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  • Amazon Opens Brick And Mortar Store Reimagining In-Store Shopping With Amazon Style

    Amazon Opens Brick And Mortar Store Reimagining In-Store Shopping With Amazon Style

    Have you ever been browsing Amazon for apparel and desired you could try anything on before making a purchase? If you reside in Los Angeles, you will be able to do so very soon.

    While everyone else is shifting their operations online to manage and expand them, Amazon is doing the exact opposite by creating a physical location. Amazon is launching a new sort of store devoted just to clothes, and it will, of course, be equipped with cutting-edge automated technologies. Will go by the name, Amazon Style, which will be a store that will sell clothing, footwear, and fashion accessories.

    “Our first-ever physical apparel store offers a personalized, convenient shopping experience where Amazon’s technology and operations make it easy for customers to find styles they love at great prices,” the company wrote in a blog.

    Customers may shop for familiar names while also finding new and rising designers among the store’s hundreds of top brands. Customers may submit goods to a fitting room via the Amazon Shopping app, where they can use a touchscreen to browse more alternatives, rate products, and request more sizes or styles, which are delivered directly to their room in minutes. To help consumers find looks they’ll love, Amazon Style blends Amazon’s passion for fashion with excellent technology and best operations.

    WHAT’S IN AMAZON STYLE?

    style

    Amazon Style will be the e-commerce giant’s first physical shop, offering apparel, shoes, and accessories for men, women, and children. According to the firm, Amazon style will showcase display products, giving in-store shopping- more looks and less clutter. As per the amazon team, the physical store will feature hundreds of brands hand-picked by fashion designers, as well as input from millions of customers who buy on the company’s website. The first Amazon physical store will open sometime this year in The Americana at Brand in Los Angeles, California.

    Amazon, in usual manner, is attempting to leverage technology to make the physical retail experience more seamless and convenient. The actual store will be distinguished by racks with QR codes that consumers can scan with their phones to view available sizes, colors, customer reviews, and product specifications. Then, when you want to try anything on, you just press a button. They’ll get sent to dressing room. Amazon will also send you other goods on its own initiative, similar to suggestions, although you are not required to try them on or wear them. When a fitting room is prepared and packed with your items, the Amazon app will notify you.

    amazon

    Amazon Style will provide shoppers a broader range than other stores without the clutter of racks upon racks of clothing, according to the business, and its enormous distribution network will allow it to refresh its in-store goods on a frequent basis.

    Customers do not have to leave their fitting rooms to continue shopping. They can rate items on the tablet to get fresh suggestions in real time, and they may request more designs and sizes to be sent to their fitting room closet in minutes. Amazon Style’s on-site operations, along with modern technology and procedures employed in Amazon fulfilment facilities, enable this quick delivery. Touchscreens in the fitting room will allow you to request more things. If you wish to purchase something, you may do it in-store or save it to your Amazon Shopping app for later purchase. You can also use the app to locate clothes and have them delivered to an Amazon Style shop for in-person fittings.

    Personalization is at the heart of Amazon Style. As customers shop, the machine learning algorithms provide personalized, real-time suggestions for them. Amazon Style will  propose things particularly for the customers while they tour the shop and scan items that capture their interest. Customers may contribute information like their style, fit, and other preferences to obtain more refined recommendations for an even more personalized experience. Customers can simply browse discounts in store that fit their preferences directly in the Amazon Shopping app, making shopping for bargains even more customized and simple.

    Personal style used to be pricey and exclusive, but thanks to Amazon Style’s advanced technology, distinctive store design, and attentive curation, they’ve made it easier than ever for consumers to find goods that make them look and feel fantastic.

    GETTING ALONG WITH IN-STORE AND ONLINE SHOPPING

    style

    Amazon Style provides the same amazing prices as Amazon.com, as well as Amazon’s large assortment of fashion and the convenience of seeing and trying on things. Here are some of the ways Amazon has made shopping convenient, whether in person or online:

    • Discover in- store, buy online: Customers may simply locate and buy more styles online in addition to Amazon Style’s large range of goods available for purchase in-store.
    • Keep shopping after leaving the store: Goods scanned at Amazon Style are kept in the Amazon Shopping app, making it easy to come back and buy later or browse additional items online from the new companies identified in the store.
    • Shop millions of items online, try on in- store: Customers may shop for clothing on Amazon.com, have it delivered to Amazon Style, and try it on in a fitting room. Customers may return items in store if they aren’t ideal, and Amazon will do the rest.
    • Great prices: Amazon Style is no exception to the company’s reputation for low costs. The prices in stores will be the same as those on Amazon.com. Customers may also use the Amazon Shopping app to browse offers at stores that match their interests.

    THE CHANGE – BY AMAZON

    amazon

    Interestingly, Amazon makes no mention of whether the shop would use “Just Walk Out” technology, which allows you to grab things from the shelf and leave without having to pay for them at a register. Simply put, your Amazon app has been charged. However, Amazon One will be supported by the shop. It’s a technology that allows you to pay for things after confirming your identification with your palm.

    Amazon’s clothes shop isn’t the company’s first foray into physical retail. In addition to its two dozen physical Amazon Books sites throughout the country, the business had set to launch and is now open, its first “smart” food store in Woodland Hills in 2020.

  • France Adopts The Anti-Waste Law

    France Adopts The Anti-Waste Law

    Every year, approximately 300 million metric tonnes of plastic garbage are generated throughout the world. Each year, India produces roughly 9.46 million metric tonnes of plastic garbage. From 1950 to the present, researchers estimate that 8.3 billion tonnes of plastic have been produced. 60 percent of the plastic has ended up in landfills or the global ecosystems as plastic garbage. Despite different attempts, just 9% of plastic garbage has been recycled so far, and only 12% has been burnt. The remaining 79% has been collected in our surroundings.

    In 2016, France produced a significant quantity of the trash, averaging 4 to 6 tonnes per person. Large amounts of post-consumer trash are hardly recycled back into circulation, escape through the waste management system’s seams, and end up creating environmental harm and posing a threat to biodiversity. France created around 4.5 million tonnes of plastic garbage in 2016, with 80,000 tonnes harming the environment and 10,000 tonnes entering the Mediterranean Sea. As a result, France was responsible for the most environmental degradation in the Mediterranean area that year.

    Furthermore, large amounts of post-consumer waste are mishandled, and goods and products are thrown away before even being utilized once. Unsold goods worth EUR 630 million are discarded in France every year. When perfectly excellent things are thrown away unnecessarily, the energy and materials utilized to make them are also squandered. Unsold items are destroyed, resulting in 5 to 20 times higher GHG (greenhouse gas) emissions than if they were reused.

    Plastic waste has now become a major issue for governments all over the world. To address this issue, the French government has taken a bold step by passing Law no. 2020-105, often known as the “Anti-Waste Law,” which sets a target of recycling 100% of plastics by 2025.

    THE ANTI – WASTE LAW

    Since 2015, the European Commission has been focusing on an implementation plan to help Europe transition to a circular economy. The French government approved “The Anti-waste Law” on February 10, 2020, to combat waste and encourage a circular economy. The law intends to minimize waste and pollution at the design stage and shift from a linear to a circular economic model of production, distribution, and consumption. It uplifts businesses in a variety of sectors, as well as municipalities and citizens, to reduce waste and enact more circular practices.

    Full oversight in environmental and health attributes of goods, surveillance on the recycling program, restriction on the use of plastic, assistance to fight pollution and waste of both food and non-food commodities, rigid punishment for environmental violations, provision to support companies in their eco-friendly initiatives, and so on are among the fifty measures included in the law. To sum up, the law aims to-

    • To scrap out single-use plastic packaging by 2040
    • Eradicating waste by revitalizing reuse and aiding charitable organizations
    • Handling planned obsolescence
    • Endorsing a better resource management system from design stage to material recovery
    • Present improves, stronger and more seamless information to the consumers

    How the government of France aims to achieve this anti-waste law? By 2025, the French government plans to recycle 100 percent of plastic. By 2030, they plan to reduce home garbage and waste from business activities by 15% and 5%, respectively. To accomplish this, the government intends to establish a five-year strategy focusing on plastic reduction, reuse, and recycling. It will be phased in over four years, from 2020 to 2025, 2025 to 2030, 2030 to 2035, and 2035 to 2040.

    PRESENT DATE SCENARIO

    Source: Twisted Sifter

    When France prohibited the disposal of unsold food goods in 2016, it made international news. This restriction will be expanded to other unsold commodities, such as electronics and hygiene products, beginning this year, 2022. From January 1st, it is unlawful in France to burn a variety of unsold items, as part of the government’s goal of establishing a “circular economy” and minimizing waste.

    From this year, 2022 onwards, it is illegal in France to destroy the following unsold goods- electronic products, textiles, clothes and shoes, furniture, ink cartridges, hygiene products, food preservation and cooking equipment, leisure products, books, and school equipment.

    Affect Of Anti- Waste Law on Fashion Industry

    What is the actual amount of trash produced by the fashion industry? Every year, the average consumer discards 70 pounds (31.75 kilograms) of apparel. Every year, we generate 13 million tonnes of textile waste, 95% of which might be repurposed or recycled. For the past five years, post-consumer trash has been at the forefront of the circular economy debate in the fashion sector. “The 2020 Preferred Fiber and Materials Market Report reveals that the global fiber production has doubled in the last 20 years, reaching an all-time high of 111 million metric tons in 2019 and pre-COVID-19 results indicated potential growth to 146 million metric tons by 2030.”

    As per French Lawmakers, the fashion sector is a viable target of the new laws as apparel merchants, in particular, will have to refresh their items more regularly (than those of other industries) as they often have unsold overstock. The industry, as a result of its long-standing procedure of destroying unsold merchandise to avoid selling it at a reduced rate and/or paying to store it, is one of the major causes in terms of more than €650 million (nearly $710 million) worth of new consumer goods destroyed or disposed of annually in France, and $900 million worth is unsold items that end up in landfills.

