5 Mar 2021

Sustainability and environmental friendliness: fashion brand initiatives

Today, the sustainability movement is gaining more and more popularity, its concept is based on the ethical treatment of the environment as well as social responsibility. The fashion industry can no longer remain isolated and ignore the negative impact it has on the planet: more than 100 billion pieces of clothing are produced globally each year, which damages the environment.

Brands are rethinking their activities: start making clothes from recycled materials; stop using natural fur and leather of exotic animals; do their best to minimize harmful emissions from the clothing production.

The Vremena Goda Galleries team decided to investigate this issue and review environmental initiatives. In our article, we have collected the most interesting proposals for sustainable development: from advanced faux fur development to teaching Afghan cattle farmers regenerative farming techniques.

Sustainability and environmental friendliness: fashion brand initiatives

Gucci

The brand sees its goal in moving to a closed production path. The idea suggests creation products to have numerous "lives" - for this, recyclable or biodegradable materials are used. The fashion brand has launched the Gucci Off the Grid collection, the very first capsule within this concept. The line includes casual wear, footwear and accessories. The products are made of Econyl fabric, which can be recycled countless times, as well as polyester made from PET bottles.

Gucci Off the Grid collection

Gucci Off the Grid collection

Gucci Off the Grid collection

Gucci backpack, recycled nylon sneakers

Gucci backpack, recycled nylon sneakers

Gucci backpack, recycled nylon sneakers

Stella McCartney

Stella McCartney is a pioneer in sustainable development and a leading expert in eco-friendly production: within the twenty years of the brand’s existence, she has never used animal materials in her collections. The brand pays special attention to cotton production. The company follows the regeneration principle, which means working with one piece of land, as well as restoring and saturating it with nutrients after each growing and harvesting cycle. Moreover, the fashion house has developed its own Koba faux fur, made from recycled polyester and polyester interlining which looks and feels like natural.

Stella McCartney Fur-Free Fur collection

Stella McCartney Fur-Free Fur collection

Stella McCartney Fur-Free Fur collection

Stella McCartney Fur-Free Fur coat

Stella McCartney Fur-Free Fur coat

Stella McCartney, eco-leather boots with recycled wood platform

Stella McCartney, eco-leather boots with recycled wood platform

Burberry

The British brand is also following a sustainable path. They adopted Econyl fabric, made of scraps of nylon found in the ocean. Burberry also produces capsule collections from recycled materials such as fishing nets, fabric scraps and industrial plastics. In 2020, the company launched a sustainable cashmere production program. Within this plan, Burberry intends to train Afghan cattle farmers to apply modern goat down harvesting techniques, adopt humane animal management as well as regenerative farming - grazing lands reclamation. In addition, Burberry donates leftover fabrics to UK students who study fashion and clothing design.

Burberry Econyl capsule collection

Burberry Econyl capsule collection

Burberry Econyl capsule collection

Burberry Econyl backpack and belt bag

Burberry Econyl backpack and belt bag

Burberry Econyl backpack and belt bag