The name Panamuna comes from Modern Murri, an indigenous Australian Aboriginal dialect, and means ‘ocean’. Everything about this brand has captured my heart. Especially their respect for country, people and planet. Rodrigo Ximenes and his wife, Alana Carlson, have gone to great lengths to create a truly Sustainable and ethical brand. They have gone far beyond what many businesses are prepared to do. Sustainability and ethics are at the core of every decision and every step in their business. I am so grateful for businesses and individuals who are making these things their priority and non-negotiable, I believe they should be celebrated and shared. I hope you enjoy Rod and Alana’s story as much as I have:

An edited version of this interview will be available in The Australian Sustainable & Ethical Fashion Guide, coming soon.

How and why was your brand created?

I was inspired to protect our oceans during a surfing trip to Bali in 2007. It had been my dream since I was a little grom in Brazil, to surf the perfect wave, but I was absolutely shocked by how much plastic was in the ocean where these picturesque and world-famous breaks are located.  You don’t see as much in the water in Australia, and I didn’t pay much attention when I was in Brazil. But, in Bali, I could not ignore the fact that we were facing a future with oceans full of plastic.

My first approach to developing a line of sustainable surf clothing started in 2011, but, as a young father working full-time in hospitality, the timing was not right and I decided to sideline the idea. On moving from Melbourne to Tweed Heads in 2013, I decided to relaunch Panamuna. That is when we really got serious about making a difference. 

We developed a strong vision for the brand that reflected my values as a conscious citizen in this world and we researched t-shirt manufacturers and processes that reflected this vision.

I was then able to create and develop Panamuna into what it is today – an online independent surf label, where protecting the ocean is at the heart of every business decision we make. We stand strong on ensuring that our processes are the most sustainable and ethical in the market and we are constantly looking for new and better ways of producing our gear.

We use organic cotton in all our tees, which we print ourselves on demand using water-based inks, we make surfboard covers from fabrics that otherwise would have ended up in landfill, our hats are made from hemp and recycled plastic bottles and our packaging is compostable and recyclable. Every Panamuna item that someone wears sends an important message – that we are going to make conscious decisions in our purchasing choices to create positive change for the planet.

What sustainable practices, ethics and choices set you apart from the fast fashion industry?

At Panamuna, we uphold the belief that when we create something from pure intent and with our impact in mind, then the benefits spread further than to just the person wearing our gear.

For more detail on our processes, please see our blog post about what we do, found HERE or head to Our Impact Page on our website, found HERE.

This is what sets us apart from the fast fashion industry. You can watch our You Tube video below:

What have been the biggest challenges for you and your brand?

The biggest challenges that we have experienced at Panamuna come down to ensuring that new suppliers and manufacturers uphold our values for how a business should operate in our world, whilst still being able to develop our range of products. It has taken hours upon hours upon hours of research, testing, designing, sampling and deciding if the product meets our quality standards, both in the item and in the process of manufacturing it. Not a lot out there passes our tests, so that has come with disappointment and a blow to the way in which we wish to work. 

There have been times where we have felt that it would be easier to give up and not be so fiercely strict with our requirements, particularly when there are brands out there greenwashing their products, even when we know for a fact that they are not sustainable or ethical in their production. Our will has been tested many times but we have always stayed true to our beliefs that the textile industry does not need to have such a negative impact on our planet – that there is a better way…the Panamuna way.

How do you address the narrative and resistance around the affordability of sustainable and ethical fashion?

We have done our best to keep our prices competitive, in comparison with other surf brands, to encourage consumers to make a better choice without the obstacle of price. We may have sacrificed profit to enable this but the goal of Panamuna is not about making money. Our mission is to make a positive impact with our gear on the consumer, on the people in our supply chain and on the environment. By educating consumers, along with supporting worthwhile conservation causes, we are building a community of conscious consumers who are willing to pay for high quality sustainable and ethical products, and, in the process, creating the change we need to see in this world through the power of their purchases.

Do you see any major changes occurring in the fashion industry over the next 5-10 years? What do you hope for?

In the 10 years since we first established Panamuna, we have seen a shift in the desire of the consumer to do the right thing and make positive purchases for the environment and the citizens that live on this planet. People have become more aware of fast fashion trends and the impact that big corporations have on the health of their workers and the environment. We now realise that our purchases can have an impact and more people are making more conscious choices when it comes to the products and services in which they invest their money. That being said, more needs to be done. 

My hope for the future is that more businesses employ sustainable and ethical practices and that this becomes the norm, rather than the exception. We need to see the ease of production of new sustainable fabrics and methods of manufacturing. I hope to see that companies that greenwash their products are held accountable for deceiving their customers and that consumers start recognising the power they have (and the impact that they can make) when purchasing from companies that make business decisions with the health of our planet at the forefront of their minds. Hopefully governments will start recognising the need for change and will start investing in sustainable and ethical manufacturers and fashion brands.

I also hope that little small businesses, such as ourselves, are championed and celebrated for the hard road we’ve chosen to follow in our business model, as our choices benefit not our hip pocket but the whole planet.

Thank you for taking the time to read about Panamuna. To support them you can find them at www.panamunaproject.com.au and on Instagram. To read about more awesome brands and Aussie businesses who are making a positive impact on our world, check out The Down Low and subscribe to the tribe by the button below xxx

The post Introducing Panamuna, a Sustainable and Ethical Surf Brand appeared first on My Healthy Soul.