    How exactly is France recycling the wasted clothes? More demand for recycling choices arose as a result of increased interest in the environment and a desire to live a safe life. There is no denying that over 60% of the garments wind up in the garbage. So, what happens after that? Garments that are dumped in the trash are collected by ECO TLC organizations or businesses. The collected clothing is then processed by hand and resold to second–hand retailers or delivered to textile recycling organizations, which is the labor portion.

    After that, all of the textiles that can no longer be worn are transported to be recycled, where they are chopped, shredded, frayed, or crushed, and then turned into rags, insulating products, new garments, or secondary raw material. . Few firms in France, such as Hopaal, Maison Izard, and others, are already providing precedents for other large brands, demonstrating what is possible.

    The Policy Measures

    Source: Ministry of the Ecological Transition

    The law includes plenty of measures, to help shape the adaptation to a circular economy. The demolition of unsold non-food items is prohibited in France for the first time. Instead of dumping or incinerating unwanted items, businesses will be required to repurpose, donate, or recycle them.

    It is also the first country to require that electronic and electric items, including cellphones, computers, washing machines, and televisions, have a mandated modifiability index. This strategy attempts to enhance the proportion of devices that are fixed by requiring manufacturers to consider modifiability throughout the design stage and educating customers about repair alternatives when purchasing a gadget.

    By establishing new employment and promoting the solidarity economy, the law also hopes to inspire societal reform. France is also supporting circular solutions to help those living in difficult situations by setting aside funding to encourage the development of 70,000 employment in reuse networks and encouraging the donating of unsold items to charitable organizations.

  • Big Brands Joining NFTs- The New black

    Big Brands Joining NFTs- The New black

    The fashion industry has put in a lot of work in recent years to digitally convert and adapt fashion to the digital world. Non-fungible tokens (NFTs) and blockchain technology are being used by brands to attract, authenticate, and engage with customers all around the world. But what precisely is NFT? Recently, a new trend of using NFTs to combine blockchain technology with creative intellectual property has emerged. The concept has grown across all market sectors, and today premium fashion merchants are now participating in the NFT business. Because changes are so important and complicated, the luxury fashion and beauty sectors have created extensive documentation to better comprehend the competitive environment. Without a doubt, the blazing fires of NFTs have ignited a burning desire for blockchain technology in the fashion industry.

    WHAT ARE NFTs?

    NFTs

    NFTs are cryptographic assets created with the use of blockchain technology. It allows for the transfer of value across a non-replicable medium. It can be a one-of-a-kind, non-recurring token that cannot be partitioned but can be used to depict real or virtual world items, including the token’s own attributes and ownership, all while staying inside a blockchain representation. This equips NFTs with the distinct characteristics that make them so appealing. Smart contracts, which are software programmes that regulate actions such as authenticating ownership and restricting their transferability, are used to generate NFTs.

    When a person creates an NFT, they write the smart software code that governs the NFT’s properties and contributes those qualities to the NFT’s blockchain. NFTs are digital files made as jpg, png,.mov, or 3D fashion files prior to getting minted (connected) to a blockchain. They are more than simply a chase to cryptocurrency. NFTs are controlled and authenticated as digital assets via digital accounting records or blockchains, and they are kept in digital wallets in the same way as cryptocurrencies and other assets are, and they serve as valuable objects sold in the digital environment.

    In simple language, NFTs cannot be copied or hacked and are not mutually interchangeable, which means, no two NFTs are the same. They are non-fungible, which signifies that instead of obtaining an actual object that you may wear (and which almost certainly has many replicas in the real world), you will instead receive a one-of-a-kind JPG file that cannot be replicated.

    ROLE OF NFT IN FASHION INDUSTRY

    Fashion

    The fashion and beauty industries have made a determined effort in recent years to enhance a true and precise knowledge of business developments in order to encourage new terms that are consistent with current corporate practices. Fashion’s the only chance of re-entering the fast-paced digital train was to build NFTs, as it had entirely missed the boat with E-commerce. When e-commerce first emerged, a huge number of businesses were completely disinterested in exploring the new channel. The fashion business has become significantly more cautious since then. Sustainable fashion and beauty is a big incentive for younger millennials and Gen Z market groups. Prestige companies may use NFTs to create unique experiences for their customers, increasing brand awareness, engagement, and revenue. Despite the apparent advantages, however, fashion has yet to find out the ideal way to utilize NFTs.

    NFT fever had gripped the year 2021. With the growth in Google searches for NFTs, the NFT business saw $2.5 billion in revenue during the first half of 2021, up from $13.7 million the year before. With the fashion business seeking to unlock the technology’s capabilities, it’s no surprise that Karl Lagerfeld has already stated that another release is in the works after their premiere in the virtual world.

    As popular as the Karl Lagerfeld NFTs have been, it’s critical for companies to grasp how NFTs vary from other sectors that are more acclimated to selling digital items. This is mostly due to the fact that conventional fashion firms, who are known for their reluctance to digitalization, are finding it difficult to let go of their physicality. As a result, individuals who follow this business are often left wondering what NFTs are, why everyone is eager to cash in, and what they imply for a market that has stayed steadfastly physical for so long.

    PLUSES AND MINUSES OF NFTs IN FASHION INDUSTRY

    As a designer, an NFT may produce virtual fashion goods that are separate from real-life products, addressing the problem of digital apparel reproduction. NFT broadens the selection of one-of-a-kind things. A fashion company may utilize it to offer its own show video or customized backstage photos. When it comes to digital copies, the NFT makes it simple for collectors to find the original copy they desire. NFT might have an influence on the resale market not only by keeping track of changes in ownership of a given item but also by paying corporations a premium whenever their goods are sold in the second-hand high-end market, for example.

    Regardless of their individual advantages, however, NFTs are still a pretty modern investment strategy that may provide buyers with unexpected challenges. Some issues to be aware of and investigate more before purchasing NFTs, such as the fact that anybody can take a picture of the artwork, upload it to a blockchain, and sell it, therefore purchasers must ensure that they are purchasing NFTs from the artist or that the seller has the authorization to sell the NFT. By themselves, NFTs are unable to link the production or ownership of an NFT to a real person in the physical world or to verify that the NFT’s creator has the fundamental entitlements to connect that NFT with a certain creative work.

    BIG FASHION BRANDS JOINING NFT MARKET

    Below is a breakdown of the many brand tactics for handling the NFT area in the fashion industry, including specific adjustments, how bitcoin carbon emissions are being mitigated, and what’s next in the space.

    • RTFKT’s Virtual Sneakers
    NFT

    The RTFKT brand was founded in 2019 and quickly established itself as a leader in the virtual sneaker market. Early in 2021, the company worked on a project with “Fewocious,” a well-known crypto artist who was only 18 at the time. He created three virtual sneakers that buyers could “try on” via Snapchat before entering an auction to buy them. The top bidder was also given the opportunity to receive a tangible pair of sneakers to try in person. The partnership lived up to the expectations, selling 600 pairs of sneakers in just 7 minutes for a total of 3.1 million dollars.

    Since then, RTKFT has expanded its portfolio by collaborating with “The Fabricant” to produce a new collection of seven virtual products, which received $8 million in their most recent financing round.

    • GUCCI Selling NFTs
    NFTs

    Gucci was the first luxury house to venture into the world of non-traditional textiles. The NFT of the legendary Italian fashion business was inspired by a movie by their “Aria” collection in cooperation with Alessandro Michele, rather than being patterned after fashion products. Christie’s auctioned this four-minute clip for a whopping 25,000 million dollars.

    • Louis Vuitton- NFTs collecting Game
    nfts

    On the occasion of its founder’s 200th birthday on August 4th, Louis Vuitton merged fashion and technology by releasing “Louis the Game,” an adventure-style game in which players must navigate around Vivienne’s dollhouse.

    Aside from that, gamers flocked to various locations to acquire 200 candles to commemorate the 200th anniversary of their birth. The trip included 30 hidden NFTs and 10 NFTs created in partnership with prominent NFT artist “Beeple.” This game’s NFTs are free to gather and not for sale to the general public.

    • Prada’s Partnership With Adidas
    nft

    In the latest incarnation of luxury in the metaverse, Prada is presenting its first NFT in collaboration with Adidas: an audience digital work in a Beeple-style collage.

    Anyone may register to upload an image using a specifically developed filter that will be modified, jumbled up, and 40% of the image erased to make the image anonymous starting on January 24. Three thousand of the individual images will be chosen at random and minted as one-of-a-kind NFTs by Adidas for free. The owner of the artwork will be the person who submitted it, and they will be able to sell their NFT on the secondary market. Zach Lieberman, a digital artist, and creative coder will subsequently merge the selected photographs into tiles into one massive patchwork NFT.

    • Burberry With Blankos Block Party
    burberry

    Burberry collaborated with a video game company to create its own NFTs. After the triumph of its own game, B Bounce debuted in 2019, the brand went into the digital world by collaborating with Mythical Games’ Blankos Block Party on a charming shark Blanko that can be acquired, updated, and sold in-game. The Burberry NFT, unlike Ethereum, does not function on the energy-intensive Proof of Work crypto paradigm, but rather on a proprietary EOSIO blockchain protocol that uses a significantly less energy-intensive Proof of Authority methodology.

    • Overpriced- Scannable Hoodies
    overpriced

    Overpriced, the world’s first NFT-driven fashion business, has created a real-life sweatshirt with a scannable code that allows the hoodie’s owner to show it around. This sweatshirt is being auctioned for $26,000 USD on the NFT site “BlockParty.”

    overpriced

    Because most fashion labels, such as Balenciaga and Fortnite, place their NFTs inside closed systems, the concept of a virtual wardrobe that moves across multiple gaming platforms and digital worlds is still a work in progress. Polygon, for example, is attempting to alter this. Dolce & Gabbana, a luxury fashion business, has launched NFTs on the platform, emphasizing the ease with which their clothing may be moved between many digital “worlds.” “There’s going to be a lot of money in the NFT fashion industry,” said Joseph Pallant, the creator of the Blockchain for Climate Foundation and an NFT specialist.

