Stella McCartney

Fashion Must Fight the Scourge of Dumped Clothing Clogging Landfills

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By Lucy Seigle

Every year millions of garments are discarded as consumers ditch fast-fashion styles for a new wardrobe. At last the industry is acting – but more has to be done

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Stella McCartney’s winter 2017 collection was modelled against the backdrop of a landfill site. Photograph: Harley Weir and Urs Fischer for Stella McCartney

Facebook users will be familiar with the On This Day feature. From time to time it greets you with a blast from your relatively recent past. Some find it unnerving, especially if it’s a picture with an ex, for example. But my eye is always drawn to the clothes. Whatever happened to that handbag? Do you still wear those jeans?

If it’s an image from more than three years ago, then the answer is probably “no”. According to a recent report from Wrap (the Waste and Resources Action Programme), the average piece of clothing in the UK lasts for 3.3 years before being discarded. Other research puts the lifespan of UK garments at 2.2 years. For a younger demographic, you can probably halve that. A UK-based fashion company tells its buyers to remember that a dress will stay in the owner’s wardrobe for only five weeks.

The way we get dressed now has virtually nothing in common with the behaviour of previous generations, for whom one garment could be worn for decades. Wrap estimates that we purchased 1.13m tonnes of new clothing last year in the UK. While an estimated £30bn-worth hangs about gathering dust – Tinie Tempah’s refrain “I have so many clothes, I keep some at my aunt’s house” was spot on – an unpalatable quantity goes in the bin. A survey commissioned by Sainsbury’s last spring found that 235m items ended up on landfill sites as people readied their wardrobes for summer. Surely we can do better than this?

Vivienne Westwood – never one to miss an opportunity to call her legion of fans to action – thinks we can. “It’s about quality, not quantity – not landfill,” she said recently at one of her own shows. Hot on her heels, Vetements, very much the “it” brand of our times, made its own statement last week. The label filled the windows of Saks Fifth Avenue in New York – one of the commercial hotspots of global fashion retail – not with its latest collection, but with waste garments en route to a recycling charity.

But it was Stella McCartney who really upped the ante, electing to shoot her latest collection on a Scottish landfill site. Models lay across the rusted husks of old cars and languished on top of household waste. From a sustainability perspective, Stella McCartney is the luxury Kering group’s top-performing brand. Much of this success is based on McCartney’s own personal resolve. It’s clear that the landfill backdrop is not just an interesting aesthetic to her.

Now there’s an obvious contradiction between selling fashion and instructing us to buy less, but what these designers are calling for is some sanity in an industry now rated as the fifth-most polluting on the planet.

The fashion industry has developed a pretty terrible reputation – not least for exploitation of human capital, outsourcing production to the world’s lowest-wage economies. Four years ago, 1,133 garment workers were killed in Dhaka, Bangladesh, while producing clothing for high-street brands and their subsidiaries. After that, many worried what was next.

For those in and around the industry, garment waste has long been rumoured to be the next big scandal. Globally, levels of production and consumption are forecast to increase as fashion waste becomes an environmental crisis to rival plastic pollution in oceans. This is a tale of over-production and supply, powered by the relentless “fast fashion” system of production that over the past three decades has revolutionised both the way we dress and the way clothing is produced – and not often for the better.

Much of the waste in the fashion industry is hidden along a chaotic supply chain and doesn’t make it into the environmental accounting that underpins a Wrap report. Perhaps the worst of it comes in the form of readymade garments, assembled and sewn but discarded because of an order mistake or an issue with the colour. According to industry insiders, this waste represents 3-5% of every factory’s inventory (and a large factory in Dhaka can produce 240m pieces a year).

There is no verified figure for the amount of clothing produced globally each year (predominantly in low-wage textile hotspots like Dhaka without waste management systems) but my own research puts it between 80bn and 100bn garments. That means a lot of hidden fashion waste.

