Here at Firelight we’ve hosted many a fashion shoot. Big publications have shot with us as well as smaller burgeoning local brands. We’ve also done many events, from private concerts to screenings to our very own Holiday parties. The one thing we have yet to do in our studio and for which we are highly excited about is a Fashion Show. And this wont be any regular fashion show. We’ve teamed up Official Rebrand and Lebas NYC as well as Milk to present a new wave of fashion. Everything from immersive performances to botany to mind altering Berlin music will feature at this all sustainable- ethic and fair wage show. It was only natural that here at Firelight we chose to partner with sustainable fashion brands because we care and you should too. Heres why, how we can change things through our media landscape and an insight into some brands we’ve worked with and hope to work with in the future:
The most environmentally damaging factors of the clothing industry are the chemical emissions released into the environment during the development and manufacturing processes, alongside the mountains of waste thrown up by a consumer-driven culture. In order to reconsider the use, life, and afterlife of products in an environmentally prioritizing manner, corporations, brands, and designers must regulate their supply chains, use media as a platform for environmental awareness, make an effort to develop new methods of recycling and material reuse, and ultimately limit production growth. Supply chain regulation and labor examination greatly affects the quality and longevity of a product, by preventing abuse of employees and promoting positive working conditions while regulating the specific materials which go into a product. The use of media or fashion as a platform to promote environmental (and even consumer culture) awareness can create trust as corporations become transparent with their consumers and educate them of the harms of wasting materials. Recycling and material reuse efforts further fashion through new interpretations while giving a new life to materials which otherwise could have become waste. The final, ultimatum, black-and-white strategy of limiting production growth obviously uses less materials, creating less waste, but also encourages consumers to seek quality and longevity in their material possessions.
Using media such as fashion itself, as a platform to promote environmental (and even consumer culture) awareness to consumers, honest production is promoted as corporations shift towards transparency and make an effort to educate buyers of the harms of wasting materials. While advertisements promoting the longevity and quality of products encourage consumers not to waste their material possessions, when large companies use their media presence to invest, contribute, or enact social responsibility in the sphere of environmental welfare, they act as a role model for consumers by educating and promoting awareness of the natural world around us. Transparency between companies and there consumers is the first step in environmental awareness, because it communicates a knowledge and public disclosure of the materials and manufacturing process which construct a product. Women’s clothing label, Reformation, has a RefScale feature provided on every one of their products, which declares the water, carbon, and energy consumption gone into the production of each one of their items. Denim companies such as Nudies jeans and G-Star RAW have taken environmental action, starting with providing transparency to their consumers. On G-Star’s easily accessible Sustainable Product page of their website, they publicly release their policies on materials, specifically sustainable materials, and ethical sourcing. G-Star also has an online page providing more information on their supply chains, and the specific suppliers which manufacture their denim. Nudies jeans has an online production guide which provides detailed information on the suppliers and countries in which the different kinds of garments they produce are manufactured. The outdoor clothing company, Patagonia, frequently speaks out in promotion of environmental awareness, with their ongoing media campaign to “protect public lands” and their revolutionary action after Donald Trump reduced the size of the Bear Ears National Monument. When corporations provide their consumers with transparency, advertise their environmental efforts, and speak out for legal action, they convey the importance of environmental awareness and consumption of materials, with the possibility of spreading these values to their customers.
Recycling and material reuse efforts prioritize the environment by giving a new life to existing materials which would have otherwise become waste, constructing a closed-loop system, and greatly reducing waste. Alongside this reduction of waste and abundance of materials, the culture of fashion is furthered through new interpretations and creative reinvention. The Japanese designer, Junya Watanabe, has inspired many with his deconstruction techniques, specifically the transformation of vintage fleece sweatshirts into complex outerwear and jackets, created for Comme Des Garcon in 2006. Both Patagonia and the American denim company, Levi’s, operate entire systems of repairing used garments in order to discourage consumers from throwing out materials which are not yet waste. The American designer label, Eileen Fisher, buys back used existing garments to fix up then resell – while some items are simply mended, others are up-cycled into unique garments of greater value than they were before (Patagonia does this practice also). In January 2018, the rising designer, Ev Bravado, created a pop-up location in collaboration with designer, Heron Preston, where consumers could bring their own used clothing to be customized with rhinestone graphics. Preston, who is no stranger to the use of pre-existing materials, joined with the New York Department of Sanitation in September 2016 for a collaborative range of up-cycled workwear and uniforms. Up-cycling, refurbishing, and the reconstruction of one garment into another are all extremely creative solutions to reusing materials and typically is free from harmful chemical processes to breakdown
raw materials. While using existing fashion waste is one option, another would be to harness other kinds of existing waste to be recycled to create new products. Patagonia uses recycled cottons and polyesters throughout almost all of their products, with specifications viewable to consumers. Adidas has been collaborating with Parley, to recycle ocean plastics, and turn them into a yarn and fabric of which sneakers can be constructed. Similarly, G-Star RAW has collaborated on research with company, Bionic Yarn, to make denim products such as jeans out of recycled ocean plastics. Other companies specify in transforming clothing waste into completely different materials for other uses. Nikegrind is ran by Nike and accepts donations of used athletic shoes (which don’t have to be Nike brand) to be shredded and ground up into the material for synthetic surfaces such as gym flooring and outdoor field turf. Fabscrap collects and recycles scrap fabric pieces in NYC to be made into new materials such as storege carpeting and insulation. Similarly, The New Denim Project, collects scrap pieces of denim to be recycled into new denim textiles which can be reused for clothing or furniture. Finding ways to use the existing materials around us, even what is sometimes perceived as waste, is the key to prioritizing the natural environment within design, as we need to try to achieve a closed-loop system, where the least possible to no resources and materials are wasted. There is an excess of material waste in existence and companies need to design with the environment as a priority in order to not further damage our natural world. In our modern world, it is crucial that the creators of products reconsider the use, life, and afterlife of products in an environmental context, corporations, brands, and designers must regulate their supply chains, use media as a platform to educate and advocate, while making an effort to develop new methods of recycling and material reuse, and ultimately limit production growth.
- Posted by SecurityPro
- On November 5, 2019
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