Questioning fashion and sustainability is not just about the enormous amount of plastic bags at this year's Bread & Butter. Actually, we asked several fashion brands about the importance of sustainability in fashion we got the answer - "Sorry, with sustainability you can't make money in our segment." - which motivated us to look for examples that embraced sustainability a little bit more.
Read on for our favorite findings!
For instance, the Made-By organization supports fashion companies in making their business more sustainable and social. A part of this collaboration means saying no to child labor, forced labor, discrimination and yes to safety, fair working hours, and more sustainable resources. They even features so called "score cards" (click here) that makes it easy for customers to learn more about the efforts of their favorite brands getting more sustainable every year.
Kuyichi (say coo-yee-chee) is one of the brands that collaborates with Made-By and showcases several recycling results during this year's Bread & Butter. Their sustainable practice includes the use of organic cotton and linen and they also work with recycled PET bottles, spare denim, soya, lenpur and vegetable tanned leather.
Another, positive surprise are the tie-ups, waist-clips that are based upon an brand new biodegradable plastic (Apinat) from Italy. With a wide range of colors tie-ups offers waist-clips for everyone. A great example of how we can combine our love for fashion and respect for nature at the same time.
We hope these examples will inspire several brands at this year's Bread & Butter who still believe "sustainability" is a dirty word. Not only because more and more people do care about how their clothing was made, but also because the fashion industry has a powerful voice that can be used to raise consumer awareness.
Aart van Bezooijen is a Dutch optimist and motivator for materials in design. He lives and works in Hamburg where he founded Material Stories (2005) to inspire and enable the best use of materials to make design more competitive, creative and sustainable.
2011 he explored sustainable solutions from around the world during the "It's Not Easy Being Green" project with graphic designer Paula Raché. He co-organized the Materials Café exhibitions at the Hannover Messe in Germany, the world's leading trade fair for industrial technology. Since 2012, he works as Professor for Material and Technology Transfer at the Burg Giebichenstein University of Art and Design Halle growing a new materials library.