The many aspects of circular fashion
The fashion industry is multi-faceted and going circular encompasses many different aspects, including design, media and retail. But right at the beginning of the process stands the manufacture of textiles. Reblend have found a way of making this much more sustainable: by producing new yarn from blended, recycled textiles. The company works closely with fashion designers, textile producers and interior design companies to ensure maximum efficiency and relevance.
Another business occupied with the early stages of fashion is DyeCoo, which has pioneered the world’s first water-free and process chemical-free dyeing technology, using reclaimed carbon dioxide. At the other end of the process is Sympany (website in Dutch), which resells and recycles used clothing and textiles and supports projects in developing countries, as well as various initiatives that encourage using recycled materials in the production of new clothing. And so the circle is completed.
A new consumer mindset
The expression ‘slow fashion’ has been deliberately chosen to reflect what many feel is a necessary change in attitudes towards fashion, and how to consume it. For the fashion industry to become more sustainable, there needs to be a shift away from fast-lived, cheaply produced trend items and towards high-quality products and new production processes. In Amsterdam, MUD Jeans is making a head start on this with its ‘lease a jeans’ concept: Rather than selling its jeans, MUD Jeans loans them for a fixed period, after which the wearer can decide whether to keep them or send them back for upcycling into vintage models. And Lena – The Fashion Library is dealing with the dilemma faced by those who want to stay abreast of current trends as well as being sustainable. It’s a membership scheme where you can borrow high-quality clothing, allowing customers to wear good, sustainable and vintage fashion without breaking the bank or having to give up on trends and variety. After all, fashion is meant to be fun.
Sustainable denim in Amsterdam
Amsterdam’s denim industry is thriving: the city has the highest concentration of denim brands in the world. The G-Star RAW label began its worldwide ascent here. Now co-owned by none other than Pharrell Williams, it flies the sustainability flag with initiatives such as the RAW for the Oceans capsule collection. But this is not all: Kuyichi, the first-ever label for organic jeans, was set up here; Kings of Indigo, crowned most sustainable denim brand in Europe for working with innovative production processes and re-usage initiatives, is based in Amsterdam, too. Lastly, there is House of Denim, a platform dedicated to the sustainable development of premium denim. House of Denim organise the annual Denim Days in Amsterdam and now New York City, too, and they are renowned for emphasising innovation and education. In Amsterdam’s denim scene, it’s full steam ahead for slow fashion.