Why Sustainability Matters to Us
At Nu Onda, aesthetics are a big part of what we do — but they’re not everything. We care about the full picture. That means choosing pieces not just because they look good, but because they’re made with intention.
We’re drawn to brands that prioritise slow production, thoughtful design, and quality materials. The kind of pieces you’ll wear for years — not just for one night out. In a world where fast fashion is constantly pushing newness, we’re more interested in clothes that last. Both in your wardrobe, and in the way they make you feel.
A lot of the labels we stock are doing things differently. Brands like Sabi the Label, who keep things small and local. Or Nagnata, who use organic fibres and a less-is-more approach to production. Belle the Label focuses on seasonless design and natural fibres, with each piece made in limited quantities to avoid overproduction.
It’s not about being perfect. We’re not here to lecture or claim to be something we’re not. But we do think that buying less and buying better is a good place to start. Choosing pieces made from considered fabrics. Supporting brands that actually care. Investing in items that aren’t just trending now, but that will still feel right next year.
Style is important. But so is substance. And we believe you shouldn’t have to choose between the two.
Why Materials Matter
One of the simplest ways to understand whether a piece has been made well — and made to last — is by looking at the materials.
Fabrics aren’t just about how a garment looks or feels. They carry the weight of how something was made, what resources it used, and how it will break down (or not) over time.
Natural fibres like organic cotton, linen, and wool tend to have a smaller environmental impact. They biodegrade more easily and often require fewer chemicals to produce. They’re also more breathable, softer on the skin, and wear beautifully over time.
Then there’s deadstock — leftover fabric from larger production runs that would otherwise go to waste. Some of our brands use this to create limited edition pieces, which not only gives the fabric a second life but also keeps collections feeling fresh and exclusive.
Even blends — like recycled nylon or regenerated cotton — can be a step in the right direction when used thoughtfully. It’s not always black and white, and we’re not purists. But we do pay attention to how things are made.
We look for pieces that feel good physically, and also feel good in a values sense. Clothes that aren't trend-driven throwaways, but ones you can build a wardrobe around.
The Bigger Picture
The truth is, sustainability in fashion is complex. There’s no single fix, and no brand is doing it all perfectly. But that doesn’t mean we stop trying.
For us, it’s about staying curious, asking better questions, and choosing to work with brands that are taking it seriously — even if they’re still figuring it out. That intention matters. And it adds up.
We're not here to tell people how to shop. But if we can make it easier to choose better — to find pieces that are beautiful, wearable, and made with care — then we're doing what we set out to do.
