Sustainable fashion is increasingly present in the DNA of brands and consumers. Being careful with the environment has become very important for all companies. A proof of this is that being sustainable is one of the main objectives of any corporate social responsibility strategy.
The concept of recycled fashion is no longer associated with poor quality garments or clothes that might break after being worn a few times. We see this in more and more designers and brands.
Undoubtedly, recycled fashion has saved many fashion companies during the global crisis caused by the COVID-19 coronavirus pandemic. Many brands had to stop production and their collections remained in warehouses due to the impossibility of selling them in stores.
Fashion companies – and also those in other economic sectors – have had to rethink the way they work. One of these reconversions was to use a large part of the unsold material to create upcycling clothes so they didn‚Äôt lose as much material as expected.
An example of recycled fashion
Some brands such as Jonathan Cohen¬†launched their collection outside the seasons established by the sector. They created “THE STUDIO” with the aim of expanding their design offer with creativity and innovation through recycled products.
As they explain on their website, “fashion production leads to a lot of fabric scraps and other materials that are usually wasted. Our mission is to use these unused materials to minimize landfill contamination. Leftover fabrics from past seasons and leftovers from our factories are now the creation of new styles.”
And they add that with this way of working they manage to “push our creative approach further, launching collaborations with those who have inspired our brand: artists, local and global artisans, as well as socially conscious organizations that align with our spirit. Limited edition garments, one-of-a-kind pieces and accessories, on our new e-commerce platform.”