    FUTURE WITH FASHION & METAVERSE- UNLOCKING LIMITLESS POSSIBILITIES WITH NFT MARKET

    fashion

    The co-founder of stablecoin Tether, William Quigley said, “I’m betting that the revenue model for the metaverse is going to be NFTs.” The Bitcoin pioneer, Quigley, sees the Metaverse as “a massive economic force that will profoundly affect people’s lives in the years ahead.” The fashion industry must grasp that NFTs are all about digital item ownership, and the Metaverse is merely extending that notion into one or more virtual worlds in order to prepare for the metaverse’s future. Despite the fact that the Metaverse as a business model is still in its infancy, NFTs are turning this creative playground to life.

    Neuno, created by Natalie Johnson, sees the promise of NFTs as well. Neuno is urging the fashion industry to reach a digital utopia where one may possess a unique piece of “fashion history” by bridging the gap between the actual world and NFTs.

    You can’t discuss NFTs and the Metaverse without mentioning the recent emergence of NFT markets, which provide users with a location to purchase and trade NFTs. Investors such as billionaire entrepreneur Mark Cuban, music tycoon Jay-Z, and Google Ventures, which give seed, venture, and growth-stage capital to digital firms, have taken notice of some of these sites. The vocabulary of the future will revolve around NFTs, cryptocurrency, blockchain, skins, and metaverse.

  • 6 Circular Brands In Ellen MacArthur’s New Book

    6 Circular Brands In Ellen MacArthur’s New Book

    Ellen MacArthur

    Circularity has been discussed by Dame Ellen MacArthur since 2010, although the concept has only lately gained popularity. After retiring from sailing 12 years ago- MacArthur being the first woman to solo around the globe- she founded the Ellen MacArthur Foundation to bring together the worlds of business, education, fashion, agriculture, and beyond to conceive a dramatic transformation to a “circular economy.” A circular economy, in contrast to our existing linear concept of creation, consumption, and disposal, entails reducing waste, keeping items in circulation, and renewing nature.

    MacArthur launched the book on the 2nd of December, 2021, at Business of Fashion VOICES. Circular Design for Fashion was created in honor of fashion’s enormous potential to change to a circular economy, as well as its creatives – enthusiastic disruptors who are always looking for new ways to innovate. The book introduces a new design approach and inspires designers to think about how they might help shape a more resilient and successful fashion sector that addresses climate change and biodiversity loss. Investigate the challenges of creating with three concepts in mind: reducing waste and pollution, cycling products and resources, and renewing nature. The book presents an assorted mix of voices, well-known names like Stella McCartney, Gabriela Hearst, and Eileen Fisher, as well as upcoming designers like Bethany Williams and Duran Lantink, upcycling professionals like ADIFF’s Angela Luna and Loulwa Al Saad, regenerative agriculture assets like Fibershed and FarFarm, Gucci and its parent company Kering, and some of the industry’s most successful corporations like Inditex, Fast Retailing, and H&M.

    SUBSISTENCE BY CIRCULAR DESIGN

    Circular design

    Many firms and designers in the fashion field have begun to take initiatives to remove waste and pollution from their product lifecycles in recent years. Elodie Rousselot, the strategic design manager at Ellen MacArthur Foundation says, “I think we’re witnessing a beautiful moment in the industry, where many are actively looking at how they can change their businesses and the way they design products to be fit for the circular economy.” The goal of circular design is to create goods and services that don’t have a linear life cycle with a beginning, middle, and conclusion. The goal is to create goods that can “be produced to be made again,” as ex- CEO of IDEO, Tim Brown phrased it.

    The move to a circular economy (CE) presents designers with a variety of new issues and necessitates particular knowledge, tactics, and methodologies. The CE idea broadens the scope of the design process and encourages the incorporation of new knowledge domains and abilities. Throughout all phases of the design process, substantial engagement with stakeholders and specialists is required for the CE to be implemented successfully in reality. Design firms have responded to the CE by forming dedicated CE research and design workgroups, facilitating information flow, constructing their own circular strategies and techniques, and pursuing long-term client relationships that encourage designers to become involved in the lifecycles of crafted artifacts rather than viewing design projects as one-time events. Many designers have taken the initiative too. Amongst such designers are the six contributors, highlighted by Rousselot in MacArthur’s book, who are at the forefront of the movement towards the circular fashion industry.

    ORANGE CUTURE BY ADEBAYO OKE-LAWAL

    Orange culture

    Adebayo Oke-Lawal creates gender-neutral clothing with a 90 percent indigenous Nigerian supply chain that includes everything from material procurement to dyeing and printing. The designer tries to guarantee that money stays in the community through his Lagos-based label Orange Culture, while also training his suppliers and staff about sustainable manufacturing processes so that they may apply what they’ve learned to other initiatives.

    “They’ve also begun encouraging shoppers to return undesired clothing so that it may be turned into new outfits and sold again. It’s more than just a repair service. It’s almost as though the clothing had a new narrative to tell.” Rousselot said, “Orange Culture uses the offcuts from its manufacturing process to form new products or elements such as lining.”

    RAEBURN BY CHRISTOPHER RAEBURN

    Raeburn

    Whilst pursuing fashion design in London in the early 2000s, Christopher Raeburn began working with excess fabrics and clothes, purchasing unworn military coats from the 1950s for £1 apiece and reworking them into new outfits. Since then, he’s pushed to expand the use of reused materials in mass production with his own British Fashion Award-winning label Raeburn, along with switching ‘Timberland’ to regeneratively cultivated leather as creative director for the footwear company.

    “He was one of the first to bring this practice to a commercial scale, in a way that is attractive and different from what you would expect from an ‘eco brand,” Rousselot said.

    ICICLE BY YE SHOUZENG AND TAO XIAOMA

    Icicle

    Icicle, a Chinese company founded in 1997 by husband-and-wife team Ye Shouzeng and Tao Xiaoma, uses five primary materials – cashmere, linen, wool, silk, and cotton – that is sustainably sourced and lightly treated to preserve the attention on the fibers’ inherent beauty. To maintain transparency and protect the welfare of garment workers, the company does all of its design and manufacture in-house at its own facilities.

    Rousselot quotes about the innovative couple- “They are bringing this different perspective to a circular design, which is based on traditional Chinese philosophy and runs counter to the Western idea that we’re born, we die and then that’s it”

    MARINE SERRE

    Marine Serre

    Aside from her signature crescent moon motif, French designer Marine Serre is recognized for using repurposed materials such as household linens, carpets, and towels in 50% of her designs. Serre’s work, which was awarded the esteemed LVMH prize in 2017 and is distributed by big shops like Selfridges and Browns, demonstrates that waste materials, notwithstanding their nasty reputation, may have a place in the premium fashion industry.

    “She’s extremely cutting edge in the way she designs with these textiles,” Rousselot said. “In fashion design, usually what students are taught to do is to define a color palette that will guide their collection and then find the fabrics to match.”

    FIBERSHED

    fibershed

    Fibershed is a non-profit organization that assists businesses in gaining access to hyper-local textile supply chains by employing regenerative agricultural techniques that retain carbon in the soil rather than releasing it. Designer Phoebe English recently produced a line of outfits for the COP26 climate conference in conjunction with its regional arm in South East England, for which all fabrics were farmed, dyed, spun, and processed within a 250-kilometer radius of her London studio.

    Rousselot quotes- “This approach means you are not growing hectares of cotton, you’re growing different types of crops that naturally thrive in the area such as nettle or hemp.”

    NKWO BY NKWO ONWUKA

    fashion

    Nkwo Onwuka, a British-Nigerian designer, created Dakala, a new African textile that looks like hand-loomed fabric but is manufactured by stripping and putting together discarded denim pieces. She currently instructs indigenous women in Abuja to use their traditional textile crafts abilities to manufacture new garments from the heaps of garment trash transported to Nigeria from western nations, with the goal of “weaving waste into prosperity.”

    “She’s also started looking at sourcing cotton locally,” Rousselot explained. “Nigeria doesn’t grow a lot of cottons but unlike in Kyrgyzstan, where it’s a cause of desertification, in Nigeria, it can grow rain-fed so it doesn’t require extra irrigation.”

    CIRCULAR FASHION: THE CURRENT SCENARIO

    The circular fashion industry is being embraced by more than just independent or eco-friendly apparel manufacturers. 64 of the world’s largest fashion brands, including Adidas and Inditex, inked a pledge in January 2018 to speed the transition to a circular business model. Adidas, for example, decided to address the issue of materials by gradually implementing a 3-Step Loop Strategy, in which Step 1 is to use recycled materials, Step 2 is to make those recycled materials part of a loop that can be reused, and Step 3 is to bio-fabricate the materials of the future so that when they come out of the loop, they are biodegradable and can be returned to nature without endangering it.

    Denim is a wardrobe must for millions of individuals all over the world. The manufacture of a single pair of jeans in traditional way consumes 3,781 liters of water, which is a fact that the majority are unaware of. However, of late, we have seen that Ellen MacArthur foundation and other initiatives in the industry have ensured that the industry moves firmly in the direction of circularity and we hope to see huge changes very soon.

    The Ellen MacArthur Foundation had created The Jeans Redesign, a set of recommendations aimed at encouraging the denim industry to embrace the circular economy more effectively. Hundreds of companies have already signed on and committed their support. Among them are Gap, H&M, Wrangler, and a many other well-known brands. In June 2021, the first redesigned jeans utilizing the criteria was finished, proving that circular jeans may be made now.

    IMPORTANCE OF CIRCULAR FASHION ON PLANET

    “Cradle to Cradle is like good gardening; it is not about “saving” the planet but about learning to thrive on it,” a quote by Michael Braungart says it all. The contemporary industrial infrastructure’s design goal is to provide an appealing product that is inexpensive, complies with rules, performs well enough, and lasts long enough to fulfil market expectations. With a projected worldwide population of nine billion people by 2030, nature will face unprecedented challenges in meeting human demands. The purpose of circular fashion is to guarantee that clothing is manufactured from safe and renewable materials, that innovative business models increase its usage, and that old clothing is reused. We want to see the garment industry progress to a future where every material is securely used and reused, ecosystems are protected, and people have meaningful jobs. This is the circular fashion philosophy, as well as why it is so vital.

