Beyond the Label : A Sustainable Fashion Show
- Stefania Corti
- Jan 14, 2017
- 3 min read
The best part about working in fashion for me is not the glamour, because despite what outsiders might think, there is absolutely nothing glamorous about the fashion industry, unless you are a Gigi Hadid or Anna Wintour. When you are a regular Joe or Jane making a living as a creative (as a fashion designer is), the best part is - wait for it - the creativity. While having a creative job usually comes at a cost (of a high salary, of linear thinking, of sanity, of time off - because when you are a creative all you do is think your next thought), it always reaps the benefits of discovering something new.
Trying to break into the realm of sustainable fashion development, late last year (November 17) I decided to volunteer for the City of Santa Monica at their Beyond The Label - A Sustainable Fashion Show, held at the historic Women's Club on 4th street.
In between opening and closing chairs, moving heavy boxes up and down the cracking (suspiciously so) stairs of that 1910's building, and dressing hysterical first-time models behind the scenes, I actually managed to do a little bit of what I really meant to accomplish there in the first place: learn something. Santa Monica is great in this regard: it is one of the 10 most sustainable cities in the world, on its way to becoming soon a smart city, and very very keen on educating its residents on what it values the most: the planet.
The show did a good job not only at talking about what the city is doing in terms of sustainability, but it also gave a promotional space to some local organizations whose entire DNA is sustainability, achieved through an element that I believe is the fundamental driver for a conscious brand: innovation.
For example, Tex-Cal footwear company Tredagain developed a water-less, chemical-free technology called APX® that uses at least 50% up-cycled tires to create their light-weight soles, with added slip-resistance and durability. They make sandals, slip-ons, boots, high heels, all in the name of resource efficiency while also looking great.
[Contacts: https://tredagain.com Tracey Tague, Head of Marketing: tracey@tredagain.com]
LA Relaxed is a Los Angeles contemporary apparel company with a feminine, sexy yet comfortable look. Not only is the company sustainable, but its prices are too, for all of us who are dollar-conscious. They shun man-made materials, like polyester, in favor of organic cottons, tencel and modal, while also partnering with local vendors and makers in order to have complete transparency on fair labor practices and wages.
[Contacts: https://larelaxed.com/]
Bead & Reel was another clothing/accessory brand that caught my eye. Its sophisticated dresses, yogawear
and accessories are the living proof that you don't have to sacrifice the fashion element in order to be sustainable, eco-friendly, socially responsible, vegan or ethical. Founded by a former Hollywood costume designer, Bead & Reel is all made in the USA and uses both organic and recycled materials in its collections, while striving to always achieve zero-waste both in development and at the production stage.
[Contacts: http://www.beadandreel.com/]
I personally would have liked to see these brands défiler on the catwalk, instead of pre-loved designer outfits, but hopefully next time instead of lifting chairs I will manage to contribute to something more creative.
These brands all have one thing in common: they are sustainable. Each in their own way, in their own measure, with a unique vision, but their core goal is fundamentally the same: they have understood that it is possible to not sacrifice low cost, profit, style and vision in order to be sustainable. When you have creativity, when you foster innovation, you can make anything happen.
Note: Tonnes of clothing end up in landfills every year, contributing to pollution and "opportunity waste." Consider joining the circular model initiated by I:CO, an organization based in Germany but operating globally: drop off your unwanted clothes, shoes and accessories to any I:CO bin and receive a voucher in return that you can redeem for discounts, loyalty club points or gifts at one of the company's retail partners (like H&M, Forever21, The North Face, etc) . Your donated items will be sorted and categorized, recycled, up-cycled, and reused by someone, anywhere in the world, perpetuating their life according to the sustainable principles of a circular economy.
For more information, visit www.ico-spirit.com
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