Mauvelli | 7 Fashion Brands That Toed The Line Of Sustainability In 202
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#MauvelliWrapUps: Here Are 7 Fashion Brands That Toed The Line Of Sustainability in 2020

January 07, 2021 | by Iyin | 0 Comments

The call for sustainability, circularity, and recycling in the fashion industry has only become more glaring in recent times. With the report by Zero to Market that stated that around 241,000 tons of CO2 is emitted during the four weeks of the international fashion shows, the negative effects of practices in the fashion industry are coming to light. 

Here are fashion brands that made an effort to infuse more sustainability in their practices in 2020;

Circularity

Levi's: 

In October, Levi's launched Levi's secondhand, a recommerce site for previously worn Levi's jeans and denim jackets. Through this platform, Levi's customers are encouraged to turn in their old Levi's denim pieces, even if they're damaged, in exchange for a gift card. 

This move by Levi's will help the conscious customer know what the end use of their garments will be like and also lower the environmental impact of the fashion industry. 

Read More: Here Is How Virtual Clothing And Other Innovations In The Fashion Industry Have Been Gaining Attention In The Past 8 Months

Sustainable Fashion

Stella McCartney:

In January, Stella McCartney introduced the world’s first biodegradable, stretch denim. Using plant-based yarns, the fabric was created by Italian manufacturer Candiani. 

The brand, which is big on sustainability, usually uses organic cotton to create all of its denim, but this innovation uses both organic cotton and a natural rubber core. This combination produces a plastic-free fabric.

‚ÄčBurberry:

In collaboration with the British Fashion Council (BFC), Burberry launched its new initiative titled ReBurberry Fabrics in December. This initiative involves Burberry donating its leftover fabric to fashion students in need.

These leftover fabrics which would normally have ended up in landfills after being destroyed are now being put to better use to support future talent in fashion. 

Check Out: Global Fashion Roundup: Model Halima Aden Quits Fashion Industry, Balenciaga Creates Video Game For Next Collection, And More

Recycling and Upcycling

Mango:

In April, Mango released its first-ever sustainable capsule collection. The collection is made from recycled fibres of garments collected through its Second Chances project. 

The materials used in this collection are not only recycled and sustainable, but they were also dyed using a process that saved 85 per cent of water.

Imane Ayissi:

In July, Imane Ayissi launched a sustainable collection made entirely from scrap fabrics from previous collections. Entitled Amal-Si, which means "the great misfortune that befalls the earth", showed how waste material that could have ended up in landfills can be used to create an entire collection. 

To keep the collection entirely sustainable, all the pieces will be sold in other fabrics, depending on the fabric waste available. The collection truly reaffirmed the need for creativity in the industry in promoting sustainability. 

Miu Miu:

In December, Miu Miu launched Upcycled by Miu Miu, a special collection of vintage dresses reworked and transformed by Miu Miu. This collection allows the "memory" of the original design to be preserved.

All the pieces in this collection were sourced from vintage clothing stores and markets globally and then given the unique Miu Miu touch. All of the pieces in the collection were handmade between the 1930s and '80s.

H&M:

Taking the concept of sustainability to a whole new level, H&M launched a conscious collection made entirely from waste. The collection featured everything from dreamy dresses to elegant accessories.

Every piece in the collection was made from sustainably sourced materials made from waste utilising fabrics. The waste used in this collection ranged from post-industrial packaging and PET bottles to food crop waste fibre, recycled metals and sustainably sourced soon pulp.

Apart from these 7 brands, many more fashion brands embraced sustainability in various ways, including using video games to display new collections, and so on. As time goes on and the need for sustainability in the fashion industry is further emphasised, more brands are sure to come up with new sustainable practices. 

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