London department store, Selfridges has always been experimental and innovative, and as a “fashion influencer” it has always been one step ahead in representing and supporting sustainable fashion.
Earlier this week, Selfridges launched ‘Material World’, showcasing eight sustainable fashion brands each of whom represent a different material – leather, denim and wool, among others – and a sustainable and ethical approach to the manufacturing process of its clothing.
From now until the end of March, the London department store’s famous window displays will showcase the eight ethical brands with a view to challenging people’s perceptions about materials that their clothes are made from, sustainable practices and how sustainable is stylish.
In a statement, Selfridges said: “We invite you to question the materials we wear and the effects they have on our local and global communities.”
The eight designers, supported by Selfridges, form part of the department store’s Bright New Things in sustainable fashion campaign, which first started last year. The relatively-unknown designers are part of a “new crop of creatives using sustainable methods to build a more eco-friendly fashion industry”.
Each of the designers are conscious of protecting the environment, preserving artisan techniques where applicable, and offer alternatives to consumers who do question the mass-produced fashion industry’s supply chain and want to buy clothes from designers who resonate with their desire to wear clothes that are stylish, timeless, classic and sustainable.
Among the designers and the materials they represent are Le Kilt. Le Kilt was set up by designer Samantha McCoach to modernise her family’s kilt-making heritage, creating a collection, made from 100% organic Scottish wool, that offers a modern twist on the traditional kilt.
Representing cotton, Study NY is dedicated to sourcing sustainable materials and devising production methods that cut waste and support communities. All pieces from Study NY’s collection of timeless shirts, dresses and trousers are made using 100% organic cotton.
Stockholm-based brand Deadwood upcycle old leather to create leather jackets embellished with their signature style of painted-on designs.
Sunglasses brand Dick Moby represent plastic. Dick Moby’s collection is handmade in Italy using 97% recycled acetate and bio-acetate.
British knitwear label Tengri provide a cashmere alternative with their yarns made from Mongolian yak fibres. The production of Tengri’s clothes also help to support communities from Mongolia to the communities in the Yorkshire mills where the yarns are spun.
Material World’s denim offering comes by way of California courtesy of Tortoise Jeans, which aims to reduce the industry’s ecological footprint with their advanced wash technologies which limits the use of toxic chemicals and eliminates water wastage.
Parisian fashion label Kilometre construct their collection from pre-loved European linen, while the embroidery is created by hand in Mexico and India by groups of women managed by a social enterprise.
Activewear represented by Vyagama champions the tencel fabric, a form of viscose made from sustainably-farmed eucalyptus to create yoga leggings, shorts and tops in eye-catching prints as well as neutral colours.
Material World collections are available from Selfridges in store and online
Rosalind Medea is Life & Soul Magazine’s Chief. She is a journalist who writes about sustainable life & style, music, entertainments and wellbeing. Rosalind also works as a spiritual life coach and intuitive advisor helping people to become who they truly are and manifest their heart & soul’s desires into their lives: www.rosalindmedea.com