The Simple Life

Dee Johnston and her new range of sustainable baby sleepwear, Plain & Simple.

The Simple Life

Dee Johnston and her new range of sustainable baby sleepwear, Plain & Simple.

In 2018, you set out to live a slower pace of life – what does that mean in practice?

For my two daughters and me, living a slower lifestyle has been a gradual process. I've simplified my daughters' schedules, online grocery orders, friendships(!), created a modular wardrobe, and downsized to a 70-square-metre section. My consumer behaviours have changed too – I tend to swap items with friends or buy secondhand.

As a result of living more simply I found the time and space to create. Two years later Plain and Simple was born.

Tell us about Plain and Simple.

We are a minimalist, sustainable baby sleepwear company founded in Wellington. We make a range of baby sleepwear and maternity wear from natural fibres. Our ethos is 'buy once, buy well'. Our pieces are designed to last and be passed on. 

How do you balance consumption with sustainability?

I have two basic philosophies when designing a product – simplicity and minimal impact. I make these considerations when looking at a product’s entire lifecycle. All our products are all made from natural fibres, which can eventually be given back to the earth.

Consumption is here to stay. It’s not going anywhere and we don’t live in a barter economy. But we can all make better choices, and buy products that last for generations. 

How important is traceability now?

It's paramount. We've invested in fully traceable New Zealand merino and organic cotton, our zips are made from recycled plastic bottles, and our packaging is compostable or reusable. 


Plain & Simple

plainandsimple.eco

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