Vivienne Westwood &Co, when fashion becomes eco-friendly

Global warming, Climate change, sustainability: with high chances, these are terms that definitely ring a bell to everyone, as they literally clog our Facebook news feed on a daily basis.

 

There’s so much to do and yet only few things are substantially changing, and we’re glad to say that fashion is among these.

In fact, fashion is recently raising its voice claiming more sustainable ethics, choosing eco-friendly solutions in order to overcome global warm and wastes, and playing a crucial role in saving the environment.

 



So far, we’ve seen some rather bold activist slogans, as well as a form of cyber-activism on social media made both by models and designers who aim to make the consumer feel more aware of the fact that everything that he/she buys has a cost in term of impact on the entire planet.

 

It’s actually been proven that the fashion industry has the power to make a concrete difference, in our society and therefore in our politics, and this explains why, especially in the last period, more and more stylists are coming out of the shadows, choosing environmentally-friendly so to fight against climate change.

 

And yet, there’s one voice which, more than any other else, manages to raise louder and louder: naturally, I’m talking about Vivienne Westwood, who is seen by many as the real pioneer of what is now concretely become a “movement”.

 

Fashion designer and punk guru, we could doubtlessly say that she’s always been in the front row not only during many fashion shows but also when it comes to ecology and sustainability.

 

Since years indeed, she keeps fighting against the so-called idea of the “Fast-Fashion”: a term that refers to a practice broadly adopted by some fashion industries that produce clothes in an inhumanly short period of time. These clothes are then thrown away once the trend is “gone”, causing an alarming pressure on sewers, designers and the entire staff and increasing, at the same time, the level of pollution on the planet.

 

Madame Vivienne Westwood, who has always been a great activist, has started off her battle during the punk-era launching some provocative t-shirts, and nowadays, despite her age -yes, in case you didn’t know she’s 78-, she stands out promoting the Ethical Fashion Initiative (EFI).

 

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This initiative not only provides jobs for the population of Kenya (choosing women as the 62% of the workforce) but most importantly, everything was created using recycled material.

 

And she’s not the only fashion-activist.

 

Following her footsteps, also Stella McCartney has become a convinced activist creating a completely fur and leather-free business, which states:

 

“As a vegetarian brand, we believe in treating animals and their habitats with respect. We promote a cruelty-free ethos and continue to innovate ways of creating sustainable materials.”

 

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Perhaps, one of the most interesting fashion-sustainable brands is surely the 2012 born, Tentree.

 

This idea, created by Kalen Emsley and David Luba has surely blown us away: they created, for example an environmental-friendly backpack made from eco-fabrics. And there’s much more: the brand’s main goal is to plant 10 trees for every item purchased.

 

So far, they’ve planted more than 29 million trees around the world.

 

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