Nelson woman's hemp apparel breaking new ground

Producing an environmentally friendly line of streetwear isn't the only thing giving Grumpysuns' creator something to smile about.

It has caught the attention of an international musician.

Grumpysuns Hemp Apparel has broken new ground, making street, surf and skate wear from hemp and organic cotton.

Grumpysuns director Eva Cambourn said she was motivated to release a brand of sustainable clothing after working in retail watching cheap clothing fly off the racks.

"I kept seeing all these brands coming in, what we actually paid for them and then, just sort of knew the impacts of fast fashion and what they have on the environment and I was like, 'Oh my god, I could do this'."

She said most clothing wasn't kind to the planet.

"Synthetic clothing just doesn't biodegrade and it releases a lot of micro plastics into the ocean ... and it sits in landfills ... just like plastic."

Hemp is the most sustainable plant in the world, Cambourn said.

"Growing the actual plant itself is far better than growing cotton. It uses six times less water, it doesn't require pesticides and herbicides and the clothing is stronger, really durable, doesn't hold sweat, breathes easily, and holds dye really well to just be something you can have forever until you want to chuck it out."

She wasn't in the business to profit.

Cambourn said, it was about trying to encourage a shift towards sustainability.

Her business ethic was to match the price of non-sustainable companies.

"When you want people to move to sustainable stuff, you can't jump too high above the market otherwise people just won't bother."

The caps and beanies are made in Auckland while the clothing is made in China.

She stood by her choice to manufacture outside of New Zealand to make it affordable.

"Despite the stigma of that, we work with some people who are very consciously aware and they're working towards a fair trade certification."

Cambourn met New Zealand chart-topping hip hop artist, Ladi6 (born Karoline Tamati) while working in an organic store in Auckland.

"She used to come in all the time. She's really into that sort of [sustainable] stuff. I was a big fan of hers."

Cambourn asked if the singer would look at her apparel and found support from Tamati and her partner, Parks, who is part of the wider Ladi6 group.

"My stuff is unisex but does suit boys a lot more. He was really keen on it and got the hat and she actually stole it off him in the end."

The couple were also getting items from the new line.

She said the rap community were big supporters of her brand which was "quite overwhelming".

Cambourn's aim is to expand her brand into jeans and fat pants.

"Doing the bottom half is next."

- stuff.co.nz