CQFD is part of a minimalist and reasoned vision of fashion. Because every gesture and detail counts, the House's commitments are both human and environmental.
Each French person throws away an average of 12 kilos of clothes per year*. This growing figure is the direct consequence of fast fashion, which constantly renews its collections, uses poor quality fabrics and relies on cultural obsolescence to sell more and more.
An overconsumption at the origin of the socio-environmental disaster of the textile industry.
In order to reduce the social and ecological impact of fashion, CQFD has chosen to manufacture its products in France and in Europe in workshops recognized for their unique know-how, using certified noble materials, a guarantee of sustainability and traceability.
The House is convinced that reasoned fashion is the secret of a garment that lasts over time.
THE BACKSTAGE OF LUXURY
CQFD designs luxury clothing worthy of the most renowned houses, made to be passed on from generation to generation as a legacy.
CQFD chooses pre-order for a production adapted to the demand.
How does it work? Each piece of clothing is offered for pre-order on the website for a short period, at the end of which the production of the right number of pieces is launched.
In concrete terms, it is the purchase that starts the production.
No unsold items. No stock. No waste.
Thanks to pre-ordering, CQFD allows all women to consume ethically, in other words, to have access to quality eco-responsible clothing, with no size limit and sold at a fair price that will never be sold out.
CQFD chooses pre-ordering to fight against overproduction and overconsumption.
70 million barrels of oil are used each year in the production of polyester, the most employed synthetic material in clothing, with a 9-fold increase in production in 50 years*. This is an unprecedented ecological disaster since polyester is often mixed with other materials, making it impossible to recycle.
To limit the environmental impact of its creations, CQFD uses natural fabrics such as Supima cotton, virgin wool, cashmere, silk... But also certified and labeled plant-based materials, such as Cupro or viscose, sourced from ethical partners.
The House asks each supplier for all the information on the traceability of the selected materials, from the spinning to the weaving: certificates, standards, social and environmental labels as supporting evidences.
CQFD asks its partners for total transparency on working conditions, recycling policy, good treatment of animals for wool or cashmere, in order to create clothes in accordance with its vision of responsible fashion.
However, sometimes the use of synthetic components is unavoidable in the making of a garment; in this case, the brand will always go for the most responsible solution with 3 watchwords: local production and sourcing, recycling and certification.
All information about the fabrics used in CQFD garments is detailed in the corresponding product sheets.
*Sources Forbes, Changing Markets Foundation
CQFD favors quality fabrics certified by social and environmental labels in order to create ethical and sustainable clothing.
What defines a "luxury" garment? The logo? Rarity? The price? CQFD believes that another luxury is possible. A luxury that is fairer, more responsible, without ever neglecting quality.
In order to offer all women pieces of a quality similar to those of the major fashion houses, CQFD has shown common sense by adopting a short and responsible production circuit: excellent materials, a successful development and a careful manufacture thanks to French and European partners with unique know-how.
However, each piece is sold at a fair price, the right price: the price of quality.
These reduced margins are made possible by a 100% digital store and a minimalist communication strategy.
CQFD defends the idea that luxury can be just, responsible and inclusive.
In 2016, 40% of French women dress in size 44 (US size 14) and up*. However, the majority of clothing brands stop at size 44.
In order to offer inclusive clothing that adapts to all body types, CQFD has surrounded itself with qualified design offices that already work for the most renowned brands. From the very first sketch, the model is designed to enhance the diversity of all bodies.
For each creation, several canvases are made in French sizes 36, 44 and 50, almost tailor-made.
The development of a CQFD piece takes several months. Fitting after fitting, the cuts are adjusted to obtain a perfect fit. It is this meticulous and inclusive work that allows CQFD to offer each of its creations in a choice of sizes from US size 4 to 26 and more on request.
CQFD offers all women the freedom to be themselves and to stay that way.