Stella McCartney
Stella McCartney: according to parent company Kering, her brand is its best-performing subsidiary from a sustainability perspectiv. Photograph: Andreas Rentz/Getty Imaages for P&C and Fashion ID

Where it becomes highly visible is on the outskirts of big production areas, such as the garment districts of Dhaka. This is where the production waste leaves the factories and is absorbed by the air and earth in the local community. Waste from the cutting room (called jhut) often ends up in so-called go-downs. These makeshift sorting operations are the stuff of legend in Dhaka, with fires a regular occurrence. But what happens to all the rest?

“You don’t even want to know,” says Estonian designer and clothing waste researcher Reet Aus, who spends a lot of time following unwanted garments out of factory gates. “You see it by the side of the road being sold, or just dumped, but a lot is burned,” she says. “I know a brick factory near the garment district where the main fuel is garment waste. You can’t really see anything around there, the pollution is terrible. Remember that thanks to the chemicals and finishing agents, used textile waste is basically toxic waste.”

Meanwhile, the urge to buy grows stronger as clothes shopping takes on a quasi-addictive quality. And let’s be honest here, are the fast-fashion corporations with their extraordinary profits likely to do anything about consumption, the driver of waste and the driver of the industry’s impact? Their business model, after all, depends on it.

Increasingly these brands are signposting a way of allowing us to have our cake and eat it. They are buying into recycling schemes and investing in competitions to close the loop on textile fibres. The idea is that if they can collect waste garments and regenerate fibres to be used in new garments, the impact of fast fashion can be negated.

The trouble is, it’s hard to buy into. I have been critical of brands overclaiming in this area before, particularly when I looked at the numbers around H&M’s recycling week in 2016. In truth, there are quite a few technical barriers to closing the fashion loop – that is, regenerating fibre from an old, unloved outfit, spinning and making it into something else, all within a timeframe and quality that’s interesting to the consumer.

“Every fabric is different,” says Aus, “so one garment might contain a blend of different fabrics. On top of that, you have to strip out the zippers and buttons inherent in post-consumer fashion waste.” So while a consumer may believe that a loved jumper or sundress is going to be magically regenerated into a new item, in practice your old T-shirt is probably going into a well-worn recycling network.

She and her team have developed software to keep track of potential garment waste data during production, which she is trialling with a large manufacturer: Beximco in Bangladesh. By getting information about the volume and material of leftover textiles, she can design that material back into a product before it becomes waste. “I’d rather not produce waste in the first place,” she reasons. “Plus, this is a better system for large brands who find recycling and regeneration difficult. That is easier for smaller, more agile companies.” This means some of fashion’s big lessons about its waste may come from unlikely parts of the apparel world. For once, the smaller companies have a chance to steal.

Tom Kay, the founder of Cornish outdoor brand Finisterre, is addressing a waste problem highly relevant to his customer and doesn’t care that it might seem niche to the rest of us. “The average neoprene wetsuit only lasts two years,” he says. “We’ve redesigned with wider seam tape and better stitching but it still only lasts probably for three. It would be disastrous for these things to be dumped, but there’s nowhere for them to go. That’s why you see them piled up in people’s garages.”

Last week, he launched an intriguing job advert in partnership with Exeter University: a £26,000-a-year position, paid by Finisterre, to be filled by a materials scientist who shares his dream of making wetsuits from wetsuits. “We don’t know how it will go, but I’m excited,” he said.

The Figures

■ Last year 1,130,000 tonnes of new clothing was purchased in the UK – an increase of 200,000 tonnes since 2012.

■ Fashion in the UK lasts an average of 3.3 years before a garment is discarded.

■ Extending the life of a garment by an extra nine months reduces its environmental impact by 20-30%.

■ Providing one tonne of clothing for direct re-use by giving it to a charity shop or selling it online can result in a net greenhouse gas saving of 11 tonnes of carbon dioxide equivalent.

