US' clothing brand Syddney unveils Ever Seam Apparel

"To find a new way to address the fast-fashion problem, we asked if sustainability is sustainable," said R Habner, VP of marketing at Syddney. "What happens when big companies buy all the 100 per cent organic cotton, for example? What happens when all the organic cotton farms can't fulfill a certain quota? Obviously, scenarios like this drive-up prices while being unable to meet increasing consumer demand. And another pain point is the price. While consumers may have every intention of doing their part to help the planet, if they can't afford the clothes, they will move on. Our plan was to focus less on a single eco-link in the chain and instead, focus on what really makes a long-term difference. Like making sure a single clothing purchase lasts for a long time. And that's what Ever Seam achieves."

"When you buy Syddney clothes, you start saving money immediately without realising it," explained Habner. "Because you will have a piece of clothing that lasts longer due to its construction, surface abrasion, edge abrasion, colorfastness, flame resistance, stain release and odor resistance. Wouldn't it be nice to share a hoodie with your grandkid one day? Like something you could pass down as an heirloom, instead of tossing it out the following week after purchasing it? One of our sales reps shared with us that his daughter wears his hoodies all the time. This is gender neutral at its best – where we can wear each other's clothes interchangeably. And doing so, you will be consuming less fashion and helping our planet at the same time."

Fibre2Fashion News Desk (RR)