    Clothes are an outward manifestation of our personality, and while variety is important, we should be more careful of how much we really need.

  • Denmark Strives Against Greenwashing With New Guidelines

    Denmark Strives Against Greenwashing With New Guidelines

    Greenwashing

    Greenwashing and the abuse of terminology like “sustainable” have resulted in negative headlines for numerous businesses. In Denmark, such situations also result in hefty fines. Danish Crown (Europe’s largest pig producer) was summoned to court on June 4th, 2021, by a group of green climate activists. Since the fall, the Danish Crown has been waging a campaign to promote “climate-controlled” and “more climate-friendly than you believe” branding on pig products. According to climate activist organizations, the ad is accused of greenwashing a product that should not be called environment-friendly.

    The Danish Consumer Ombudsman presented a series of court cases just before the new year as part of a new ‘short guide’ for businesses on how to deal with environmental marketing. He has advised corporations that any promises about sustainability must be backed up by facts from a lifecycle study.

    Given the current controversy about the usage and use of life-cycle assessment (s) in the fashion industry, this throws up a potentially big bag of worms, especially for apparel businesses. When making sustainability claims, the Danish Ombudsman believes that health, social, and ethical aspects must be taken into account, and admits that it is “extremely difficult to name a product, etc. sustainable without being deceptive.”

    According to the new criteria, organizations must be able to prove their marketing assertions. ‘As a result,  the Consumer Ombudsman advises firms to be as precise as possible when stating how a product shines,’ they write. “It is deceptive marketing if a product does not conform to the marketing.” The recommendations give several examples of when “writing favorably about a product’s environmental impact without having necessary proof” may be a breach of Denmark’s Marketing Act.

    KEY PRINCIPLES

    There are a few overarching elements that the Consumer Ombudsman emphasizes in the new guidance:

    • As with other marketing statements, environmentally focused ones must be correct as well as both clearly phrased (so as to avoid consumers getting the wrong picture) and not omitting any important information.
    • When speaking about actual circumstances you must be able to evidence what you say, and your statements must be supported by independent experts.
    • You must apply the methodology of a full life-cycle analysis as support of general statements about being environmentally friendly.

    THE NEED FOR REGULATION: SUSTAINABLE & ECO-FRIENDLY

    sustainable

    The environmental and societal effect of the things that customers buy nowadays has a big impact on their shopping decisions. The proliferation of certification labels, some of which are backed by official standards and laws and others that are not, complicates this product purchase choice. Because of this variation in labeling dependability, labeling is no longer straightforward or obvious for customers. Furthermore, many labels are not just misleading, but often purposely dishonest in order to conceal the negative environmental characteristics of a product. Something is fundamentally wrong, and we need to talk about how certification labeling might assist push sustainable purchasing to the next level while also addressing (some of) the reasons for greenwashing.

    The Consumer Ombudsman’s starting premise is that when consumers read a generic “eco-friendly” remark about a product, they are likely to think that it has no negative environmental consequences. This, however, is not always the case. Such comments will be deceptive if they are not verified, and the other side of the coin is that the requirements for demonstrating that you are genuinely eco-friendly are rigorous.

    It must be in the form of a “real” cradle to grave life-cycle study validated by impartial specialists, not just any proof. It helps if you have permission to use an official label for the product since this allows you to utilize words like “less harmful to the environment,” “more eco-friendly,” and so on.

    The Consumer Ombudsman further adds the following four conditions for phrasing the positive impact:

    1. It cannot be marginal in nature.
    2. It cannot be created through a process that harms the environment.
    3. It cannot be weighed down by climate-damaging features, preventing, for example, products from polluting sectors from being marketed as eco-friendly.
    4. It cannot be a common feature of similar products.

    There are a few things to keep in mind for firms. First, if a product just meets climate or environmental criteria, this cannot be promoted as a unique characteristic. Second, statements must be updated on a regular basis if, for example, technical advancements or changes in legislation render the statement no longer factual and fair. Special rules may also apply to the marketing of specific items or to certain consumer groups.

    SUSTAINIIBILITY AND THE FUTURE

    sustainibility

    Because it is simple to claim that you are acting sustainably, sustainability is one of the most regularly utilized concepts in greenwashing activities. The Danish Consumer Ombudsman defines sustainability as “growth that meets the requirements of the present without jeopardizing future generations’ ability to satisfy their own needs,” based on the Brundtland study “Our Common Future” from 1987.

    But what about green and ethical clothing? Apparel is after all one of the biggest industries which face eco-friendly production issues. Many brands, in fact, have stepped into sustainable and green clothing, but are they truly doing it as well? Citing an example here. At least some organic cotton, recycled polyester, or Tencel is used in each garment in H&M’s Conscious collection. H&M may appear to be environmentally friendly when combined with the brand’s in-store clothes recycling programmes, but these initiatives aren’t representative of the company as a whole. In 2016, Henrik Lampa, H&M’s Development Sustainability Manager, stated that only 0.1 percent of donations to its in-store recycling boxes get recycled into new textiles.

    Pact Apparel and Patagonia, both of which have a good track record with organic and recycled materials, choose Fairtrade certification instead of a stronger one like Fairtrade America or Fairtrade International. Unfortunately, in US supermarkets, the labels are more likely to be found on chocolate bars or bananas than on garments. So, when it comes to fashion, GOTS Certified is a wonderful certification to look for because it covers organic content, additional chemicals, and labor throughout the garment’s creation.

    It’s not as simple as switching to organic cotton or promising to use less water to make environmentally friendly jeans. “There can never be 100% sustainable apparel,” says Michelle Marsh, creative director at Ã‰tica. “However, by approaching denim holistically, we can substantially cut both our consumption and our effect.” Switching to organic cotton, utilizing non-chlorine-based bleaches and bio-based natural indigo, recycling fibers, and applying all of these processes in the production of labels, hangtags, and packaging, in addition to the denim itself, are all examples of this.

    “GREEN” EVERYWHERE

    Because pictures speak louder than words, the Consumer Ombudsman has also looked at symbolic green communication, such as when one uses pictures, symbols, drawings, colors, or otherwise green slogans, mottos, visions, or the like to demonstrate that you are not a threat to the environment. Using such images gives buyers the sense that they are dealing with a sustainable source, which is false unless you can provide proof to back up that notion. In general, you cannot portray yourself as being greener than you are- this is known as greenwashing.

    Because the Consumer Ombudsman investigates cases based on complaints, consumer advocacy from impact organizations may help to increase the number of instances where firms are accused of and probed for greenwashing in the future. The Danish Marketing Practices Act serves as the legal basis for the anti-greenwashing guidelines, with the Consumer Ombudsman interpreting some of the basic provisions in the legislation in a green context. Fines are imposed for violations of the Danish Marketing Practices Act, and the Consumer Ombudsman’s rulings are made public.

  • A Step Towards Saving Earth: New York’s Fashion Sustainability Act

    A Step Towards Saving Earth: New York’s Fashion Sustainability Act

    new york
    Stella McCartney is the first designer to endorse New York’s Fashion Sustainability and Social Accountability Act. 

    With the new year 2022, comes fresh focus on sustainability from authorities in USA. Fashion Sustainability and Social Accountability Act was proposed on January 7 and which , if passed, would make NY to become the first state in the US to pass a bill, holding the largest fashion labels accountable for their involvement in climate change.

    The Fashion Sustainability and Social Accountability Act, sponsored by State Senator Alessandra Biaggi and Assemblywoman Anna R. Kelles, was also backed by a number of sustainable fashion nonprofits including the New Standard Institute, the Natural Resources Defense Council, and the New York City Environmental Justice Alliance, as well as designer Stella McCartney. The law applies to global apparel and footwear companies with revenues of more than $100 million.

    WHAT EXACTLY DOES THE BILL SAY?

    Prada, Nike, Armani, Gucci, Chanel, and all other global high-end fashion brands with more than $100 million revenues are liable to map out at least half of their supply chain from raw material farming ,through transportation, and to reveal the social and environmental implications along the way. Fair labour pay, greenhouse gas emissions, and water waste and management are all examples of topics that must be made public. Under the Act, fashion firms must set goals in line with the Paris Agreement, which is limiting global warming to 1.5 degrees Celsius over pre-industrial levels – and present a strategy to achieve them.

    FASHION SUSTAINIBILITY ACT INTO EXISTENCE

    fashion sustainibility act

    “As a global fashion and business capital of the world, New York State has a moral responsibility to serve as a leader in mitigating the environmental and social impact of the fashion industry” quoted by Senator Biaggi in a press release. She also added, “a groundbreaking piece of legislation that will make New York the global leader” in holding the fashion industry “accountable” ensuring, “labour, human rights, and environmental protections are prioritized.”

    Companies would have 12 months to comply with the mapping rule (18 months for impact declarations), and if found in violation, they might face fines of up to 2% of their annual revenues. The fines would be directed to a new Community Fund run by the Department of Environmental Conservation, which would be used for environmental justice programmes. A list of companies determined to be non-compliant would be published annually by the New York attorney general.

    THE CURRENT SCENARIO

    sustainbility act

    Though many brands have become more vocal in admitting their role in climate change and human rights violations, efforts to correct the situation have been left to the companies and a variety of nongovernmental watchdog organizations such as the Fair Labor Association, which focuses on wage issues, and Higg, which focuses on supply chain reporting. They can be rather diverse.

    According to the UN Environment Programme, the worldwide fashion industry today accounts for 10% of global carbon emissions, which is more than the aviation and shipping sectors combined, as well as roughly 20% of global wastewater. Every year, the textiles sector produces an estimated 92 million tonnes of trash, which is expected to increase to 134 million tonnes by 2030. This deteriorating trend may mostly be linked to the rise of fast fashion, in which firms make and distribute low-cost, low-quality apparel that buyers discard after only a few wears.