*This story first appeared on The Guardian

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From Cotton Fields to High Street Racks, Fashion Bids to be 100% Sustainable

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Conservation charity WWF and the fashion industry aim to make desirable clothes that have zero impact on the environment

Kering Named Industry Leader By Dow Jones Sustainability Indexes For Second Consecutive Year

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Business Leaders Converge In Sun Valley, Idaho For Allen And Company Annual Meeting
(Photo : Getty Images/Scott Olson) Kering CEO Francois Henri Pinault and wife Salma Hayek in July

Kering — which owns luxury brands including Gucci, Stella McCartney, Alexander McQueen, Bottega Veneta, Christopher Kane, Sergio Rossi and Saint Laurent — has just been confirmed as the industry leader for the textiles, apparel and luxury goods sectors by the Dow Jones Sustainability Indexes.

“This top ranking reflects the tangible benefits of our pioneering Environmental Profit and Loss Account rollout and our overall strategy to implement a sustainable business model in our own operations and across our supply chain,” Marie-Claire Daveu, chief sustainability officer and head of institutional affairs at Kering, told WWD.

Kering has been working hard to ensure sustainability for some time now. The luxury holding group also received the same honor from the DJSI — which tracks the performance of the 2,500 companies — last year.

According to Daveu, Kering has been working to implement a smart sustainable store program at many of its boutiques. The company is also innovating its manufacturing process to reduce environmental impacts and ensure responsible and sustainable sourcing of raw materials.

Back in May, Kering presented its first-ever Environmental Profit and Loss Report for 2013, which was published in an effort to expose the environmental issues facing the fashion industry.

The report revealed that Kering’s environmental impact was 40 percent less than expected of a company producing at its scale. It also included statistics from every step of the production process, which stretches to over 1,000 suppliers in 126 countries. Unfortunately, the research revealed that 93 percent of the worst environmental deterioration came from these early processes and, therefore, over 50 percent of the damage happens at companies that Kering cannot control.

“Just Kering, per se, we won’t be able to change supply chains as much as is needed,” Kering CEO and chairman François-Henri Pinault said at the time. “This is why sharing our methodology, sharing our way of thinking, as Marie-Claire [Daveu] mentioned — most of our suppliers are working with many companies like us, so by joining forces and seeing things in the same way, we’ll be much more stronger to be able to change those practices.”

*This story appeared on Fashion Times

Meet Tsang Fan Yu: Finalist of the EcoChic Design Award 2016

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The EcoChic Design Award 2015-16 Hong Kong finalist _Tsang Fan Yu - Copy.jpgThrough the next two months, GreenStitched sits down with the finalists of EcoChic Design Award 2015/16. EcoChic Design Award is a sustainable fashion design competition organised by Redress, inspiring emerging fashion designers and students to create mainstream clothing with minimal textile waste.

The interviews with these young designers will be posted every Wednesday on GreenStitched.

Today we meet Fan Yu, a Fashion Design student at The Hong Kong Polytechnic University.

What brought you into the world of fashion? That ‘aha’ moment which opened doors to sustainable fashion?

Fan Yu: I believe in Zen philosophy, and so I respect the balance between nature and human lives. When Zen philosophy is then combined with sustainable fashion, both concept and design style should enhance the overall quality of the product. This helps to maintain sustainable fashion in simple and high-end styles – much like the concept of “wabi-sabi” which is an aesthetic that accepts and celebrates imperfection. As a fashion designer, I believe less is more.

What was your inspiration for the EcoChic Design Award collection?

The EcoChic Design Award 201516_Asia Finalists_TSANG Fan Yu_Photo credit Tim Wong.jpg
Image: Tim Wong, Redress

Fan Yu: “SAN(さん)” in Japanese is a title of a person, much like “Mr/Ms” in English. In this collection, the “SAN” is representing a Zen master Shunryu Suzuki (鈴木俊隆). The collection is inspired from his book called “Zen Mind, Beginner’s Mind”.

The soul of book is about an attitude called “Beginner’s Mind”. It emphasised that stay initial as beginner when you face every challenge, then you can feel real and enjoy lives in details. As a modern, energetic Chinese lady, contemporary sustainable fashion serves as good accessories to help them to stay true and stay initial; and displaying their beauty towards others.

3 things you learnt from of the challenge?

Fan Yu:

– Sustainable fashion design techniques

– Sustainable materials/textile

– Sustainable technology application

How do you think sustainable fashion can move from a niche to the mainstream?

