Inside our Alliance: Fresh Clean Threads

In recent years, there’s been a growing demand for companies to assume responsibility for their environmental impact, driven by consumers who prioritize sustainable products. Failure to address these concerns puts companies at risk of losing market share to competitors who embrace sustainability.

Say hello to Fresh Clean Threads, a clothing brand that understands the significance of sustainability and actively incorporates environmentally responsible practices into its business model. Dedicated to providing comfortable and affordable basics, Fresh Clean Threads has embarked on a journey towards becoming fully green within the next five years.

To achieve this goal, they’re is implementing various measures. They’re reducing water usage in fabric dyeing, incorporating recycled polyester into their clothing production, eliminating single-use plastics, and adopting eco-friendly practices in their factories. These initiatives reflect their commitment to minimizing the negative impact on the world’s oceans, which face grave challenges from pollution, overfishing, climate change, consumerism, and unsustainable practices within the clothing and retail industry.

CORAL takes great pride in partnering with Fresh Clean Threads as a sustainability ally. We recognize and appreciate their dedication to ocean conservation, and we’re honored to be a recipient of their support as they continue on this transformative journey.

Meet the Founders

Matthew Parvis, the Founder and Executive Director of Fresh Clean Threads, is a San Diego resident who considers the beach his backyard. When he and his wife, Melissa, established the business, they ensured environmental conservation became an integral part of their guiding principles.

Matthew and Melissa Parvis, Founders of Fresh Clean Threads and dedicated to ocean conservation
Matthew and Melissa Parvis, the couple behind Fresh Clean Threads

We have big aspirations to become a truly sustainable brand for the future, and we are spending a lot of time and resources to do this as quickly as we possibly can. But to do that we also have to be here as a business, so we call that being sustainably sustainable.

When asked about how Parvis has incorporated sustainability into the brand

The Fresh Clean Seas collection aligns with their sustainability initiative aimed at minimizing its impact on the ocean. The two primary focuses are reducing the usage of single-use plastics and supporting ocean conservation efforts. The collection takes an additional step by sourcing recycled polyester as its fabric.

Regarding this deliberate product decision, Matthew Parvis acknowledges, “What we are truly striving for at Fresh Clean Threads is to introduce innovative technologies that enable us to ensure that this polyester has a significantly reduced environmental impact.”

Reducing Single-Use Plastic

Fresh Clean Threads is deeply committed to reducing its plastic consumption, particularly in packaging and shipping materials. As part of their sustainability journey, the company has made significant changes, such as replacing traditional poly-mailers with compostable mailers made from cornstarch. These innovative mailers break down within months, in stark contrast to the hundreds of years conventional plastic takes to degrade.

According to Matthew Parvis, this transition represents the “second step” in their pursuit of becoming fully green. The first step involves making meaningful contributions to ocean conservation efforts, exemplified by their support for organizations like CORAL. The third step will ensure sustainable practices throughout the fabric production process by carefully selecting factories that share their values, all of which forms a crucial part of their responsible approach.

Eliminating polyester from their brand is the fourth step.

In addition to their packaging changes, Fresh Clean Threads has eliminated plastic tape, opting instead for fully recyclable water-activated paper tape. Plastic packaging for their products has been replaced with compostable bags made from plant-based materials. Despite recognizing that ethical considerations may not always be the primary factor in purchasing decisions, the company considers these choices as fundamental pillars of their brand. Matthew Parvis expresses a strong desire for greater awareness of environmental issues, including the detrimental impact of companies, to take center stage.

Supporting Ocean Conservation

In the past, the company has partnered with a handful of non-profit organizations dedicated to protecting the world’s oceans, and CORAL is grateful to now be a part of the Fresh Clean Threads community.

Beyond donating a portion of its profits to CORAL and being our match donor for our springtime campaign, our partners have dedicated their Fresh Clean Seas collection to our mission. This decision heightens the awareness and urgency for coral conservation and best practices to Fresh Clean Threads’ consumer base. In this way, Fresh Clean Threads is a part of the solution instead of part of the problem. 

Our Partnership

Fresh Clean Threads has recognized the importance of sustainability and is taking concrete steps to reduce its impact on the environment. The Fresh Clean Seas initiative, focused on reducing single-use plastic and supporting ocean conservation efforts, is an excellent example of how businesses can be environmentally responsible while still being profitable.

The driving ideology behind the company is “clothes that don’t wear on the planet.” This statement goes beyond the physical article of clothing, which has the potential of influencing its consumers for the greater good. Awareness provides shoppers the opportunity to make environmentally sustainable decisions all while educating them about the need for coral reef conservation.

CORAL is proud to align itself with Fresh Clean Threads, and we’re enthusiastic to see this partnership grow. Join us on our journey to make the ocean a healthier place for those that live above and below its surface.

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