    The head of New Standard Institute, Ms. Maxine Bédat said in a news release, “The Fashion Act is an effort to meet industry where they are, acknowledge the good faith efforts they are currently doing, and come up with a single standard that has some teeth.” The measure will now travel through Senate and Assembly committees, with the authors hoping to put it up for a vote in late spring when the state budget discussions are through.

    Though a step in right direction, it remains to be seen if the Act can bring some very objective standards to be complied with – rather than giving subjective directions leaving scope for misinterpretations and hence non-compliance. The fashion industry needs the governments large consuming regions of US / Europe and later even China and India. Till the time we have thoughtful intervention by the governments, sustainability and circularity is likely to remain dependent on subjective interpretations preventing its universal application.

  • Sustainable Progress Of Denim Brands 2021: Part II

    Sustainable Progress Of Denim Brands 2021: Part II

    Continuing with the sustainable progress of denim brands, we provide you with some more brands that design jeans with eco-wise and sustainable efforts to aid you with the best possible buy this year.

    1. BOYISH

    Boyish

    LA brand Boyish is a member of The Jeans Redesign project from the Ellen MacArthur Foundation, which outlines circular economy guidelines including making durable products. It also uses an ozone wash instead of chlorine bleach, a natural enzyme instead of polluting potassium permanganate, and REFIBRA, a fabric made using upcycled clothing and fabric scraps with Tencel. The brand also uses organic cotton certified by the Organic Content Standard (OCS Certified) and recycled cotton, which is the most sustainable cotton fiber source according to the Sustainable Apparel Coalition’s Higg Index. Its denim is cruelty-free and PETA approved. By 2023, 100% of the brand’s products will be made from plant-based fibers. It also plans to expand brand’s core collection to be more size inclusive and exceed living wage by 2023.

    2. OUTERKNOWN

    Sustainable brand

    A brand established from an understated approach to design and an overstated approach to quality, material and consciousness, Outerknown launched its New Denim Project with Madewell on a capsule collection that featured coats, skirts and tops. Brought in WellThread X Outerknown collection made with single fiber polyester and cotton is fully recyclable down to the labels and snaps. The brand also launched Women’s stretch jeans with Coreva Stretch Technology from Milan’s Candiani mill. Ninety percent of the fibers the brand sources are organic, recycled or regenerated, and 100% of its trunks are made with recycled or renewable fibers. It also opened FutureShop, a planet-friendly online marketplace. Its goals comprise of: Making 75% of fabrics and 50% of products circular by 2030. To serve as a key catalyst and leader for circular innovation industry initiatives by 2025 and advocate to protect worker rights, safety, and livelihoods.

    3. UNSPUN

    Unspun

    Unspun won Marie Claire UK Sustainability Award for Best Sustainable Jeans 2021. It used AI and 3D modelling to create custom and on-demand jeans that are unique to every customer. This first-of-its-kind custom-fit denim collection was a big leap in the fashion industry as each pair of jeans is made-to-measure, cutting out excess waste. The brand is reducing the industry’s emissions by 30%. It also launched PanHemp, a new denim fabric in collaboration with Pangaia.

    It also launched its Genesis Jeans which comprises of the fabric made with 99 percent GOTS certified organic cotton denim and 1 percent Lycra, and is washed using 100 percent recycled water and Greenscreen-approved chemicals. Unspun also ensures transparency element to its Genesis Jeans collection by including fashion tech firm Eon Group’s scannable CircularIDs to the jeans. Unspun’s 2021 sustainability goals include phasing out all cotton that is not recycled, organic or BCI and to eliminate all virgin poly from its fabrics. Other goals are   reduce Co2 impact by 53% in near future and reduce global carbon emissions by 1%. The brand aims to 100 percent biodegradable and compostable packaging and use low-impact transportation to ship fabrics.

    4. CLOSED

    Sustainibility

    Closed’s sustainable gains include the launch of the world’s first 100 percent degradable stretch denim made with the biodegradable stretch yarn Coreva. The innovative jeans are part of Closed’s “A Better Blue” denim line, which is manufactured with sustainable materials, low-impact dyeing processes and environmentally friendly washing techniques in Italy to save resources. Closed also introduced Jacron back patches for its jeans as a sustainable vegan-alternative to leather.

    Half of the men’s jeans, and 41 percent of the women’s denim in Closed’s Winter ’21 collection are a part of the A Better Blue line. The company followed the addition of organic cashmere in the F/W 21-22 range. It claims that it has saved 6,882,870 litres of water, 649,455 kWh of electricity, and 77,262 kg of solid waste of chemicals. Its future plans include: to provide PETA-approved vegan labeling, focus on making carbon-neutral supply chain and increasing the volume of A BETTER BLUE products to limit water, electricity and chemical consumption.

    5. WARP+WEFT

    Warp+weft

    The brand is on a mission to create the best sustainable denim in the world. Since the brand’s launch in 2017, they’ve sold more than 477,000 pairs of jeans and saved more than 572.4 million gallons of water. 98% of the water that goes into its denim is treated and recycled for additional use. To be completely transparent about its manufacturing process, Warp + Weft highlights elements like responsibly sourced cotton, eco-friendly dye from Dystar, water-saving techniques, and solar power. The brand also employs Ultra-absorbent Tencel fibers and waterless Dry Ozone technology, replacing bleach. It aims to launch a partnership with NGOs to provide clean drinking water in developing countries. For this it partnered with Charity: Water to provide a lifetime supply of water for 3,300 people for each pair of jeans sold.

    6. PRIMARK

    Primark

    Leading retailer Primark has pledged to make clothes that can be “recyclable by design” by 2027. In addition, it plans to work with suppliers to halve carbon emissions throughout its supply chain while eliminating single-use plastics from its operations by 2027. Primark has also committed to pursuing a living wage for workers in its global supply chain by 2030 and has partnered with material innovators Unifi, Inc to bring their REPREVE Our Ocean fibre to its newest denim style.

    The brand also partnered with Yellow Octopus, for a textile takeback service to divert garments from landfills in reusable pieces. It uses Sustainable Cotton Programme to trace the source of its sustainable cotton and is committed to training and educating 160,000 cotton farmers on more environmentally friendly farming practices by 2022. The brand launched its C2C Certified Gold Jeans which comes in a mom-fit and is made using a minimum of 50% renewable energy and 100% organic cotton. It has become a participant in the Circular Fashion Partnership, led by the Global Fashion Agenda that supports the development of the textile recycling industry in Bangladesh. The brand plans to provide living wage for its global supply chain workers by 2030.

    7. KINGS OF INDIGO

    Indigo

    Since 2012, Kings of Indigo has curated sustainable denim collections, making itself known as a leader in sustainable fashion. Fully PETA (vegan) approved since 2020, the brand uses 100% certified organic cotton; GOTS or OCS and EIM scored denim washes.  It launched 100% Recycled jeans 40 pieces collection that contain 100% recycled fibres and uses TENCEL Lyocel fibres for denim production. The brand uses fully recycled and sustainable trims – metals, pocketing, paper. It launched Re-Gen: a capsule denim collection made from NO new cotton (50% recycled fibers and 50% Refibra Lyocell). 6. Ensures elimination of PP spray on denims.

    KOI also uses ‘Retraced’, a new technology that maps out a brand’s full supply-chain, ruling out any and all greenwashing. The brand incorporates 100% carbon neutral Transport. Its plans to only use recycled natural or man-made fibers by 2025. KOI aims to use sustainable washing techniques for their denims by 2025 and also become carbon positive. It also strives to have full transparency through total supply chain by 2022.

    8. KUYICHI

    Kuyichi

    All denim produced by Kuyichi is made with one hundred percent organic cotton which reduces carbon emissions by up to sixty percent and some pairs incorporate post-consumer recycled denim. The boldest commitment Kuyichi made is its limit on the jeans it makes. To curb overconsumption and focus on jeans a customer will always wear, Kuyichi only sells a few timeless styles. All of their pure goods are produced in a conscious and innovative way, with a focus on quality denim with a perfect fit.

    Kuyichi stopped making seasonal collections and doing sales to make a statement against fast fashion. It is a member of The Dutch Agreement on Sustainable Garments & Textiles (AGT).  The brand is vegan and has a responsible business conduct (RBC) code. Some of its goals include: Make all denim with low impact washes and dye all denim fabrics with improved techniques by 2025; All denim will be sewn with ecoverde recycled Polyester sewing threads; Launching a new circular Business model pilot by 2021.

    9. PATAGONIA

    patagonia

    American clothing brand Patagonia has partnered with Finnish circular fashion and textile technology group Infinited Fiber Company for its regenerated textile fibre Infinna created out of textile waste. Additionally, Patagonia has collaborated with Natural Fiber Welding (NFW), a US-based material science company in a joint commitment to develop and scale circular solutions in textiles. Through its collaboration with NFW,  it reaffirms its commitment to its customers to never compromise – on performance, on aesthetic, on responsibility for the planet.

    The brand works hard to keep their products out of landfills. They collect and refurbish their old gear as part of five waste combating principles: Reduce, Reuse, Repair, Recycle and Reimagine. A program called “Worn Wear” allows consumers to buy used, as well as trade-in and fix their gear. The brand aims to be 100% carbon-neutral across entire supply chain by 2025 and source 100% of their energy from renewable projects. By 2025,  the brand’s packaging will be 100% reusable, home compostable.

    10. ÉTICA

    etica

    ÉTICA is a sustainable lifestyle brand focused on premium denim and knits. It claims to have reduced water use by 90%, energy consumption by 63% and chemical use by 70% compared to industry standards. The company is a member of the Better Cotton Initiative, and some of its mills are also certified to OEKO-TEX Standard 100, Cradle to Cradle and GOTS. It also uses recycled cotton, REFIBRA, and Tencel in its denim lines and seasonal collections are made with deadstock and upcycled fabrics too.