Fan Yu: Sustainable fashion is a trend around the world.

Education and promotion is the most important factor, such as carrying out workshops, talks, competitions, flea markets and second-hand pop-up stores etc. It will be easier to spread the message of sustainable fashion to the public through these activities.

It is also important to encourage popular fashion brands to become leaders of sustainable fashion in the industry.  For example, brands such as H&M, Stella McCartney play a huge role.

What is the biggest misconception about sustainable fashion?

Fan Yu: People think that sustainable fashion is rubbish, for example, they would think the clothes are old, dirty, damage, second-hand, uncomfortable, disgraceful or have poor finishing (patching everywhere).

What is your advice for the next breed of fashion designers?

Fan Yu: Be yourself. Do not be the kind of person you hated when you were young.

What is next in store for you?

Fan Yu: Preparing for my fashion label. Keep explore sustain fashion techniques and promote to my friend of designer.

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You can follow Fan Yu on his website, Facebook and Instagram.


Watch Frontline Fashion, a  documentary following these talented Asian and European emerging fashion designers determined to change the future of fashion. As they descend into Hong Kong for the design battle of their lives, all eyes are on the first prize; to design an up-cycled collection for China’s leading luxury brand, Shanghai Tang. This documentary is available on iTunes here.

The next cycle of the EcoChic Design Awards is open for application from 3 January to 3 April 2017. Interested students can find more details here.

 

‘Made in America’ Versus Fast Fashion

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Denim Jean Production In China
Workers manufacture blue jeans in Congshin textile factory on February 9, 2012, in Xintang, Guangdong province, China. Photo: Lucas Schifres/Getty Images

Earlier this month, online retailer Nasty Gal shocked fans by filing for bankruptcy. The e-commerce darling, which sold original designs, vintage pieces and items from other brands, became a social media hit thanks to innovative branding. Fellow millennial favorite American Apparel’s demise was not quite so surprising, having long been simmering in the pot despite the brand’s popularity. While both companies cited a number of reasons including legal troubles and mismanagement for their financial crashes, a major, troubling factor was also key—they kept most of their manufacturing within the United States.

The higher wages and management costs of the “Made in USA” label, although ethical, come at a very expensive price. Midrange brands trying to maintain that status have met with obstacles that fast-fashion competitors can sidestep by offering similar designs with minimum financial hassle.

The global fashion market is now an almost $3 trillion annual industry. While one may think that high-end designers with their expensive price tags are the prime contributors, most of the profits can be attributed to the fast fashion industry. TJX companies, a discount and off-price retailer, for example, generated nearly $31 billion in revenue in its 2015 fiscal year alone. It comes as no surprise then that one in every six people alive in the world today work in some part of the global fashion industry. This makes it the most labor-dependent industry on earth, majority of which is outsourced into the developing world, particularly in Asia, where Western household names dominate. According to Workers Rights Consortium, an independent labor rights organization that monitors the working conditions in factories around the globe, H&M is the largest clothing manufacturer in Bangladesh.

Mumbai factory
Mumbai factory. Photo: Nicholas Adams/Getty Images

Until the 1960s, America was still making 95 percent of its clothes. In 2015, only 3 percent was produced in the United States and a staggering 97 percent was outsourced. Most fast-fashion retailers see much sense in offshoring their manufacturing practices to countries like Bangladesh, India, Cambodia, China and Vietnam because of their low wages, lax local labor laws and agreements of free trade.

“The cheaper the price, the more the profit” rhetoric also stems from the fact that most Americans don’t really care about how the clothes are made as long they’re cheap. Indeed, a 2013 Gallup poll stated that over 55 percent of American consumers make absolutely no effort into finding out where the clothes were created when shopping. New brands are aware of that and hence paranoid about taking the financial risk of local manufacturing. “The entire industry is asking for cheaper prices. Brands will publicly state that that’s not the case, but, off the record, if you ask any factory its biggest issue right now, I don’t care what country they’re in, they’re going to say ‘intense pressure from their clients to lower the price,’ ” Edward Hertzman, founder of Sourcing Journal Online, a trade publication covering the apparel & textile supply chain, told Business of Fashion.

