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Selfridges' material world boosts sustainable fashion
Jan '17
Courtesy: Selfridges
Courtesy: Selfridges
British department store chain Selfridges is focusing on sustainable fashion with the introduction of ‘Material World’ project. It aims at the development of sustainable fashion design and retailing. Material World is Selfridges’ first creative project for 2017, which includes eight ethical designers who identify means to reduce damage to environment.

The Material World project will continue till March this year. It will host conversations around developments in sustainable fashion design and retailing, share stories of best future-gazing design and production, while honouring the strengths of traditional textile manufacturing practices in UK and beyond. As part of the project, Selfridges has invited brands to tell their material stories and position provenance and production at the forefront of fashion retail.

It includes eight materials from various popular brands—leather by Swedish label Deadwood, specialist in leather recycling inspired by original vintage styles; luxury fibres by British knitwear label Tengri, presenting a cashmere alternative with their noble yarns, made from Yak wool; cotton by Study New York, label that advocates of socially and environmentally conscious cotton production; denim by Tortoise Denim, a Californian label setting new standards in denim manufacturing; linen by Kilometre, Paris, a label adding unique and bespoke embroidered designs to classic hand-woven pieces; plastic by Dicky Moby, manufactures beautiful sunglasses, handmade in Italy with 97 per cent recycled acetate and bio-acetate, wool by Le Kilt, the British label founded by Samantha McCoach, inspired by her kilt-making heritage and the preservation of original techniques; and viscose by Vyayama, a New York athleisure label providing an alternative to synthetic yoga wear.

“We are a shop selling ‘stuff’, so let us take a closer look at the very materiality that makes it. Material World will examine sustainable textile development, with a focus on social, local and global production stories. The project will explore current problems and their impact as well as presenting solutions and ideas, with honesty and humour, in a retail environment. Through Material World we want to invite consumers and the industry to refashion the way we think about our clothes, and how we talk about sustainability,” said Linda Hewson, Selfridges’ creative director. (RR)

Fibre2Fashion News Desk – India

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