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Sustainable fashion innovates the creation process and becomes a trend

Sustainable fashion innovates the creation process and becomes a trend

The fashion market has always been related to unbridled consumption and superfluous, or better, unnecessary, if we think of exchanges of collections at each station. The fact is that everyone is more conscious and seeking more sustainable alternatives, from the manufacturing, distribution to the use of the pieces of clothing. Brazil has always been a country of abundance in organic raw materials, such as straw, raffia and cotton, both to make accessories such as bags, hats and costume jewelry, and to weave textures of textures with the face of the tropics. The good news is that natural fabrics gain new versions each day, from not only cotton but bamboo fiber, or curauá - extracted from a bromeliad from the Amazon. The Brazilian brand Osklen, with a strong connection with nature, is an example of who privileges this differential. Supporter of other sustainable initiatives, the brand is also the founder of Instituto-e, an NGO that promotes development through green ideas. Ecological silk parts, fish leather accessories and cotton mesh with PET bottle are some of the products found on the shelves of your stores. The brand Billabong also bet on the fabrics made with the packaging of drinks and launched a shorts in partnership with the manufacturer Schin.

Stay fashionable without harming the environment - Photo: Getty Images

In the biggest Brazilian fashion week, the São Paulo Fashion Week, Alexandre Herchcovitch paraded three pieces of recycled fabric. Named EcoSimple, it re-uses leftovers from the confections that are shredded to become fibers again, and bonds them to 20% PET bottle polyester for strength. A British survey showed that if every person in England (about 50 million people, almost a quarter of Brazil) bought at least one piece of clothing made from recycled fabric per year, 371 million gallons of water could be saved, 480 million tons of chemical dyes and the amount of electricity equivalent to the average consumption of a family for 12 years.

Reaproveitar pieces that have been discarded is a strong trend that has everything to become reality in the coming years. Some suggest the wave of lending and thrift shops end up being great alternative to increase the life cycles of a fashionable clothing. But, as far as the London Fashion Week designers are concerned, the rebuilding of parts must become the next success of the shop windows.

Fleece is a great alternative to increase the life cycle of a clothing

Creation process

The biggest challenge for these designers is not only to reuse cloth, but to be able to comply with consumer laws. Because, in this case, the creation process is the reverse: it is no longer the fabric that adapts to the concept, but the concept that needs to fit the type of fabric available. "I also strongly encourage my clients to think of new ways to use an older piece, which has suddenly gone out of fashion or made people sick. Changing buttons, renovating or dyeing are good alternatives," suggests fashion and image consultant Roberta Carlucci .

Stylist Stella McCartney, famous for her simple and modern cutouts, has always had an ecological bias. The line he developed for Adidas, made up of organic fabrics derived from eucalyptus, includes natural canvas shoes, recycled rubber and wood pulp soles. Her last challenge was to create a more friendly model for the Queen's guard hats, the Bearskins. Traditionally made of bear skin, its new versions have been designed in synthetic fur.

Developed in laboratory

The so-called biocostura, innovative method in the production of tissues, genetic mixture and other interventions of test tube. The world's most famous fashion college, Central Saint Martins in London, has just developed fibers through the basic idea of ​​fermenting green tea with sugar using bacteria that degrade caffeine. From this broth, small threads sprout, which, in clusters, form cellulose plaques as thin as papyrus.
Another innovation, developed in a laboratory in Seoul, South Korea, was the production of fibers of spider webs through bacteria . As it is difficult to obtain the strands of the webs in nature, since the spiders themselves digest them, scientists insert the secretory genes of the spider web into common bacteria.


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