With something new coming into the stores every week, instead of two seasons, brands now have 52 seasons a year. In order to support this mass production efficiently while maintaining their low prices, they see sweatshops and fashion factories in third world nations as a viable and profitable option. “When the Western retailers lower their prices, we are forced to comply and lower our prices and this directly affects what our workers make,” a disgruntled garment factory owner in Bangladesh told Observer on the condition of anonymity.

Currently, over 4 million people work within these sweatshops and an average worker in Bangladesh, makes about $67 a month, which comes up to only a little over $2 a day. Today, they are amongst the lowest paid garment workers in the world. Additionally, over 85 percent of these workers are primarily women who have no health benefits or any form of financial security. Unionization is illegal and working conditions only get intolerable. But these low wages and unsafe working conditions are all excused by most large companies under the assumption that they ultimately “provide jobs” to those who need one. Unfortunately, even tragedies such as the Rana Plaza sweatshop collapse in Dhaka, Bangladesh, that killed over 1,000 workers, has done little to change their point of view.

“Opportunities were missed to reinvent the supply chain and I cannot say with any confidence that there will not be a repeat of Rana Plaza in terms of scale. Hundreds of people have lost their lives, been injured or had their health compromised by producing garments since Rana Plaza and the garment industry remains dangerous, polluting and energy intensive when it need not be any of these things. Retailers were allowed to control and lead negotiations in the aftermath and were not selfless enough in the way that they approached them,” British author and journalist on 2015 fast-fashion documentary The True Cost Lucy Siegle said in an interview.

But how hard is it for a multitrillion dollar industry to ensure fair living wages of its workers and guarantee the most basic of human rights?

“So many of us have been told the sweatshop story based on a false zero sum ratio. It’s explained as either improve conditions or take away jobs. We can build better systems to keep these jobs while also implementing conditions that respect the most basic human dignity of the workers and longterm health of this planet we all call home,” said Andrew Morgan, post production — he was director of  The True Cost. “I can think of no other industry today that so clearly forces us to face the implications of globalization, human rights, women’s rights, and the environmental collision course we’re on,” he added.

The risks of the flawed supply chain are ultimately carried by those most vulnerable and at the bottom, who have no alternative but to be a part of it. They are the ones paying the price for the cheap clothing we buy. However, the industry is slowly but surely changing, starting at the top. There has been an apparent, albeit slow, shift in the effort to change these manufacturing practices. Kering, the company behind top designers including Stella McCartney have paved a new path in the fashion world, to sustainability. Earlier this year, Burberry announced plans to invest £50 million to expand and move most of its production to the North of England. People Tree, Brooks Brothers and Zady are brands catching up with category leader Reformation in the sustainable style race.

Olaf Schmidt, vice president of textiles and textile technologies at Messe Frankfurt, one of the world’s largest trade fair companies, organizes the Ethical Fashion Show in Berlin and praises the fact that sustainability is now becoming a cornerstone for a growing number of shoppers. “Consumers now have a broad range of contemporary fashion brands rooted in sustainability to choose from. For instance, at our trade fairs, more than 160 labels exhibit their collections every season and work in a sustainable and transparent manner.”

Because the biggest step towards sustainability and humanitarian-inspired shopping can only be taken by the consumer. The “Made In USA” label may come at a higher price, but it definitely is the more ethical one.

*This story first appeared on Observer

These Students Are the Future of Sustainable Fashion

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Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

Irene-Marie Seelig, Iciar Bravo Tomboly, Ana Pasalic, Agraj Jain, and Elise Comrie have plenty to wax triumphant about. On Monday evening, the five London College of Fashion students found themselves crowned the winners of the 2016 Kering Award for Sustainable Fashion, an annual competition born of a five-year partnership between the lifestyle and luxury conglomerate and the university’s Centre for Sustainable Fashion. Designed to inspire the next generation of ethical designers, the contest whittled 400 applicants to 10 finalists before determining who best fulfilled briefs for two of Kering’s subsidiary brands: Seelig, Tomboly, and Pasalic for Stella McCartney, along with Jain and Comrie for Brioni.

