Sam Elsom - Green is the new black
Blending organic fabrics, faultless design and ethics, Sam Elsom leads by example in the eco style crusade
By Sarah Belle
Elsom's designs reflect his personal social concerns as well as being mighty comfortable to wear
Nestled in the shabbier neck of the Surry Hills, Sam Elsom's stylish studio defies its surroundings, as does the designer himself. Tousled, sun-bleached hair, a surfer's tan and a twinkle in his eyes, Elsom looks more like a Sea Shepherd shipmate than fashion whiz, but this young creative is on a mission of his own - making desirable fashion without causing environmental havoc.
Before you turn up your nose, this is by no means another offering of what Elsom describes as ‘Ryvita' fashion.
In other words, fans (if indeed there are any) of infuriating itchy hessian and hemp textiles, unflattering sack-like cuts and mud-hued palettes will be disappointed. This label is desirable, chic and timeless with clean minimal forms that are directional in terms of their individual and flattering silhouettes. With a balance of men and women's designs for day and night, there's not even a hint of garish prints that will inevitably fall from favour. As a keen promoter of organic fabrics and Fair Trade, it only stands to reason his creations are equally as sustainable, made to last the test of time.
Elsom's green approach is not a wave he's recently started riding - it's been a driving force right from the very start of his career. Packing up and heading overseas trip to Europe at 19, the rookie found himself enraptured by the creativity and buzz of London, leading him to enrol ina fashion design course at St Martin's College.
Brimming with ideas and an interest in the environment, he returned to Sydney to launch a range of organic cotton tees - named Funkulo - from the back of his Tamarama garage. Today, the tees are still available, but the Elsom label - the natural evolution of the brand - is on a whole new level.
Both then and now, sticking to the organic mission hasn't been the easiest of paths to follow. "It's not something consumers necessarily are interested in when it comes to fashion," he says. "It can be a superficial business and it can be tough trying to get people realise that organic textiles do make a huge difference to the planet but don't compromise on quality or style."
Elsom is the first to admit that it took years to grasp the importance of using organic materials and only when he journeyed to his supplier's cotton farm in India did it sink in. "What people often don't know is that farmers make a moral and a financial decision not to use pesticides and other chemicals," he explains. "Organic methods mean their crops grow more slowly and it's a more labour intensive process but what it means is that village water supplies are protected and that their land isn't poisoned."
It's important to be aware that much of what we wear today is synthetic. While ‘100 % cotton' on a label may look appealing, each plant uses more pesticides than any other crop.
Going organic for a style-conscious consumer isn't an easy task as Elsom is well aware. Genuinely ethical fashion labels are few and far between and while more are popping up in Australia, the majority have to be ordered from overseas. It prevents hurdles for the designers as well the shopper of course, as Elsom has discovered first hand when floods wiped out his chosen farmer's entire crop last year. Realising the poverty that would be caused if he jumped ship, switching to a new supplier wasn't an option but it left his design team without any material to create the winter collection. "It does make things more risky but at the end of the day, it's worth it."
This steadfast dedication to the cause and his earnest desire to get his message heard - not to mention his unique, well-tailored cuts - make Sam Elsom one ethi-cool designer.
Elsom is stocked in David Jones, Market St (02 9266 5544) and McLean & Page, Shop 3c, 11-27 Wentworth St, Manly (02 9976 3277) and online from www.net-a-porter.com.