    As of 2021, the company’s fabrics are all free of microplastics, and all products are vegan-friendly as they are 100% free of animal materials (including fur and hide, with no trims, softeners, dyes, or other additives used that are derived from animals). ÉTICA’s Hang tags are made with soy-based inks and 100% recycled paper. The company aims to be plastic free at its headquarters and factories by 2022,  become 100% potassium free and develop sustainable botanical dyes.. The brand owns Re/Make Seal of Approval for Environment, Transparency, Labor Rights certification.

    11. GAP

    Global retailer Gap has launched ” Generation Good” capsule made of 100% natural fibres and recycled fabrics. It has also launched five exclusive sustainable denim styles as part of the Ellen MacArthur Foundation’s Jeans Redesign Project. Currently, 91 percent of Gap denim is part of its water-saving Washwell programme, which it notes is better than its original 2021 goal of 75 percent. The brand also announced its first-ever brand of home essentials – Gap Home which features sustainable items that are made from organic cotton and recycled materials.

    Gap collaborated with Kanye West for its Yeezy Jacket that is made up of recycled nylon and also acquired Drapr, an ecommerce startup and online application based on technology that enables customers to create 3D avatars and virtually try on clothing. The brand has committed to source 100 percent more sustainable cotton and is committed to converting 60 percent of its traditional polyester into recycled polyester by 2025.  It also aims to eliminate plastic shopping bags by 2023.

    12. WRANGLER & LEE (KONTOOR BRANDS)

    Kontoor-brand Wrangler has been working on making jeans from regeneratively grown cotton. It also launched the Retro Green Jean collection made from sustainably produced cotton, hemp, or recycled fabric. Wrangler opened its new platform WeCare Wrangler to inform consumers of its sustainability goals, current measures, and partnerships centered around three core themes: planet, product, and people. The brand collaborated with Infinited Fibre Company, to use regenerated, recyclable fibre Infinna in its Autumn2021 denim collection.

    Kontoor Brands also expanded its Indigood program in which its denim uses a foam dyeing process with no water, 89 percent fewer chemicals and 65 percent less energy with no discharge water. Lee teamed up with AppHarvest to be the exclusive denim provider for the company’s employees at its greenhouse. Kontoor brands sustainability goals include: save 10 billion litres of water by 2025, use 100 percent sustainably sourced cotton by 2025, increase Indigood-dyed products every year through 2025.

  • Sustainable Progress Of Denim Brands In 2021: Part I

    Sustainable Progress Of Denim Brands In 2021: Part I

    It’s always difficult to find the right jeans whose measures meet their branding. Consumers, designers, and suppliers have all been working together to re-imagine denim from the rivets up, owing to the growing awareness of the need for sustainable fashion. Below, we have enumerated some denim brands that design jeans with eco-wise and sustainable efforts to aid you with the best possible buy this year.

    1. LEVI’S

    Levi's

    Levi Strauss & Co. is a global leader in jeanswear and one of the world’s top brand-name apparel companies. This year, the brand launched its “Buy Better, Wear Longer,” Spring 2021 campaign, which raises awareness about shared responsibility and the environmental implications of apparel production and consumption. The introduction of 55% hemp blended fabrics, new natural-dye techniques, the expanded use of organically grown cotton, and the recyclability of every Wellthread garment was inculcated by the brand. Levi’s Wellthread used a technique by which ultrasonic waves are used to apply the dye to the fibre. The brand also used Water< Less techniques which have saved more than 3.5 billion litres of water since they were introduced nearly a decade ago. A few of the company’s central goals for the future are to use 100 per cent of sustainably produced cotton by 2025, its supply chain will have reduced greenhouse gas emissions by 40% and by 2030, water usage in the industry in water-stressed areas will be reduced by half. 

    2. NUDIE JEANS

    Nudie Jeans

    This Swedish denim company delivers and preserves a tradition true to the fabric’s history and attributes by thinking in terms of wear, tear, and repair rather than fast fashion. Teaming up with London-based retailer Browns Fashion, Nudie Jeans has created a collection of 16 denim pieces, all reworked from pre-existing denim. The brand has already repaired 45900 jeans for free and has produced 98.6% Sustainable products. 2021 was the third full year in which it used only certified organic cotton for all the cotton products.

    Moreover, according to its Sustainable Material Tool the brand defines a garment or accessory as sustainable when it contains at least 70% sustainable fibres. The brand aims to increase number GOTS-certified denim fabrics to reach 50% of all denim fabrics by 2022 and reach 100% renewable energy sources for electricity used in all Nudie Jeans operated facilities by changing energy subscription or investing in Renewable Energy Certificates by 2023. Nudie Jeans also plans to open 50 new permanent Repair spots, including Repair Shops, Partner stores and Repair partners in the coming years.

    3. PANGAIA

    Pangaia

     Pangaia is a direct-to-consumer materials science company bringing breakthrough textile innovations and patents into the world through everyday lifestyle products. This year, the brand introduced its sustainable denim PANettle, a mix of naturally regenerating wild Himalayan nettle, organic cotton, and PPRMINT for longer-lasting freshness. To diversify its material sources and lessen reliance on traditional cotton, the company employs wild Himalayan nettle. The denim produced is coloured with state-of-the-art water and dye-saving technologies, and the thread is made entirely of biobased cellulose. Non-galvanized, recyclable stainless-steel buttons are also used in denim. The brand created FRUT FIBER and PLNT FIBER to replace cotton in their product line. The two cellulose fibre blends were successfully produced and supplied by Pangaia from fruit and plant raw material sources.

    4. RE/DONE

    Re/Done

     Redone is known for reconstructing Levi’s vintage jeans into modern fits, giving a sense of uniqueness and rareness to each consumer. The brand debuted its first collection designed in line with the Ellen MacArthur Foundation’s Jeans Redesign project guidelines. All jeans are made of responsibly sourced 100 per cent organic cotton, recycled hardware, and bio-based patches, and include a hangtag with a QR code that provides consumers with a full traceability report documenting the lifecycle of each product. Items are shipped using recycled, oxo-biodegradable poly bags. The manufacturer also uses laser and e-flow technologies for energy- and water-saving washes and uses a three-stage purification system to reduce water waste. Since its launch, Re/Done reports that it has diverted more than 231,000 garments from landfills.

    5. EVERLANE

    Everlane

    A millennial-favourite DTC clothing brand, Everlane announced a very ambitious sustainability goal: to eliminate virgin plastic from its supply chain, packaging, offices and stores by 2021.  By now, it has successfully removed 90% of all virgin plastics from its supply chain. Following through on its commitment to exclusively using certified-organic cotton by 2023,  the denim brand debuted what it calls its cleanest denim to date.  All items in the Clean range feature 98.5 per cent GOTS-certified organic cotton and 1.5 per cent Roica. Each piece is produced with microplastic-free dyes and recycled trim. It also debuted its Fall/Winter 2021 ad campaign entitled “Get into Denim” to adorn the brand’s collection of organic denim. Everlane is now looking for early-stage entrepreneurs to join the Next Collective, a fellowship program that will provide participants with $20,000 and access to industry leaders in sustainability, fashion, design, business and innovation.

    6. MADEWELL

    Madewell

    Madewell, which is known for its denim, is an apparel retailer that promotes creativity, diversity, and self-expression. This year, the brand introduced a new part of its website called “Madewell Forever,” which helps customers find a new home for their well-loved jeans, whether they’re clearing out their wardrobe and seeking a new home for them or they’re in the market for a new pair of denim.

    Madewell Forever had around 3,000 pairs of secondhand Madewell jeans in a wide range of fits and styles, most of which ranged from $35 to $50. Furthermore, its spring 2021 collection called Summerweight Denim was designed to replace linen as one’s go-to choice for summer bottoms. The fabric is made from a blend of hemp and cotton which is wrinkle-free, moisture-wicking, breathable, and lightweight. The brand aims to source 100% sustainable and virgin-plastic-free fibres for all materials by 2025. It also aims to make more than 90% of its denim fair trade certified. By 2025, the brand strives to do carbon neutral operations entirely.

    7. REFORMATION

    Reformation

    The cult favourite label, Reformation has been dabbling in denim, through vintage capsules and designer collaborations. Reformation launched their denim collection in collaboration with FibreTrace, which labels fabrics with a unique pigment that can be tracked and validated throughout the garment supply chain. This effort is in line with Reformation’s goal of complete supply chain transparency by 2025.  This year, the brand also signed the 2020 Circularity Fashion System Commitment Letter, with the goal of recirculating 500,000 garments in the next five years and have already been able to reuse or recycle 417,811 garments in 2021 itself.  Reformation also teamed up with the Ellen MacArthur Foundation’s Jeans Redesign program to achieve its commitment to transforming the way jeans are produced.

    8. OUTLAND DENIM

    Outland Denim

    This Australian denim company gained popularity after Meghan, Duchess of Sussex, wore a pair on her royal tour in Australia in 2018. Measured through third-party Environmental Impact Measurement criteria, 97 per cent of Outland Denim’s washes are categorized as “low impact.” This year, Outland Denim expanded its rigid jeans options, collaborated with fellow Aussie brand Spell on a line of vintage-inspired denim staples, introduced ready-to-wear and celebrated a milestone in its traceability journey, marking 100 per cent traceability of its organic cotton denim. It also updated all-black denim to denim dyed using Saveblack, a process that uses 85 per cent less water compared to conventional dyeing. The company stated that it is targeting net-zero emissions by 2030 through practices, policies and by offsetting those emissions that cannot be reduced. It also commits to make 100% of the Outland Denim range leather-free and prioritise use of Bluesign certified chemicals.

    9. MUD JEANS

    Mud Jeans

    A sustainable and fair trade certified denim brand based in the Netherlands, Mud Jeans has a business model to sell or rent jeans, at the end of their life and then make old jeans into new ones. It has a design process based on circular production, with the use of materials that are easy to repurpose and recycle.  36 of Mud Jeans’ 40 plus styles are made up of 40% post-consumer recycled cotton which is twice the industry average.

