After a winter of extreme weather across the globe, fears that human habits could be accelerating climate change are more real than ever. Consumers can often find themselves stuck between the desire to purchase new styles and fast fashion at low prices, and the guilt of buying items that, in many ways, are contributing to this global disaster.
‘Buyers guilt’ manifests itself in consumers who are really just adhering to the product marketing that they get exposed to every single day. Yes, there are a lot of brands that are making a positive impact and important changes, but there are also many who greenwash – especially in the fashion industry.
CRISP. is on a mission to bring its readers some of the most innovative fashion labels popping up all over the U.K. so that buyers can purchase items that won’t cost the earth. Whether it’s traditional brands who are taking steps to change their supply chains or startups who are giving us creative production ideas, we want to shed light on the brands hoping to change the way we consume.
As the negative environmental impact of fast-fashion consumer behaviour is becoming increasingly clear Maxwell-Scott, luxury leather designers, have decided to take a definitive stand. We caught up with the brand who told us that as well as continuing to honour their 25-year warranty on all their crafted products, Founder Maxwell-Scott believes “it is all of our duties to act in the most environmentally-friendly way possible” and expand this belief into all possible areas of the business. From statement bags to travel essentials, the brand has an exquisite capsule collection of products that offer Italian craftsmanship in the form of spring statement pieces. CRISP. loves that because many of the products are so impeccably finished, they can be repurposed to suit the consumer’s needs.
So buying less and buying better is something we already know, but often it is easy to be intimidated by the pace at which styles change on the catwalk and forget this. Here is where ‘capsule’ becomes your favourite buzzword. Key items that can be re-styled, repurposed, and still keep their quality. Thanks to more brands like Maxwell-Scott, we’re excited for a collection of capsule items that are guaranteed to last 25 years (and probably beyond!)
Reusing materials that already exist is another way around producing more unnecessary fabrics and recycling what is already out there. This is something that innovative outwear brand Ponch has executed well in their recent collaboration with visual artist Leif Podhajsky. Everything in this urban rainwear collection is recycled or compostable from swing-tags to seals made from cornstarch to soy-based inks. Their packable ponchos are perfect for the festival season, with a high waterproof rating and made from 100% post-consumer plastic bottles so you can enjoy the rave guilt-free.
Speaking of festival outfits, CRISP. Mag will be ‘do good’ dressing in tentree this year, an aspirational fashion brand who encourage environmental stewardship through earth-first apparel. Not only do they ensure all their clothing is sustainable, accessible and comfortable, they plant ten trees for every purchase made. As tentree advocate; ‘it’s not about being a hardcore environmentalist to make a difference’, it’s about making meaningful changes and contributions that all add up. To date they have planted over 30 million trees making a positive impact to communities around the world.
With a duty to consume more responsibly we must start by changing our purchasing habits and force brands to adapt and become greener. Helping to accelerate that change are a handful of small creative startups with big ideas. Comovita is an online retailer with a mission to make the world a better place. Their website only stocks brands making a positive impact on the planet. Online you’ll find various features such as an intricate pre-orders system that ensures the consumer has time to make a conscious purchase and sellers don’t over-produce merchandise. In addition to this, they boast some exclusive collaborations like their latest one with WOMSH. They have partnered with WOMSH to launch a limited-edition capsule of sustainable & vegan sneakers (made with Appleskin leather and recycled materials) to show both partner brands and consumers that this is the new way of doing fashion.
With so many exciting and new avenues to explore, fashion is taking a turn we never thought would be possible, especially not on the high-street. As entrepreneurs, designers and do-gooders try to “ethicalise” the way we consume fashion, the responsibility now falls with the consumer to start making these vital changes to the way they wear their ‘drobe.
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