Etam

Introduction

ETAM is a French lingerie and homewear brand that was founded in 1916 by the pioneers of women's fashion, Mr. and Mrs. A. M. L. Thouret. Initially starting as a small shop in Paris, ETAM quickly evolved into a key player in the lingerie market, known for its stylish designs and dedication to female empowerment. The brand has embraced its commitment to address the evolving needs of women, blending elegance with comfort and ensuring that its offerings are both fashionable and accessible.

The philosophy behind ETAM centers around celebrating femininity and promoting body positivity. The brand aims to create collections that resonate with women of all shapes and sizes, proudly championing inclusivity and diversity. ETAM believes that lingerie should be an expression of personal style and confidence rather than merely a functional garment. This belief is reflected in its wide range of designs, which cater to various tastes, occasions, and lifestyles, making the brand a favorite among many women seeking self-expression through their intimate wear.

What sets ETAM apart is its blend of innovation and heritage in design. The brand combines traditional craftsmanship with contemporary aesthetics, employing high-quality fabrics and cutting-edge technology to create comfortable yet stylish pieces. This focus on quality ensures that customers have products that not only look good but also feel good. Additionally, ETAM is actively involved in sustainable practices, aiming to reduce its environmental footprint, which resonates with the growing consumer demand for ethical and eco-friendly fashion.

Signature Products

ETAM's product line is a reflection of its brand ethos, showcasing a blend of comfort, style, and modernity. The offerings are designed to empower women, allowing them to express their individuality through intimate wear.

• Lingerie Sets : Beautifully crafted ensembles combining elegant bras and matching panties, catering to a variety of fits and styles.
• Sleepwear : A collection of comfortable yet chic sleepwear including nightgowns, pajama sets, and loungewear options.
• Activewear : Fashion-forward activewear designed for both functionality and style, ensuring performance during workouts without compromising on aesthetics.
• Bridal Lingerie : Delicate and sophisticated pieces perfect for brides, incorporating elements of romance and luxury.

Materials and Ingredients Used by ETAM

• Acrylic : Acrylic is a synthetic fiber known for its lightweight and soft texture. In ETAM's collections, it is often used in knitwear and loungewear, providing warmth and comfort while being easy to care for, making it suitable for everyday wear.
• Cotton : Cotton is a natural fiber celebrated for its breathability and softness. ETAM utilizes cotton in various garments, such as casual tops and underwear, chosen for its comfort, durability, and ability to keep the wearer cool.
• TENCEL™ Modal : TENCEL™ Modal is a semi-synthetic fiber made from beech trees, recognized for its silky feel and moisture-wicking properties. ETAM incorporates it in lingerie and dresses, aiming for a luxurious touch and good drape that enhances the wearer's experience.
• Polyamide : Polyamide, also known as nylon, is a durable synthetic material offering excellent elasticity. ETAM uses polyamide in activewear and shapewear, selected for its strength and ability to maintain shape while providing a smooth and supportive fit.
• Polyester : Polyester is a versatile synthetic fiber that is wrinkle-resistant and quick-drying. ETAM includes polyester in various garments, leveraging its practicality for items like activewear and outerwear, where durability and easy maintenance are essential.
• Lyocell : Lyocell is a sustainable fiber derived from wood pulp, known for its softness and eco-friendly production process. ETAM employs Lyocell in elegant blouses and dresses, chosen for its luxurious feel and ability to drape beautifully, enhancing the garment's silhouette.
• Viscose : Viscose is a semi-synthetic fiber made from regenerated cellulose, known for its silky texture and bright colors. ETAM integrates viscose into stylish tops and skirts, selected for its flowy nature that adds movement and elegance to their designs.

Things to Keep in Mind When Buying From ETAM

These issues are related to the supply chain of the brand and need to be taken into consideration.

High Energy Consumption:

Many synthetic fibers like Acrylic, Nylon, and Spandex require high energy levels during their production processes. For example, producing a kilogram of nylon can consume an energy equivalent of almost 150 MJ, much higher compared to natural fibers like cotton. This high energy use significantly contributes to carbon emissions, promoting climate change.

Microplastic Pollution:

Materials such as Acrylic and Polyester shed microplastics during washing. Microplastics are tiny plastic particles that persist in the environment, affecting marine life and entering the food chain. According to a study by the University of California, each garment can release up to 1,900 individual fibers per wash.

Chemical Processing:

Materials like TENCEL™ Modal, Viscose, and Bamboo involve chemical-intensive processes to convert raw resources into fibers. Harmful chemicals such as carbon disulfide in viscose production not only impact worker health but also pollute waterways, contributing to aquatic biodiversity loss. For instance, rayon factories have been linked to severe environmental damage in countries like Indonesia and China.

Non-biodegradability:

Polyamide, Polyester, and Nylon are non-biodegradable, meaning they can take hundreds of years to break down in the environment. This leads to long-term environmental contamination, contributing to the growing problem of landfill waste and ocean pollution.

Water Usage:

Cotton, Wool, and Silk production are water-intensive. For instance, growing a kilogram of conventional cotton requires approximately 7,000-29,000 liters of water, exacerbating water scarcity issues in already vulnerable regions like Uzbekistan and India’s Maharashtra state.

Deforestation:

The production of Viscose and some TENCEL products can lead to deforestation, as trees are cut down to produce cellulose-based fibers. This deforestation not only destroys wildlife habitats but also reduces carbon sequestration capabilities, contributing to climate change. For example, substantial areas of Indonesian rainforests have been cleared for rayon plantations.

Fossil Fuel Dependence:

Materials such as Polyester are petroleum-derived, contributing to the depletion of non-renewable resources. This dependence also means that any fluctuations in oil prices can directly affect the cost and availability of these materials, impacting the fashion industry's stability.

Animal Welfare Concerns:

For materials like Wool and Silk, there are significant animal welfare issues. For example, controversial practices such as mulesing in wool production and the boiling of silkworms in silk harvesting raise ethical concerns. The conditions in which animals are kept and farmed often fall short of humane standards.

Labor Conditions:

The production of materials such as Cotton and Silk can often involve poor labor conditions, including child labor and unfair wages. The Rana Plaza disaster highlighted the dire working conditions in garment factories, prompting global calls for better labor standards.

Resource Intensity:

Polyamide and Elastane production are resource-intensive, requiring substantial inputs of raw materials. For example, spandex production involves complex manufacturing processes that consume large amounts of resources, contributing to environmental degradation.

By taking these issues into consideration, ETAM can work towards more sustainable practices across their supply chain.