Abae Initiatives
Clothing for a Better Tomorrow
At Abae, we believe fashion should care for people, planet, and future generations. Our initiatives are designed to make clothing fairer, longer-lasting, and more inclusive.
Explore our four core commitments:
1. Pay What You Can
We believe everyone deserves access to sustainable fashion. With our Pay What You Can model, we give you the choice to pay a price that works for your circumstances—ensuring inclusivity while keeping our values intact.
Why it matters:
- Fashion shouldn’t be a privilege.
- Supports accessibility for all.
- Builds a community that gives back.
How It Works:
✨ PWYC Price
This is the lowest price we can offer the garment at to ensure a break-even revenue where all workers get paid. This tier is intended for shoppers who genuinely cannot afford our pieces at the regular price. We trust that those who can afford more will pay at a higher tier to keep the model sustainable.
⭐ Regular Price
This is the standard price of our garment, never marked down. If you can afford this price, we ask that you pay it to support fair wages, sustainable manufacturing, and the full value of ethical fashion.
🙌 Pay It Forward Price
This higher price supports our Pay What You Can events and broadens access to Abae garments for others. You can even enter a custom amount to further support our community mission. Your contribution funds sustainable wages, education, and more.
This initiative reflects our core belief: that high-quality, ethical clothing should be available to everyone, not just the privileged few. It is our dream that everyone, one day, can be part of the Abae community. #weareabae
2. Care, Repair, Rewear
Abae garments are designed for life, to wear through all ages and lifestages. Our premium quality fabrics and skilled factory artisans create the highest quality garments we can develop. The garment care guide below will help keep your Abae garment in the best condition for the longest time, whilst protecting the planet.
Wash Care
- Airing is Caring: Only wash when truly needed. Let garments air out. Sunlight can naturally brighten whites and refresh clothing.
- Spot Clean: Use damp cloths and eco-friendly stain removers. Handwash when necessary.
- Full Machine Load: Always fill your machine to reduce water, detergent, and energy use.
- Cooler Wash: Cold washes can save up to 80% in energy. Washing inside out also protects colour and shape.
- Line Dry: Air drying prevents nearly half a tonne of CO₂ annually. Use biodegradable wooden pegs where possible.
- Non-Iron: Use garment bags to reduce creasing. Hang and fold immediately after drying.
Rewear
Abae garments are made to grow with you:
- Adaptability: Designed with flexible sizing and styling for your changing body and life moments.
- Longevity: Our timeless pieces resist trends and encourage sharing across generations and communities.
Repair
Each repair adds a new chapter to your garment’s story:
- Visible Mending: Inspired by Kintsugi, mending highlights beauty in imperfection and connects us emotionally to our clothes.
- Care Kit: Each garment includes spare buttons, fabric patches, and care instructions for home repair.
- Mindful Mending: Reduce stress, enjoy the creative process, and connect with the Abae community through workshops and shared stories.
- Simple Repairs: No zips or poppers—just easy-to-replace buttons. Find tutorials by our specialist Reena [video link here].
- Mending Methods: Highlight or hide — patchwork, darning, or visible stitches. There are no wrong ways to mend!
Share your repair stories and garment evolution at xxxxxxx. Let’s celebrate fashion that lives on.
3. Fashion for Life
Trends fade, but fashion built to last a lifetime stays with you. Our pieces are designed with timeless style, durable fabrics, and ethical production so they become companions, not throwaways.
The Problem with Fashion
Fashion is the second most polluting industry on the planet, exploiting people, animals and the Earth. With enough garments already produced to clothe the next six generations, the issue lies not in scarcity—but in overproduction and underuse.
Abae was born to challenge this broken system. We believe the future lies not in more clothing, but in better clothing. The success of Abae doesn’t lie in more people buying more—it’s in people buying less and wearing it for life.
Resale, Recycling & Rethinking
Though resale apps and recycling programs are gaining traction, less than 1% of global textiles are currently recycled. Clothing donations? Only 12-15% are resold through charities. The rest ends up in landfill, often in developing countries.
Instead of relying on broken circularity systems, Abae builds garments to last—crafted from high-quality organic materials that can be reworn, shared, and composted.
Fashion Built for the Future
From cradle to grave, each Abae piece is designed to live a long, meaningful life. When it reaches its final stage, it's safe to return to the Earth. Our use of 100% GOTS organic fabrics, natural dyes, and biodegradable trims ensures total decomposability.
Through research and reflection, we defined the four cornerstones of each garment:
- Quality: Fabrics 40% heavier than the high street average, sewn by highly skilled artisans.
- Functionality: Multi-purpose designs for real life needs.
- Adaptability: One size, non-fit critical, gender-fluid and seasonless.
- Longevity: Rooted in timeless classics with ageless design details.
4. Adaptable Sizing
Bodies change, and clothes should adapt with them. Our Adaptable Sizing ensures comfort, inclusivity, and longevity—because the best clothes are the ones that grow with you.
Flexible for Every Body
Abae clothing is one size, adaptable clothing to reflect our Fashion for Life strategy. Most people will experience fluctuations in their body shape throughout their lifetime. From weight loss and gain, monthly hormonal fluctuations, pregnancy, to simply a preference for a different silhouette or look. The average woman changes dress size 22 times in adulthood, Abae multi-fit designs facilitate sizing adaptations in each piece.
Our clothes are also easier to share amongst family and friends of different heights and body measurements. We hope you wear your Abae piece through your lifetime, but their adaptability will ensure they stay in circularity through resale platforms or handing down to others.
Drawcords, roll hems, gathering and adjustable buttons allow for different sizes, heights and styling preferences. Designed by us, styled by you. #weareabae
All for One, One for All
Abae is for everyone. All cultures, genders, ages, seasons and lifestyles. Is it a mini dress or a modest tunic? A midi or a kurta? A puddle hem trouser or a roll-leg crop? All people for one planet, one style for all people.
Through historical clothing research and modern day wardrobe analysis, we have designed a collection with longevity, flexible to your own styling preference. Considering accessibility, less fastenings and adjustable designs allow independence and less complex dressing options which can adapt to individuals' physical, sensory and cognitive needs.
We would love to see how you wear your Abae. Share your styling ideas with the community #weareabae