Fireside chat series ep.1

3/3/2022

Kitty: Today I am having this virtual fireside chat with Anthea, Founder of Pasithea, to chat about the sustainability and story behind her brand. Hi Anthea, nice to have you today, how are you?
Anthea: Hi Kitty, I’m well, it’s lovely to chat with you.

my dream was to create a meaningful brand that considered both environmental and ethical practices throughout its business channels

Kitty: When did you start the brand and what inspired you to start it?
Anthea: I started the brand in late 2019, just prior to Covid. I wanted to create a collection of luxury sleepwear and bedding using materials that are gentle on the planet and feel beautiful against the skin, pieces that are timeless and sustainable. After enjoying a career in fashion and home textiles my dream was to create a meaningful brand that considered both environmental and ethical practices throughout its business channels; from farm all the way to how our goods arrive at the customer’s door.

Kitty: Tell me a fun fact about your brand.
Anthea: The name. In Greek mythology Pasithea is one of the three Charities (Graces), she was the personification of relaxation, meditation, and all other altered states of consciousness. She also happens to be married to Hypnos (the God of sleep). The name Pasithea seemed like a perfect fit, today’s pace of life being sometimes overwhelming, and sleep being so important to our wellbeing, we wanted to create pieces that enhance comfort and relaxation.

Shop Pasithea here

Kitty: I can see your product is made of bamboo and cotton. Why did you pick these materials?
Anthea: Silky Bamboo is one of the most beautiful materials to sleep in, which is why we have selected it for our sleepwear and bedding collection. It feels similar to silk in its sheen and softness against the skin, but has other key benefits of high moisture absorption and breathability. These thermoregulating capabilities make it ideal for warm climates and especially comfortable for hot sleepers. Our customers love it because it does not carry the price tag of silk and it’s machine washable. We think it’s like the Goldilocks of sleepwear and bedding and delight in seeing our customers return after they experience our silky Bamboo for the first time.
When creating the Terry bathrobes I wanted to emulate the experience of a 6 star hotel. In collaboration with the maker we developed a material that was extremely plush and warm, yet breathable. With it’s velour cut exterior and terry loop interior, it feels luxurious on the outside while keeping you dry on the inside.
We also love our bamboo and cotton materials because they carry certifications including GOTS & OEKO-TEX, which are independently verified as sustainable.

Kitty: I am now wearing your silky bamboo robe and it is so comfortable. What inspired you to create this piece?
Anthea: My inspiration comes from being a supporter of the slow fashion movement, creating timeless pieces is the essence of each collection. A robe is such a wardrobe staple, whether it be lounging, poolside, breakfast on the balcony or that quick cover-up when you have guests staying. Styled for comfort in our silky Bamboo fabric, it drapes beautifully on the body and flows while you walk. Our customers appreciate that we have taken extra care, the fabric has been pre shrunk, so there are no nasty surprises when laundered and we have finished the inside with French seams, because we believe the workmanship is as much a part of the sustainability story as the fabric itself.

I don’t think any business can rely on sustainability alone. Consumers need to believe in the product and love the way it feels on them

Kitty: What is the key reason for people buying from Pasithea? Do you think people are buying because of the sustainability story behind the brand or because of the material and design?
Anthea: We have some followers who shop with us due to our sustainability practices, many of them value that we only carry fabrics that are certified and that our factories are BSCI accredited, meaning that they pass global standards in regards to workers rights, conditions and payments. However I don’t think any business can rely on sustainability alone. Consumers need to believe in the product and love the way it feels on them, and I think this is the key reason our customers keep coming back. I think we have managed to get the balance right between beautiful fabrications, comfortable cuts, sustainability and affordability, but of course we are always learning.

Shop Pasithea here

Kitty: What do you see in the future of sustainable fashion?
Anthea: The great news is that consumer buying habits are changing in a positive direction, and although some call this the new ‘eco-age’ it is my belief that this movement will only continue to gain strength over time and generations. We are seeing a lot of white washing and this is very confusing for consumers. Who do I believe, everyone is saying they are sustainable, does it really matter? My response would be ‘don’t be afraid to ask’. If one of your favorite brands or retailers is claiming they are sustainable, why not ask how? And is it ok that just one element of the product they are selling is sustainable? What about their other channels? How are they packaging, or shipping, how do they treat their workers? Although we don't get everything right all of the time there needs to be as Kitty calls it ‘ASAP’ as sustainable as possible practices across the business. I believe that the future of sustainable fashion depends greatly on consumer demands, and the pressure they put on retailers by questioning their practices or by searching for sustainable alternatives when they shop.

Kitty: What else do you want to share with us today?
Anthea: I am so grateful to our customers and the support we have received from them as a small business. We are excited to be launching our new sleepwear and bedding collection in the coming months, including an extension to our size range and the ability for our customers to purchase separate tops and bottoms to suit individual body shapes and sizes.
We are also looking forward to more community collaborations. In 2021 Pasithea joined with the National Breast Cancer foundation for Pink ribbon month. Being community minded was always something that we wanted as part of Pasithea’s culture and we look forward to new collaborations as we grow.
It's been lovely to chat with you today Kitty. Sweet Dreams.