Over recent years, 'eco-fashion', or 'sustainable fashion', has grown into a style rather than just a trend. Larger international companies and fashion designers, such as H&M, Timberland and Stella McCartney, have invested in this 5 billion dollar industry by releasing eco-fashion collections and encouraging buyers to turn their wardrobes green. Today we see more events driving eco-fashion, such as Vancouver Eco-Fashion Week, and a growing number institutions training their designers to work with organic materials and adopt zero-waste approaches to their production. I think it is safe to say that the fashion industry at large is working harder to cultivate a culture of sustainability rooted in the conviction of consumers to live, create and shop with a conscience.
Don't get me wrong, this does not mean that our fashion industry is without fault. Clothing and textiles still represent one of the highest polluting industries in the world. Cheap materials such as polyester, elastane and lycra remain the industry's 'miracle' fabrics. What a lot of people don't know is that the synthetic fibers that make up theses fabrics are produced from petro-chemicals, creating more pollution in the manufacturing process and taking several decades to decompose. Then we have to consider the stiff competition that drives manufacturers to source cheap production methods. Most often than not, this is taken offshore to millions of child labourers living and working under poor conditions.
Let's look on the bright side again though - at least we have designers out there that are championing eco-fashion and making it their duty to create awareness and educate the public about the importance of ethical fashion. Pure Pod is one of those design labels that has become synonymous with ethical and sustainable approaches to fashion. Established in 2007 by ex-CIT graduate Kelli Donovan and her pillar of support, husband Sean Watson, Pure Pod has taken the Australian eco-fashion industry by storm. Pure Pod recently showcased their pieces at FashFest in Canberra, adding another honour/acclaim to their long list of achievements. Some of these achievements include being a finalist in the 2011 FGI Sustainable Business Awards, and being one of only 7 Australian fashion designers to showcase their collections in New York as part of the Australian governments 'G’Day USA' promotion. More recently, in October 2012, Pure Pod was accepted by the Ethical Fashion Forum in the UK to be a part of their 'Fellowship 500' sustainable fashion collective; and was also selected to show at the 2012 Asia Essential Textile Fair in Hong Kong. Breaking news has revealed that Pure Pod will be heading off to participate in the Vancouver Fashion week this October - stop being so amazing Pure Pod, please! (Actually, don't stop).
Some of the wonderful things about Pure Pod garments is they are made ethically in Australia and with beautiful-quality fabrics. These fabrics include merino wool, soya bean, bamboo, organic cotton, hand-woven organic denim dyed in natural indigo, hemp, silk, veggie & herb-dyed organic cottons & linen. Kelli has received loads of positive feedback from customers praising the beautiful feel of the soft, organic fabric against their skin. Kelli believes that because our skin is our biggest organ in our body, putting plastics and other synthetic fabrics against them does not make sense.
There is no denying that Pure Pod has a very bright and a very 'green' future ahead. We are very proud to have Pure Pod participate in the inaugural Hustle&Scout, as we share similar beliefs on the importance of giving people greater access to quality designed fashion, particularly in Canberra. The tight trio, Kelli, Sean and daughter Ruby are currently living in Canberra, but have a number of overseas ventures lined up. So! Make sure you catch them at Hustle&Scout next week before they jet-off...rumour has it that this market may be their opportunity to launch the latest collection!
No comments :
Post a Comment