GREEN IS THE NEW BLACK ?

8 July 2018

FASHION IS THE 3RD MOST POLLUTING INDUSTRY IN THE WORLD. WE PURCHASE TWICE AS MANY GARMENTS AS WE DID 20 YEARS AGO.

Consuming more, producing more, throwing out more… it has become a vicious cycle! Collections are refreshed 8 times a year in-store…. The result is that each year, 13.1 million tons of textiles are thrown out around the world…

With an increase in the number of fast fashion brands, our relationship to clothing consumption has been profoundly transformed. Fashion has become disposable, and consumers have lost their way when it comes to evaluating the value of a product. And yet, the frenzy of new products is coming up against our planet’s limited resources, as well as the exploitation of textile workers in poor countries.
On the fashion supply side, other than a few rare, pioneering exceptions, from Patagonia in the outdoor space, to Stella McCartney in the designer space, fashion is slow to convert to sustainable, ethical practices. ASOS and H&M, two fast fashion titans frequently criticized for their sourcing practices, have made a few steps in this direction. The British website has introduced the Green Room, a selection of sustainable products, while the Swedish firm has developed Conscious, its range made using organic fabrics, and is launching a new campaign to encourage the recycling of used garments, to reach the goal of 25 000 tons to be recycled per year by 2020.
These matters are of particular resonance in the lingerie, swimwear and activewear sectors, where the body is in direct contact with the product. The issue of fabric safety thus takes on a new, crucial dimension for the consumer. She wants to know about the fabric origin, the chemical substances used, and about the entire production process. What if we were entering upon an era of more controlled and more conscious consumption?
It is therefore essential to completely rethink methods of production for lingerie, swimwear and activewear products, and to apply eco-design principles, based on raw materials that are guaranteed to use less resources, be more durable, and more easily recyclable or biodegradable, thus avoiding pollution transfers. Initiatives are emerging, and many of the new swimwear and lingerie brands being launched have integrated these sustainable, ethical values in order to give meaning to their projects.

Repainted

MARVELOUS GREEN INITIATIVES AT THE UNIQUE SHOW!

SERPENTINA BIKINI, a Brazilian brand, is committed to planting a tree in a deforested zone for each bikini purchased.

Designer Ivana Vina Oro has built her brand, SAVIA DE ORO, exclusively around eco-friendly principles. Ultra-conscious, Ivana is constantly seeking new, sustainable methods of production, especially working with local artisans.

On BAELLE’s website, the message is clear: “Find your center, find your ethical self, find your authentic self ”. This brand stands for ethical and authentic values as a baseline, and uses natural and organic fabrics such as bamboo, silk, and cotton in designing its lingerie and swimwear lines.

For its new “Nomad” collection, MOEA wants to highlight its involvement in environmental protection and building an eco-friendly future by using recycled fabrics such as Econyl®, manufacturing techniques that minimize negative impacts on our planet, and preserving a certain type of ethics in their chain of production.

LES ULTRAVIOLETTES takes an eco-friendly stance by using ecological Q-Nova® nylon fibers obtained exclusively from recycled raw materials that meet stringent traceability standards to limit CO2 emissions and reduce water consumption.

HANKY PANKY, with its Conscience® collection, uses Supima® cotton, a topquality, extra-long cotton from organic sources in the United States, blended with a touch of Lycra® Spandex for perfect fit. Hanky Panky recently joined 35 manufacturers and clothing brands that have committed to use only organic cotton by 2025.

OCEAN COUTURE has developed a unique fabric that blends sustainability and technology: a polyurethane, a polymer composed of organic units, containing a 3D “snakeskin” print.

All products from REPAINTED are created using Econyl® fabric, an innovative material obtained from recovering marine waste. This brand was born of a desire to create sustainable fashion that respects traditions and the environment.

UNDERPROTECTION prefers re-using instead of producing, with a clear “Ethics and Aesthetics!” stance! This Danish brand uses many “green” materials: Lyocell ®, a fiber produced from wood pulp, milk fiber (fermented), organic cotton, with a production process that uses no pesticides, nor any artificial growth hormones and where seeds are not genetically modified, and recycled polyester as well. Underprotection also focuses on recycled wool, which saves raw material and breathes new life into old garments. This recycled wool comes from torn, discarded, re-sewn, or re-knitted fabrics. This process requires less energy and offers an extremely comfortable and soft material.

And…

MARGARET & HERMIONE is launching a new Sportswear range designed using recycled fishing nets.

SEAFOLLY has created a “Water Garden” range made from a recycled nylon called Regen®.

FASHY, which has always advocated sustainable values, is presenting collections designed using 100% recycled polyamide.

ROSA FAIA is launching its Eco Rosa swimsuit made from recycled fishing nets.

MEY has developed pieces made from Pima® cotton, with its total “Fair Made/Fair Paid” sustainable approach. This cotton, also called the “silk of the Andes”, is a natural, healthy material that is 100% organic and has been grown in northern Peru, in the Piura region, for the last 4 000 years.

Seafolly

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