In a country where water is unlimited, clean and affordable, its sometimes easy to take it for granted and not appreciate the value it has let alone acknowledge the necessity it is to our basic survival. It’s also hard to imagine with a world covered in water, that 22 million people on our planet this minute do not have clean water to drink.
Running a sustainable fashion brand comes with its challenges. When I design the clothes I don’t compromise on sustainability. For example, I have recently designed a jacket which I love so much but we couldn’t make the fabric without a percentage (no matter the size) of virgin polyester in the fabric base. So we simply can’t make it... until we’ve nailed the fabric! We use this way of working across all divisions of our business.
Denim is one of my favourite fabrics, it’s just simply bloody epic. However, like most things we love, it’s bad for us. Denim is actually a pretty crappy product when talking about the environment. It’s by far the most polluting, thirsty and laborious piece of fashion out there.
£12.5 billion pounds worth of clothing is binned every year. 300,000 tonnes of it. A recent study has shown that women wear clothes approximately 7 times before throwing them away. Maybe some of these are occasion outfits? I know myself I have at least two dresses which I’ve only worn a couple of times (I blame this on my lack of fancy occasions to attend) However, shockingly its mainly everyday clothing which is ditched. t’shirts, trousers, shirts and jackets, all part of a macro trend that’s passed.