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Sustainable Fashion - What's your view?

I’ve just come back from a SS20 sourcing trip to Italy and the one thing that struck me is how much the factories and mills are talking about eco and sustainability, right at the source of production they are acutely aware of the need for change.

Many of you will know we have been working with Eduardo and his family who are winning awards for their work in recycled cashmere, right now they are developing a method to recycle cotton and cashmere.

At the same time the fabric mills are talking more and more about recycled cotton and on this trip we discovered the mill who supplies our wonderful Foundation fabric (already recognised as industry leader in sustainable practises) are looking at a recycled foundation fabric, watch this space!

All this at a time when everyone seems to talking about sustainability in fashion.

Currently, almost 1.2 billion tonnes of carbon emissions are produced by the fashion industry and 11 million items of clothing are sent to landfill every week in the UK.

As you might imagine this can be a tough message when you’re trying to build a brand that sells garments but maybe because I’m looking at it from a glass half empty perspective. The reality is, when I was developing the Hope concept ethical sourcing was at the heart of what I wanted to do. I always knew it would never be about fast fashion. 

For me Hope was always going to be about investment dressing, investing in the best quality fabrics and yarns we could afford, made into the simplest shapes. I never set out to create a value brand and I knew the prices would be above the average high street but wanted you to be wearing it several years later .

As we move into our 5th autumn season I can honestly tell you I’m still wearing several pieces form that first collection, particularly the Foundation pieces which  look as good as new.

So whilst the answer to the question ‘do you need more clothes?’ is probably no, purchasing clothes that make us feel good and help to boost our self esteem, I personally feel is very important. If those garments have been sourced responsibly with a strong ‘cost per wear’ ethic then hopefully we can feel we are doing our bit for the environment and indeed ourselves. 

Please let me know what your thoughts are, is it something you consider, does it matter, is it changing your behaviour to clothes purchasing??

One of my heroes in the industry is the amazing Eileen Fisher and having received her latest catalogue I know Hope has a long way to reach her exemplary standards but you know, small acorns and all that!

I hope you enjoy the collection,

nayna-signature-gold

 

 

P.S. My favourite pieces...

The Faux Fur Gilet
The Recycled Cashmere Colour Block Jumper
The Power Foundation Parallel Leg Trouser Chocolate
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Coco Chanel