By Jing Yang | April 22, 2019 | Style & Beauty
In light of Earth Day, we're shining a light on three brands taking the eco-friendly concept of "circular fashion," a notion focused on extending the life cycle of all clothing, shoes and accessories, mainstream.
To further emphasize concerns of fashion recycling and also raise awareness of clothing sustainability, Vestiaire Collective, a leading global resale site, launched a downloadable guide, The Ultimate Consumer Guide to Circular Fashion, available today on the brand’s website. Founded in 2009 by Fanny Moizant and Sophie Hersan in France, Vestiaire Collective has grown into an international community focusing on circular fashion with more than eight million fashion-savvy members located in more than 50 countries. Working on solving recycling problems of high-fashion pieces, more than 300 employees are carefully curating a catalogue of items and checking to ensure that each piece is of high quality and authenticity. With assistance from Atomik Research, an independent creative market research agency of MRS-certified researchers, they sent out a survey to 10 key markets to understand consumer attitudes and behavior relating to circular fashion. The results show that 78 percent of worldwide consumers believe sustainability is important, but less than a third of them recognized the term “circular fashion.” To build a more environmentally friendly fashion culture, the easy-to-understand guide awaits for customers to explore.
Featuring timeless pieces and accessories, von Holzhausen introduced the concept of sustainability into the easy-to-wear style to offer products that add value to the world. Award-winning designer and founder Vicki von Halzhausen created this vegan brand in 2015 in Malibu, California. With a background in automotive design, she utilized a trademarked performance material called Technik-leather, which is 100 percent animal free. As a common material for building cars, this waterproof, artificial leather maintains the look and feel of real leather with less weight, a higher level of strain and scratch resistance.
As a loyal believer in the idea of sustainable fashion, urban uniform brand Theory expanded its eco-conscious collection with a newly created fabric, Good Linen. Made from Global Organic Textile Standard-certified organic linen, this soft and airy material is tree-friendly with Global Recycled Standard-recognized elastane. To provide a better touch and stretch, Good Linen is woven in a fiber-focused Italian mill. In 2017, Theory launched its first earth-friendly line, Good Wool, which is made from premium merino wool. More than 20 years after its debut from founder Andrew Rosen, Theory continues to improve environmentally with a stricter production process to better execute sustainability.
Photos courtesy of Vestiaire Collective, von Holzhausen, and Theory