    Out of 4000 certified B Corporations worldwide, MUD Jeans is among the 5% B Corps with the highest score in environmental performance. The Dutch fashion brand has also collaborated with Swedish home decor brand Ikea to give textiles a second lease of life, specifically, denim. Its sustainability goals include making 5% of its collection from 100% post-consumer recycled cotton by 2022, implementing traceability QR Code and launching new chemical policies for waste management.

    10. FRAME

    Frame

    American fashion brand Frame launched Bio-Degradable jeans in partnership with Candiani made from 100 percent cotton that is 100 percent biodegradable. For its fall/winter 2021, Frame revamped its menswear line with trendy cuts for timeless pairs of washed black and indigo jeans. This year it also launched its circular denim collection under EMF Jeans Redesign Project that included denim pieces made of 100% cotton and post-consumer material.

    For FRAME Winter 2021, 63% of the FRAME denim line is projected to be responsibly produced according to its Responsible Wash and Responsible Fabric Initiatives.  40% of the fibers in its Spring and Summer 2021 Collections are made with either recycled or water-saving cellulose fibers. Its future goals include: 75% of FRAME Denim is set to be sustainable by the end of 2022, 90% of FRAME denim is set to be sustainable by the end of 2025. The brand will launch ReFrame in the coming years.

  • Pangaia Brings Out Its First-Ever Denim Line

    Pangaia Brings Out Its First-Ever Denim Line

    Pangaia

    London-based fashion retailer Pangaia is possibly the most inspiring sustainable style brand today. It is not based on trends or seasons, rather it is vegan, organic, biodegradable, and scientifically produced to work as close to Natural resources as possible. Recently, Pangaia debuted with its first denim collection created in collaboration with former Levi designer and Unspun consultant Jonathan Cheung. To minimize its dependence on cotton, the firm used Pannettle, a sustainable fabric for its denim.

    Denim

    Pannettle is developed from Himalayan nettle, a naturally renewable source that blooms again every year and may reach a height of 3 meters. Himalayan nettle is probably employed for the first time in selvedge denim, and it is blended with organic cotton from India to create the blue denim that is featured throughout the collection. Since it is made with a left-hand weave, the denim is soft, airy, and long-lasting. True to its shape, the three-piece collection hence comprises of premium fabrics: a blend of 13ounce, 92% organic cotton, and 18% Himalayan nettle woven at low speed on the Candiani Denim shuttle loom.

    THE HIMALAYAN NETTLE

    Wild Himalayan nettle was already “somewhat on board” when Cheung started Pangaia’s denim endeavor. The company examined hemp and agro-waste fibers for denim, but nettle showed the most promising result. The material met Pangaia’s criteria of durability and sustainability. Moreover, the hollow core of the linguini-shaped fiber gave thermoregulating effects. It also had a social advantage. Pangaia gets its nettle from a women-run cooperative, which grows in harsh climatic conditions in the Himalayas where nothing else can sustain.

    “So, it’s this idea that they can get an income based on their natural environment is one of those beautiful stories of sustainability, where we are trying to optimize what’s around us,” said Dr. Amanda Parkes, Pangaia chief innovation officer.

    Furthermore, peppermint, a sustainable oil used for anti-odor treatments, is also utilized in the Pannettle denim line. The oil treatment seeks to minimize the need to wash the product thus leading to less wastage of gallons of water.

    CHALLENGES FACED IN THE MAKING OF DENIM

    The problem with denim, she added, was making the fibers to be more soft and robust enough to match with cotton’s qualities. That’s when Cheung showed up to create a nettle fabric that’s sustainable, long-lasting, and aesthetically striking. With the assistance of Candiani Denim owner Alberto Candiani, he developed a fabric that he claims is universally malleable to many types of clothing and offers a layer of softness to neutralize the roughness of the nettle fiber. The collection’s production during covid presented “huge amounts of complications,” but it also spurred stakeholders to work differently. The initial prototypes were generated in 3D before the team went on to physical fits, which were mostly done via Zoom.

    Pangaia

    Working with nettle blends, however, was extremely challenging. Despite its value of being an incredibly strong fiber, nettle lacked the elasticity of cotton, posing problems throughout the weaving process. Cheung stated that he would not have been shocked if “broken parts of machinery” were found on Candiani’s floor. Another snag in the process was discovering that the cloth takes time to settle before cutting. The fix to this was a 48-hour rest period in which the rolled-out cloth was left undisturbed.

    They also noted that they needed to sew the jeans in reverse, rather than sewing the inseam from the left leg to the right leg. Cheung stated that the fabric’s left-hand twill shaped the overall design of the collection. The coin pocket and back patch, which are typically on the right side of jeans, are now on the left.

    “The collection is an example of slow fashion, being woven on shuttle looms that is about three times slower than projectile looms. Even the construction is slower than normal,” said Cheung.

    WHAT CONSTITUTES THE COLLECTION

    Denim

    The collection comprises uni-sex straight-leg jeans, a jean jacket inspired by the ’90s, and a women’s high-rise straight jeans in rinse and mid-wash. The unisex designs come in sizes ranging from women’s 25/men’s 27 to women’s 34/men’s 36. Gender-neutral sizing does not require its lingo, but Cheung, who recently collaborated on a genderless range of jeans with denim manufacturer Unspun, is keen to revolutionize the gender paradigm that the fashion industry has set up. In addition, each denim garment will come with a digital passport that will provide buyers access to product-level impact information. The new function debuted with the brand’s Horizon line and is intended to promote ethical consumption.

    Pangaia

    “Gender inclusiveness and gender fluidity have been very much a cultural mentality awakening in the last few years, and that is essential to address. I try to think of it as Omni-sex, pan-sex, or gender-full rather than unisex, which always feels more neutered to me,” Cheung added. If men and women are at opposing ends of a scale, Cheung wants to include everyone in between.

    The terminology of denim fits, on the other hand, has to be updated, according to Parkes. For example, renaming “boyfriend jeans” as “baggy fit” might help remove the uncertainty that comes with flashy words that each company translates diversely. She believes that non-gendered descriptions may help establish a common language around fashion and what individuals can anticipate from fits.

    Pangaia

    The collection is available for purchase on Pangaia’s website for $225-$275, with more denim items on the road. Additional designs, denim materials, and techniques are on the way, Cheung said.  Pangaia’s product line will be expanded in November 2021 with the addition of hemp and organic cotton.

     â€œThe future of creating a more sustainable fashion industry involves using existing natural materials, like regenerative nettle, that are augmented by scientific and technological processes.” Said Pangaia chief innovation officer Amanda Parkes.

    Pangaia’s mission is to promote biodiversity and regenerative agriculture ecosystems while also increasing supply chain resilience by utilizing a wider range of plant fiber sources. The brand is vigorously working on additional new denim breakthroughs that will bring a completely new material library into commercial existence.

  • Nudie Jeans Re-Worked Capsule Collection By Maria Erixon Levin

    Nudie Jeans Re-Worked Capsule Collection By Maria Erixon Levin

    Nudie Jeans

    Fashion industry has woken up to the possibilities in re-working and recycling old garment pieces to disparage their ecological influence.

    Nudie Jeans, the prominent Swedish denim brand, has centered on this idea of reworked sustainable fashion and has put forth their latest hand-mended collection. This uniquely curated collection is handmade by Nudie Jean’s co-founder and creative visionary Maria Erixon Levin, at her house on the island Gullholmen, in the western archipelagos of Sweden.

    Nudie Jeans

    This limited-edition capsule assortment was launched on October 4th and will only be available at Browns’ Shoreditch shop, Browns East.

    “Things you thought lost forever, there’s something beautiful in mending them, improving them, making the imperfections part of something new,” remarks Maria Erixon Levin, Co-founder of Nudie Jeans.

    MARIA’S PHILOSOPHY BEHIND THE RESTORED DENIM

    Nudie Jeans has always had a profound effect on the fashion industry due to Erixon Levin’s philosophies on denim, sustainability, and ethical approaches. Remarkably, these items have helped the world understand that worn and tattered shouldn’t be squandered or discarded, but instead the contrary. The one that is brilliantly exhibited in the sixteen one-of-a-kind and manually restored pieces.

    Nudie Jeans

    “You want to make the repair visible – that’s the purpose. That’s the beauty of it. You don’t conceal that.” said Maria.

    Old garments are salvaged with gorgeous indigo patches of vintage Japanese fabric that transform defects into fresh and visually appealing cloth items. They are worn, but their sheer aesthetics allows them to be put on the wall like a true piece of art. Between the twill lines, history and spirit infuse.

    Nudie Jeans

    The majority of the restored jeans are selvedge denim. According to Nudie Jeans, it is the pinnacle of denim designing and the utmost craftsmanship. The collection will include 15 pairs of jeans and one jacket design that have been revamped specifically for Browns and will be an ideal complement to the Browns ‘Conscious’ catalogue.

    THE BRAND’S OUTLOOK ON SUSTAINABILITY

    Nudie Jeans has been the most preferred brand for authentic and responsibly made denim for over 20 years. The Swedish brand uses certified organic cotton in all of their clothing and offers free lifetime repairs on all of their jeans, so when this entire idea came to finalization, Maria felt she wanted to make it wholly remarkable.

    Nudie Jeans

    Repairing jeans minimizes waste, saves energy, and brings down the utilization of virgin raw materials. The brand aims of closing supply chain loops to offer free repairs. With its Reuse program, the brand gathers preloved Nudie Jeans denim, washes, restores, and resells it as unique secondhand merchandise. Nudie Jeans had already restored over 45,900 pairs of jeans by 2020, saving about 321 324 tonnes of water. It always utilizes certified organic cotton and Fairtrade organic cotton for about 95% of its total fibers.

    In addition, it intends to extend its fiber range with new sustainable materials and pre / post-recycled fibers. For a long time, the denim label has been directing its designers and product developers to operate with 100% recycled resources. A garment or accessory is considered sustainable if it comprises at least 70% sustainable fibers as specified in the retailer’s material tool. It requests supporting certificates from its suppliers to ensure the sustainability of the fibers and clothes.

