The Future of Sustainable Knitwear

&OR Collective is a female-founded, tech-led fashion brand built to challenge the status quo of apparel production. Co-CEOs Kristen King and Katie Green--who built their expertiseat L’Oréal Canada and Aldo before launching brand agency August Strategy--set out to build a brand that solved real industry problems. Recognizing the need for design innovation, they partnered with Creative Director Rosa Halpern, whose ideas in technical knitting unlocked a zero waste manufacturing process. With the strategic guidance of Chairman Drew Green (CEO, Indochino), &OR is reshaping the fashion landscape—proving that responsible production, elevated design, and commercial success can coexist.

1. What does innovation mean to you?

Innovation, to us, is about rethinking the status quo—questioning not just what we create, but how and why. It’s about designing with intention, leveraging technology to minimize waste, and building a model that prioritizes both style and responsibility. At &OR, innovation means pushing the boundaries of what’s possible in fashion, proving that clothing and sustainability can exist without compromise.

2. How does your team generate new ideas? Are there any rituals you rely on to reset creativity?

Creativity at &OR is a collective process. We’re constantly inspired by the intersection of fashion, technology, and culture, and we thrive on deep conversations about where the industry is failing and how we can push it forward. Beyond that, Rosa, Kristen, and I pull inspiration from the world around us—our own lives as a reflection of our consumer, imagining what the &OR universe will look like 10 years from now. We’re not just building a brand; we’re shaping a lifestyle, one that seamlessly fits all of life’s and/ors. Sticking to our design charter keeps us focused—so many brands stray, chasing trends instead of building something lasting. For us, innovation is often found in versatility: designing pieces that adapt, shift, and move with you. Exploring the multiple ways a garment can be worn is an ongoing creative challenge, and one we love.

3. Your brand is rooted in waste-free technology and recyclability. Can you walk us through your production process and how it addresses the staggering waste statistics in the fashion industry?

The fashion industry is built on excess—overproduction, textile waste, and landfill-destined clothing. At &OR, we use zero-waste 3D knitting, a method that eliminates traditional cut-off waste by knitting garments directly to shape, consuming only the exact yarn required. This results in no pre-consumer textile waste, a stark contrast to traditional cut-and-sew methods, where up to 30% of fabric ends up discarded. Additionally, through our partnership with SuperCircle, every &OR piece is fully recyclable, ensuring it never sees a landfill at the end of its lifecycle.

4. As a tech-led clothing label, what innovations in manufacturing have been most transformative for &OR Collective? Are there any emerging technologies you're excited to explore next?

At &OR, we approach responsibility holistically—we believe that true innovation in fashion category isn’t about solving a single problem, but a system-wide shift. Our supply chain is built on four key pillars:

1. Design Charter – From the outset, every piece is created with intention. We believe 80% of a garment’s sustainability starts at the design stage, so we focus on timeless, versatile silhouettes that minimize waste and maximize longevity. This ensures that each piece has a purpose and place in the wardrobe for years to come.

2. Responsible Yarn Selection – Our commitment to responsibility begins at the fiber level. We work exclusively with certified, sustainable yarns—like our RWS-certified merino wool, GOTS certified organic cotton and FSC-certified eco-viscose—that are kinder to both the planet and don’t compromise quality. These materials are chosen for their durability, softness, and ability to maintain their integrity over time.

3. Technical Knitting – A cornerstone of our production process, this innovative method eliminates pre-consumer textile waste by knitting garments directly to shape—unlike traditional cut-and-sew, which discards up to 30% of materials. Additionally, it allows for lower MOQs (minimum order quantities), reducing the risk of overproduction and deadstock waste. This technology enables a more precise, demand-driven approach to manufacturing.

4. Recyclability & Circularity – Through our partnership with SuperCircle, every &OR piece is fully recyclable, ensuring it never ends up in a landfill. This closed-loop system is essential to our vision of responsibility—creating garments designed not just for today, but with a plan for the end of their lifecycle. Looking ahead, we’re excited to explore emerging regenerative materials, bio-based yarns, and further refinements to our circular production model. Our goal is to continually push the boundaries of what’s possible, proving that innovation and responsibility can--and
should--coexist in modern fashion.

5. Often, sustainability is seen as a compromise on aesthetics or luxury. How does &OR Collective challenge this perception while maintaining high design standards?

There’s a long-standing misconception that sustainability means “sacrifice”—that you have to trade beauty for responsibility. &OR was built to challenge that. Our pieces are designed to be elevated, beautiful, and refined—modern wardrobe staples that feel as luxurious as they look. We’re not making “eco” fashion; we’re making high-quality, beautifully designed clothing that just happens to be created in the most responsible way possible.

6. The SS25 collection is centered around "New Beginnings." What inspired this theme, and how do you hope wearers will interpret and experience it?

New Beginnings is about renewal—both in spirit and in style. It’s a nod to shedding the old and embracing a fresh perspective. With this collection, we introduced a new fabric—luxe, fluid eco-viscose—that feels like a natural evolution of our signature silhouettes. It’s the lightweight, effortless counterpart to our core collection, designed for movement, travel, and the shifting moments of the season.

7. &OR Collective promotes a wardrobe built over time, rather than seasonal overconsumption. How do you see this concept evolving, and what impact do you hope it has on consumer behavior?

We want to disrupt the cycle of disposable or fast fashion and support a new way to think about our wardrobes. Instead of constant newness for the sake of it, we focus on refining and expanding a modular system—pieces that build upon each other. The goal is for customers to invest in fewer, better things—items they return to again and again, not just for a season but for years.

8. Looking to the future, how will &OR Collective continue to be a leader in innovation?

Our vision for &OR is to prove that a zero-waste, fully circular fashion model can exist without compromise. We’re laying the foundation now with our knitwear, but as we grow, we see this philosophy expanding into new categories—accessories, footwear, home. The goal is to create a blueprint for what fashion can and should be: responsible, forward-thinking, and deeply connected to the way people truly live.