If a brand hasn’t seriously investigated the timeline of its product, it is adding to the problem of waste! Of course, some brands have a fantastic line of sustainable products, credit to them! Yet under their same brand umbrella, they sell full-on fast fashion within another section of their shop. Yes, this is happening under our very own eyes, we have got to get savvy because luxury brands are not immune to fast fashion!
Why Sea change?
Greenhouse gases come from anthropogenic-human activity. Still, more issues in the fashion world are not being addressed, such as waste, pollution, hazardous chemicals, overproduction and the social impact. More so than ever, the sea change is now part of the conversation. Our entire brand’s foundations are based on helping to restore the natural world through innovative design. The end-of-life of a product and building biodiversity plans are vitally important but acting on them more so, we need to build a preservation mindset and develop this.
We are heavily involved in Ocean cleanup. Rather than passively waiting it out, along with our partners, we are actively helping to innovatively rid the oceans of plastics. If no action is taken, plastic will increasingly impact our ecosystems, health and economies. Take a look at the story of plastic below, and if you have some time, The Ocean Cleanup is a real eye-opener!
At aoife ®, we are aware and have been watching the statistics. Things are looking up! Changes are happening for the better; you’ll be glad to know that 66% of consumers will pay more for a sustainably made product. This trend is rising, which bodes well for our future!
But let’s face it; climate change is not just about emissions; it is about a backward system that has benefited some socially at the expense of others and, vitally, our planet.
What can we do?
Time to radically revolutionise our thought process, how we sustainably design, produce, communicate with each other; let’s work together collaboratively, innovatively in a progressive manner to create substantial change for the better. Pre-historically we were supposed to work as a tribe together, so why not share knowledge again -pool resources and experiences. Why are we not wearing our clothes so that humans’ prosper, so that well-being, interdependence and our natural world can thrive? What does this say about our generation? The survival of our future generations depend on us; we have got to get woke now! This is the time to show a firm commitment to respect and care for the planet and its people.
Waste is a design flaw
“Designers have the opportunity to make substantial environmental change. The best advice I have received as a designer was, ‘waste isn’t waste until you waste it.”
Designers and the media can be the game changers to climate change! Our circular brand’s foundations are built on the principle that “Waste is a design flaw”. We help to improve our environment by supporting environmental initiatives and actively using regenerative resources which help replenish the natural world. The depletion of natural resources critically endangers every layer of prosperity for future generations.
“Sustainability is about people and the health of our community. It’s about environmental conservation, economic development and social responsibility. You can have luxury from a source of waste; this is the beauty, the beauty of regeneration, just like the season’s change.”
What are we doing differently as a fashion brand?