilities”.
Taking on the $1 trillion dollar fashion industry is risky business, but Appalatch believes that consumers want a more ethical and local approach to apparel manufacturing.
“Buying Made in the USA is one of the hottest trends today because it means high quality, responsibly produced clothing, but only 2% of clothing sold last year was made in America, Continuing to do business-asusual not only is costly to the environment and society, but it also reduces our ability to compete in the marketplace.”
Grace Gouin says that Appalatch can be summed up as a company that is taking slow fashion to the masses.
“Fast fashion, where clothing is cheaply made and lasts only a few months, is the norm today. By making clothes locally in small quantities, we can be certain that we are making high-quality clothing that can be handed down to the next generation.”
Now available for purchase on their website, Appalatch has launched with their first line composed of light-weight wool basics made entirely from American bred sheep. This fall, Appalatch will expand their line to include wool sweaters and ocks, as well as a limited run of bags and blankets that were made in collaboration with Asheville local artisans.