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

WINNERS’ CIRCLE

“All students, coming from different academic disciplines and personal backgrounds, showed a deep commitment to fashion and the environment, along with a strong interest to more sustainable practices in business in general,” a spokesperson for the organizers said. “By taking part in the 2016 Kering Award for Sustainable Fashion, they were looking to merge their passions and illustrate the economic relevance of a more sustainable fashion industry.”

Most of the applicants developed their projects by “rethinking the whole production cycle and value chain in fashion,” from material sourcing to end-of-life management.

“This echoes Kering’s own commitment to drive luxury fashion toward higher levels of economic, environmental, ethical and social performance,” the spokesperson added.

Meet—and hear from—the winners below.

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

ANA PASALIC

A Fashion Futures master’s student, Pasalic worked with researchers at the Massachusetts Institute of Technology to create a material with the smallest possible environmental footprint.

By utilizing a “master batch” solution for dyeing, her “Uncoloured Colours” project could help cut back on water use while avoiding the human risk involved during the synthetic dyeing process.

“Reflecting on my own work made me understand that if I want to change the fashion industry I have to do it right at the beginning, on a business level and on a personal level,” she said. “Albert Einstein once said ‘We can’t solve a problem by using the same kind of thinking as when we created it.’ Through the knowledge and the experience I gained during MA Fashion Futures I understood how I, as a designer, could influence and change the fashion industry, starting with materials.

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

ICIAR BRAVO TOMBOLY

Tomboly, a postgraduate student specializing in fashion-design management, centered her project around measuring a company’s social impact based on the United Nations’ Sustainable Development Goals and Kering’s own code of conduct.

Sustainability, she said, needs to take into account “all the human beings” involved in the supply chain and the impact our actions have on social values.

“I believe we cannot change our environment without renewing humanity,” Tomboly said. “So we should achieve an integral ecology that focuses not only on environmental and financial issues, but also on social issues.”

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

IRENE-MARIE SEELIG

Seelig first researched the holistic properties of mushrooms after her mother was diagnosed with lung cancer. While studying fashion entrepreneurship and innovation at the university, she developed a renewable, biodegradable, and vegan-friendly leather alternative using the skin of amadou mushrooms.

After testing the material for durability and aesthetics—both prime considerations for viability in the luxury industry—the California native unveiled two shoe prototypes as part of her presentation.

“Going through that journey with my mother made me realize that sustainability was no longer just about what the composition of the material was to ensure sustainability within the fashion industry,” she said. “It is about the whole ecosystem of a supply chain, from the well-being of the workers within that supply chain to the well-being of its consumers, what components we allow into the production and processing phase, and how we can begin to design products around the cradle to cradle concept through renewable, biodegradable materials with well-being qualities.”

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

ELISE COMRIE

Comrie was inspired by her upbringing in Saskatchewan in Canada to develop a dye derived from tobacco, a fast-growing plant that takes only 90 days from seed to harvest.

“I grew up with a close-knit relationship to indigenous peoples of the region that I’m from and at a young age I learned the spiritual and healing benefits of the sacred tobacco plant,” she said. “It was of prime importance to me that my history and who I am spoke clearly in my proposal. So much of the fashion industry is removed from people and their stories and I felt this to be an important aspect of my project.”

Working with Dimora Colours, which specializes in the development of nontoxic tobacco dyes and fibers, Comrie proposed a line of Brioni smoking jackets composed of the tobacco-dyed textiles.

“I felt it necessary to have a masculine and yet innovative solution that the Brioni man could relate to,” she said. “I felt strongly about the innovative tobacco dye as a platform to help the Brioni client relate and see the importance of sustainability but still have the ‘cool’ factor.”

Kering Award for Sustainable Fashion, mushroom leather, tobacco dyes, tobacco, Brioni, Stella McCartney, Centre for Sustainable Fashion, London College of Fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, peace silk

AGRAJ JAIN

Jain, who is pursuing a degree in fashion design technology for menswear, drew upon his Jainism roots to present Ahimsa or “peace” silk as a cruelty-free alternative material for Brioni.

