Flip The Dog - Our story
Flip The Dog was brought to life in 2015 by two women, Rebecca and Helen, who wanted to create a collection of yoga pants which were as vibrant as the wearer and as expressive as the practice of yoga itself. They wanted to create something that had meaning beyond shareholder profits. They took time to ask questions and to look a little deeper, and to re-think the standard fashion industry model. They wanted to create high quality British made clothing that respects the environment and most importantly creates awareness about the provenance of the clothes they wear and the impact their actions and choices have on the planet. They succeeded in making Flip The Dog a socially and environmentally responsible choice for people who share their passion for yoga.
In March 2018, my team and I took over the reins from Rebecca and Helen to continue Flip The Dog’s journey and to continue to bring colour and vibrancy to yoga and active wear.
We want to continue to minimise the impact Flip The Dog has on the environment and to make our gorgeous products the best we can. Our performance products continue to be designed and made by some amazing people in the UK and we hope that you love the ethos and spirit of Flip The Dog as much as we do, and wear our collection with as much pride as the women who created it.
The Founder’s story – Helen and Rebecca
“The idea for Flip The Dog came about organically. After trying and failing to find a pair of coloured yoga leggings for a yoga retreat that looked and felt good, we decided to explore making some ourselves.
Sweating and downward dogging in a variety of pants was part of the course. As were inspections of various bodily assets from groins (yup!) all the way down to ankles and toes. We marvelled out how unique every woman’s body is and how EVERYBODY has bits they don’t like.
The more we learned, the more our confidence grew that we could produce something that women loved and would feel inspired to wear.
However, our candy-striped prototype pants were swiftly parked to one side as we uncovered some unsavoury truths about the fashion industry.
- Staggeringly, it’s the second largest polluter behind only the oil industry
- Millions of women and children are exploited with minimal pay and working conditions
- 36 million people live in modern slavery today - many of whom work in the supply chains of brands and retailers
- Basic health and safety measures do not exist for huge numbers of people working in fashion’s supply chains. The Rana Plaza factory collapse is the most extreme and familiar example.
- Last year the worldwide consumption of textiles reached approximately 73 million tonnes and is expected to grow nearly 4% a year through 2025 (APIC, 2014), 80% of that ends up in landfill. (Soex, 2014)
- An estimated 17-20% of industrial water pollution comes from textile dyeing and treatment and an estimated 8,000 synthetic chemicals are used throughout the world to turn raw materials into textiles, many of which will be released into freshwater sources (The Guardian, 2012)
Pretty dark stuff.
As a start-up, we felt very strongly that we had a responsibility to provide an environmentally and socially responsible product. Our business and processes had to be sustainable and create a positive impact throughout the supply chain.
We sought out likeminded suppliers and travelled the length and breadth of the country to find a way to manufacture sustainable yoga leggings and active wear that could still perform. And we have pretty high standards.
Being fresh-faced to the industry has meant we had a very steep learning curve but it has also worked to our advantage as we don’t have legacy ways of doing things. We’ve been able to make decisions which benefit people and planet (not entirely forgetting profit!) and provide a genuine, sustainable alternative for active-wear consumers.”
“We can cast our vote by what we do and what we buy every day. There is no such thing as a tiny act. It all matters. With one step at a time we have the power to change the world.”
Flip The Dog is a new breed of yoga and active wear that sets out to do things differently.
We’ve thought about how we can best support your practice whilst supporting small businesses and the planet at the same time.
|Colour boosts your mood and energy levels. Yet despite yoga oozing love and light, look around your studio and chances are you’ll see an army of black. Black is the absence of all light, absorbing all colour. It is unfriendly and intimidating; incongruous with a yoga practice, and let’s be honest, perhaps a little dull.||
Flip The Dog's fabric intercepts plastic bottles from landfill giving them a new lease of life as techni-colour leggings and active wear. Our vibrant prints are achieved with a direct-to-fabric digital printing process that leaves only recyclable paper behind. And we definitely don’t do fast fashion: Our products are durable and designed to last.
We’ve flipped a few retail practices on their head too. We’re determined to keep sweat purely in the studio and not in the factory. By exclusively collaborating with like-minded, UK-based suppliers, our approach is less impactful on the planet - and we believe we get to the work with some of the world’s best.