752298SUNDRiED Round TwoClosedVouchersInnovate UK"Clothing and apparel can and should be designed and manufactured in an ethical way, however most sports performance and lifestyle apparel is not. The latest Ethical Consumer Report from the Co-op shows that while sales of ethical products have grown more than 12% in a year (when the overall UK economy grew by only 0.2%), the sales of ethical clothing have actually declined by 1%. This suggests that current ethical clothing offers aren’t successfully meeting consumer needs. SUNDRiED is a premium sports lifestyle apparel business that aims to deliver premium apparel that is uniquely and uncompromisingly ethical, inspired by the demands of triathletes and outdoor pursuit enthusiasts. Our vision is to enable people to feel good inside and out before and after exercise through premium, exciting, purposeful and ethical technical apparel that is stylish and smart. To deliver this we are undertaking a project of innovative design and manufacturing that will push the boundaries of, and perhaps even redefine, how sports apparel is produced. It will culminate in SUNDRiED’s first collection of clothing available to consumers in 2016. By ethical we primarily mean 1) fair wages and conditions for the workers throughout our supply chain, 2) environmentally sustainable - designing products to be made with environmentally friendly materials (natural, recycled...), minimising or removing the negative impact of the manufacturing and distribution of our products. SUNDRiED's project is the design and manufacture of our 2016 collection of clothing, in a maximally ethical way. While this type of design and manufacture has had some traction in the mainstream fashion industry, there have been minimal changes in the sports apparel industry primarily due to the technical nature of the product. It is not easy, or cheap to deliver the performance consumer's expect in an ethical way, in current market conditions. We intend to prove the concept that this can be done in a commercially viable way."