Rather than boil the silk cocoon to prematurely release strands of filament-like fiber, Ahimsa silk is extracted only after a metamorphosing worm has emerged from its cocoon.

Since silk is used in the linings of most of Brioni’s suits, as well as its shirts, ties, and scarves, Jain saw an opportunity for the firm to not only boost its ethical profile but also have a “beautiful story to tell.”

“For me, sustainability is a ‘healthy’ positive lifestyle,” he said. “That’s what I try to consider during my work: along with outer beauty a product should have a beautiful soul and the process of its production should be beautiful, too.”

*This story first appeared on Ecouterre

What you Should Know about Circular Fashion

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Glossy 101: Circular fashion, explained

As fashion brands continue to identify ways to use recycled materials and curb emissions, the term “circular fashion” has been popping up more and more. So, what in the world is it?

In a nutshell, circular fashion is a product of the circular process, which involves integrating recycled resources into supply chains. It’s a nice idea, but for a lot of brands, going there is easier said than done. Levi’s has been successful at converting plastic bottles to denim, but most fashion brands have experienced great difficulty navigating the circular fashion model. Many have offered standalone recycled fashion lines—think Eileen Fisher’s Remade line, which is produced using discarded designs, and TopShop’s Reclaim effort—but very few have actually started integrating recycled materials into production.

The reason? It’s complicated. That’s why we decided to break it down: Here’s what you should know about the circular fashion movement—specifically, how brands are working to join it in order to change the system.

What is a circular material, exactly?
A circular material is a recycled material, part of the larger circular economy founded upon the traditional concept of “reduce, reuse, recycling.” These materials are designed to prevent the introduction of new resources into the supply chain by reimagining those already in the mix as new garments—high-quality garments, that is—using volume collaboration.

Volume collaboration? Give me the short version.
Volume collaboration is the result of multiple brands sharing materials—such as dyes, chemicals, trims, yarns and base fabrics—that they use to create fully designed garments. H&M, Stella McCartney and Tommy Hilfiger are among brands that are working together by sharing materials. In doing so, they are ensuring that those they use are as environmentally friendly and recyclable as possible.

Last week in a webinar hosted by Fashion Positive, H&M sustainability expert Cecilia Brannsten said that working together is vital to instigating change, since it can often be difficult for one brand to move the needle on issues like dye pollution. “The change will happen a lot quicker if there are more of us trying to do it, working on this in parallel, because we can do a lot of good together,” Brannsten said.

Who writes the rules on circular fashion?
Fashion Positive Plus—it’s an extension of an initiative led by the Cradle to Cradle Products Innovation Institute, which was founded in 2014 to increase the use of circular materials by identifying, certifying and scaling them for the fashion industry. It’s focused on sharing insights and best practices around circular materials as well as integrating them into supply chains.

What does it take to get the “circular” label?
Fashion Positive has a Critical Materials list featuring the “high-priority, critical materials needed for circular fashion,” according to the site. These materials are assessed with five categories in mind: material health, material reutilization, renewable energy, water stewardship and social fairness.

“We have set a vision at H&M—a really bold vision—to be 100 percent circular”
– Cecilia Brannsten, H&M sustainability expert

Does Fashion Positive work with any big-name designers?
Stella McCartney, a designer who has been a vocal proponent of sustainable fashion, is working to create a Cradle to Cradle Certified material to use in her knitwear collections. Likewise, participating brands like H&M, are working with the group to introduce such materials into production in order to reach lofty goals, like becoming a fully sustainable company. “We have set a vision at H&M—a really bold vision—to be 100 percent circular,” Brannsten said in the webinar last week. “What that means is we want to have a circular approach to how products are produced and will only use circular or sustainably sourced materials.”

What’s next for circular fashion?
Recycled fashion can be difficult to scale, since most garments aren’t designed with circular materials in mind. In the future, organizations like Fashion Positive, in tandem with brands dedicated to the mission, may be able to help promote the use of materials that are most conducive to recycling.

*This story first appeared on Glossy