    Nudie Jeans

    “Sustainability part of Nudie Jeans has been with us since Day One. Using sustainable practices and being responsible has always been the brand’s purpose, based on what we believe is right and wrong. We’re an independent company, so we’re allowed to do what we want. We believe in taking responsibility. So, for us, it’s the natural thing to do. Our mission and vision are an ongoing journey. And that is to be the most sustainable denim company in the world.” said Joakim Levin, CEO of Nudie Jeans.

    Ultimately, the Re-worked collection seeks to illustrate Maria’s constructive creativity, passion for denim, her vision for responsible consumption, and how these all shape our ideologies about what wear and tear mean.

  • Acne Studios Retraces Its Roots With Their FW21 Denim Collection

    Acne Studios Retraces Its Roots With Their FW21 Denim Collection

    Denim is the most preferred fabric globally.  Acne Studios recognizes this well. Jonny Johansson, the co-founder of the Swedish brand, made 100 pairs of raw denim jeans with red stitching for friends and loyal customers in 1996. Denim has been a distinguishing feature of the company since that time, with each year seeing the addition of a new capsule collection reliving the fabric. Acne Studios has revealed its Fall/Winter 2021 denim collection, which pays homage to the brand’s origins.

    The initial attempt made by Johansson laid the foundation for the brand’s apparel expansion and the creation of the Acne Studios fashion brand. Denim, according to Johansson, is the right material for experimenting with design. As a consequence, denim has always been a crucial facet of the brand image. Acne Studios’ latest collection was inspired by retro camping and outdoor life. As an outcome, the denim has subtle wear with a nature-inspired attitude.

    WHAT THE DENIM COLLECTION HOLDS

    Acne Studios

    Acne Studios delivers a highly versatile Fall/Winter 2021 collection. From tailored ensembles to sportswear with relaxed designs, this collection reflects the brand’s distinctive aesthetic of minimalist designs, “with humor, sexiness, and lightness,” according to the creative director. The assortment is breezy and playful, typically Acne Studios, laced with elegance and something more artful than the brand has ever done before. A coat and a full suit, for example, as well as some accessories such as gloves and a light scarf, are printed over and over again to create this blurred and busy Acne Studios logo repeats the pattern, which from afar looks like skid marks over the cotton base and is only noticeable up-close-and-personal, making the entire experience unique.

    Acne Studios

    “This is a wardrobe that brings together the relaxed silhouette of sports casual with the tailored glamour from my dream of living in a band. It is menswear that is functional and minimal, with humor, sexiness, and lightness.” Says Jonny Johansson, creative director of Acne Studios.

    The stars of the show are two new jeans trousers with denim wash treatments in dark brown, black, midnight blue, faded green, and clay. The first is the Tom 1991 ‘loose bootcut,’ which features a relaxed 5-pocket design, a comfortable fit, and a slightly washed-out look. A distinctive aspect is that it can be embellished with a matching miniature belt. The second category of jeans is rigid denim, which has a high waist, straight leg, and slim fit. Multi-patch and deconstruction treatments are also available on some denim variants. In addition to the pants, the range includes oversized and cropped jackets for a denim-on-denim appeal.  The garments are available via Acne Studios’ stores and online.

    The brand has released its most experimental version of the collection with model and techno producer Laika Lillén. The brand examines its motifs and plays with perspectives of view for the Men’s FW21 season with a visual series in which the Helsinki-based artist looks and performs the collection as her music plays in the background. Aside from that collection, which blends casual tailoring with workwear having a solid psychedelic undertone, it is also focusing on a new series of fashion videos directed by Jonny Johansson and photographed by Danish fashion photographer Casper Wackerhause- Sejersen. The creatives reflect the experimental spirit of the artists’ studio or the bands’ rehearsal space through such visual artworks.

     ACNE STUDIOS SUSTAINABILITY AMBITION

    Acne Studios

    The brand believes that its primary mission is to create desirable merchandise that consumers admire and can enjoy for a prolonged time. To support fair working conditions in the supply chain, it collaborates with transparent and responsible sourcing partners. The brand encourages employees to be creative. It urges to be a socially responsible organization that takes into account the ethical and environmental implications of its daily operations. As a result, the core of its sustainability goal is that it wants to be proud of its products – how they look, how they are built, and how they are consumed.

    Acne Studios

    Acne Studios’ sustainability ambitions are implemented in this phrase : ‘Our products,’ ‘Our suppliers,’ and ‘Our operations’. Actions, targets, and results in these three domains are documented in the firm’s annual sustainability report. Following the aim to incorporate a greater proportion of preferred materials in its collections, 90% of the Face collection FW21 launched in July was sourced sustainably. All jersey and fleece cotton, for example, were organically produced, all knitwear was certified according to the Responsible Wool Standard (RWS), and all bags were made of recycled polyester. Since 2008, the brand has been a member of the Fair Wear Foundation (FWF). They assist it in its efforts to monitor and improve labour conditions at the factories where its products are manufactured.

    ABOUT THE BRAND

    Acne Studios

    Acne Studios is a multidisciplinary luxury fashion house situated in Stockholm, Sweden that works primarily in ready-to-wear apparel for men and women, footwear, accessories, and denim. The label was founded in 1996 and takes its name from the creative collaborative ACNE; originally an abbreviation for Associated Computer Nerd Enterprises, it was subsequently modified to Ambition to Create Novel Expressions. Jonny Johannson, the founder, and creative director, has a keen interest in photography, art, architecture, and contemporary culture, which has enabled Acne Studios to establish itself as a renowned designer of clothes, publications, furniture, exhibitions, and unique collaborations. The brand has grown considerably with 40 retail locations around the world, and flagship stores in Paris, London, New York, Los Angeles, and Tokyo. They became very popular and covetable, resulting in Wallpaper Magazine and Vogue Paris picking up on this, urging ACNE to create more apparel and expand beyond denim.

  • The Circle Book- 2nd Edition

    The Circle Book- 2nd Edition

    Circle Book

    The future of the textile and fashion revolution lies in collaboration and circularity. The ACT TOGETHER alliance between Lenzing , Meidea, and Officina+39 resulted in the creation of THE CIRCLE BOOK, a lookbook and work tool. This book explains how to produce ideas and initiatives connected to responsible circular fashion, to inspire new generations of conscious designers. Transparency is the core of the whole plan, from conceptualization through fibers and textiles to finishing and onto finished clothes. The makers want to pave the way for future generations of conscious designers by setting an example in education. They provide openness of information to contribute to a new creative and sustainable fashion model based on corporate cooperation.

    After expanding the project this year, they are ready to present THE CIRCLE BOOK SECOND EDITION with an even larger set of companies – one that has transparency and circularity in denim design as one of its primary aims.

    CULTURE.IN – THE CAPSULE

    Circle Book

    CULTURE.IN is the title of the capsule: the alliance formed a synergistic partnership of ten firms, which comprises all the supply chain’s members and tracks all of their operations throughout the processes. Each company’s product value is represented in the virtue of its production site, which perceives circularity as a prominent feature.

    They have designed a realistic concept that articulates a connective supply chain, with the possibility to ACT TOGETHER to strengthen the message and to express the values of each firm. The purpose is to engage consumers who are confronting the circularity issue.

    To create their collections and merchandise more versatile, brands can discover a trustworthy, traceable supply chain. To do this, the production’s backstage is documented and presented in photos and videos in a narrative that spans the whole production process, from the very beginning to the final lookbook and campaign. The project is inspired by the philosophy of life.  The brands believe that In the future, our households will be self-sufficient ecosystems/habitats where we may live happily and evolve with the people who live in them. Because of this connectivity, there is less of an impact on the environment and less waste. Nature expands inside places, influencing and integrating with textiles.

    For this collection, we implemented the circularity standards to include aspects that can be used in the production process as well as recycled or degradable materials and easily dismantled and reassembled products that are accessible to a wide range of individuals.

    The design, resource conservation, and long-term usability of the final product are all factors to be taken into consideration.

    BACKSTAGE

    Circle Book

    Meidea Team has been working on the entire project, contributing to the physical representation of a denim assortment.

    The outfits were created by combining the production expertise of THE CIRCLE BOOK 2’s new team and integrating their sustainable technology in the best possible way to decrease production waste and build garments that could be traced from fiber to finish. Hemp, organic cotton, Refibra, and Tencel were used in THE CIRCLE BOOK 2 collection. Starting with RTD or RAW bases, the balanced palette is produced following contemporary trends, colors that inspire serenity and well-being, a chromatic core with less pigment, thus already drained to minimize the consumption of water in the final treatments.

     In its formation, many efforts of multiple member brands took place. With the skillset of Officina +39 and Recycrom, which turns textile waste into powder dyes, TEJIDOS ROYO and CALIK DENIM textiles come together in a fresh perspective.

    “This year we’ve expanded the project and we are ready to launch the second edition in collaboration with many engaged partners, a team with common goals focused on transparency and circularity in denim design.” Says Eleonora De Martin, Meidea

     The collection also features Ribbontex’s labels and ribbons that are manufactured from biodegradable materials such as recycled plastic bottles, cotton, and polyester, as well as eco leathers, 100% GOTS-certified organic cotton, and hemp. Spring 85 supplied the buttons and rivets, including steel buttons manufactured from 100% re-used manufacturing waste.

     The collection consists of Recycrom, which is the industry’s most eco-friendly dye because it’s made from textile waste. Recycrom is a breakthrough technique created by the Italian textile chemical firm Officina+39 that uses 100 % recycled substances to generate long-lasting colors with a natural washed-out finish. Finally, they had Dr. Bock Industries who was in charge of garment production employing Crafil yarns, with additional support from the company’s designers. Clothing from the CULTURE.IN capsule collection is given the final polish by RGT laundry experts.

     The assortment takes fabrics from TEJIDOS ROYO and CALIK DENIM to meet Officina +39 and Recycrom’s expertise. It believes that it can achieve fantastic results because of the many fiber qualities and performance that make up the variety of textiles, such as hemp, organic cotton, Refibra, and Tencel.