As consumer awareness and technological advancements progress, an increasing number of brands are exploring and adopting sustainable practices. These include utilizing recycled materials, textile waste, embracing circular design principles, and developing biodegradable and low-impact materials, aimed at reducing waste and carbon emissions while promoting fair labor practices. These initiatives not only lessen environmental harm and elevate social responsibility but also drive economic models towards more sustainable directions, leading the fashion industry towards a more eco-friendly and responsible future. The Red Dot competition emphasizes the importance of this trend by supporting and publicizing these practices, deepening public understanding of sustainable fashion.
The trend of using textile waste and offcuts in fashion is growing, with brands adopting circular design principles that go beyond simple recycling. For example, the Chinese brand Icicle emphasizes traditional Chinese philosophies of balance and moderation in its approach, utilizing responsibly sourced materials and ensuring traceability of its products. Marine Serre uses reclaimed textiles like household linens to create luxury fashion pieces, challenging the stigma around waste materials in the luxury sector. Fibershed collaborates with brands to access local textile supply chains that benefit from regenerative farming practices, while Nkwo developed a new textile from discarded denim, supporting local communities in Nigeria. These initiatives highlight a shift towards more sustainable and thoughtful fashion production.
French designer Marine Serre is known for making 50 per cent of all her collections from reclaimed textiles such as household linens (above), carpets and towels.
British-Nigerian designer Nkwo Onwuka developed a new African textile called Dakala, which resembles handloom-woven cloth but is made by stripping and sewing together pieces of discarded denim.
Several fashion brands have successfully embraced zero waste and circular economy principles, paving the way for a more sustainable fashion industry. Whimsy + Row, for instance, creates garments in small batches, repurposing textile waste for accessories or recycling them, using materials like organic cotton, linen, and TENCEL™. Their limited runs and reuse of fabric scraps highlight their commitment to a zero waste philosophy.
Anekdot, a Berlin-based brand, is another example, transforming high-quality waste fabrics into exquisite lingerie, loungewear, and swimwear. By prioritizing fabric sourcing and utilizing pre-consumer textile waste, Anekdot showcases how innovative and sustainable practices can lead to unique and limited-edition pieces, further minimizing the fashion industry's impact on the environment.
MUD Jeans introduces a circular approach to denim, offering sustainable jeans made from organic and recycled cotton. Their initiative to lease jeans and offer free repairs for a year exemplifies a practical approach to circular fashion, reducing waste and extending the life of garments.
These brands demonstrate the potential for the fashion industry to adopt more sustainable practices. By focusing on zero waste design and production, utilizing sustainable materials, and encouraging the reuse and recycling of garments, they offer inspiring models for reducing the environmental impact of fashion.
"Whimsy + Row," Sustainable Jungle, no date. Available at: https://www.sustainablejungle.com/ [Accessed 18 March 2024].
"Anekdot," Sustainable Jungle, no date. Available at: https://www.sustainablejungle.com/ [Accessed 18 March 2024].
"MUD Jeans," Sustainable Jungle, no date. Available at: https://www.sustainablejungle.com/ [Accessed 18 March 2024].
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