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    The North Face & Wabi Sabi want you to buy into sustainability

    The North Face wants to figure out how to make sustainably made clothing that people will actually buy. 

    the noth face backyard project

    Local sourcing and craftsmanship has been shown to resonate with consumers, particularly when it comes to food. Consumers are willing to pay more for organic food because of health and environmental concerns. However,  this is NOT YET the case for most consumers when it comes to clothing. Adam Mott, director of sustainability at The North Face know this and has launched the Backyard Project to try to create sustainably made clothing that consumers will care about.The North Face decided to create a hoodie as  part of its Backyard Project, part of the company’s effort to work closely with the US textile industry, from farmers to factories, to use sustainably grown materials and reduce waste. The big question:  Could they produce a product from start to finish working only within a 150-mile radius of their San Francisco headquarters? Did they do it? Almost.

    Although consumers say they care about sustainability, it’s not always a priority when they shop for clothes.  Instead, consumers buy clothes based on aesthetics, price and performance. We think consumers are right in the way they make this decision. Clothing is not about sustainability.  Clothing is about functionality and looks, and all purchasing decisions, whatever they may be, are based on price ( How much can I spend? How much do I want to spend on this? Is it worth it to me to spend $ on this instead of on something else? If I buy this cheap then I can also afford that? Am I willing to spend more to buy this high quality item that I feel is worth the price tag? ....) .

    So how does sustainability fit in and why is it so important in the textile industry?

    At Wabi Sabi our firm belief that what you put on your skin is just as important as what you eat leads us to use organic materials and incorporate sustainability as a fundamental part of creating high quality fashion.  We are not on a mision to change consumers´ buying habits or decision making process. Instead we inform consumers, just as the food industry has done, about the importance that clean soil, clean water, materials free of toxic chemicals and non polluting production processes have on our personal health and wellness. Those same health and environmental concerns that lead consumers to buy organic produce should lead consumers to buy bio cosmetics, household products and sustainable fashion. Most importantly as a brand we offer consumers a stylish alternative to wear that encompases all of these values. 

    No one should buy bad tasting food or ugly clothes just because they are sustainable

    We don´t aim to sell sustainabillity or to talk people into buy clothes because they are sustainability. Yes sustainability is one of our core value. Yes we make our clothes with certified organic fabrics, but Wabi Sabi is first and foremost is about fashion and great design:

    We create clothing this is aesthetically beautiful, designed for excellent performance and perfect fit at a reasonable price point that will make our customers look and feel wonderful everytime they wear one of our garments.  

    Through sustainability it is possible to have great clothes that also help us live healthier and happier. We won´t settle for anything less for ourselves. Why should our customers? 

     Learn more about Sustainable fashion and Wabi Sabi Eco Fashion Concept.


    Find out more about The North Face hoodie and the Backyard Project

     

    Can Elastane be eco friendly?

    At Wabi Sabi we pride ourselves in creating high quality garment with a special attention to excellent fit. We pay special attention to pattern making and we use only the finest 100% certified organic fabrics. This allows our customers to look amazing in our dresses, whatever their size and body shape may be, and also to feel comfortable in the garments as well as enjoy the soft,luxurious feel of our fabrics on their skin. 

    We use mostly fabrics that contain Organic Cotton and Tencel as well as a little bit of Elastane. Why elastane? That little bit of elastane is essential for confort in movement and for the adaptablility of the fabric. When you bend you arms the fabric must bend along with you. When you sit down, the fabric must adapt to the sitting position and not stretch out so that it bulges when you stand back up. These are important details that are essential to creating a quality product, but how eco friendly is elastane really?

    Eco friendly elastane by Hyosung

    Hyosung is a South Korea based company renowned as the largest spandex producer in the world. The company produces Creora, an eco-friendly elastane especially designed to reduce water usage.

    Recognizing that more and more consumers look for products that do not have a negative impact on the environment, they are dedicated to finding new ways to meet the needs of their customers. We are so happy to see the textile industry pick up on this and create more and more options for eco fashion brands to offer high quality, functional and sustainable products to our customers. Yeah!

    Behind The Scenes @ Wabi Sabi Eco Fashion Concept: Who makes our clothes?

    Eventhough Fashion Revolution Day has passed transparency in manufacturing is as important today as it was back on April 24th. At Wabi Sabi we are proud to produce our eco friendly women´s contemporary dress collection in a local atelier. This allows us not only to have strict controls and a hands on approach to manufacturing, but also to gives us the pleasure to develop a wonderful relationship with the women who make our clothes.

    This is Isabel. Isabel is an excellent seamstresses as well as a mom, grandmom, wife, sister, and friend to many. When not working she loves to travel. She has an incredible work ethic and great attention to detail. Isabel is one of the women that we are proud to have creating garments for Wabi Sabi Eco Fashion Concept.

    Sign- up for our newsletter to receive more Behind the scenes posts from us at Wabi Sabi EcoFashion Concept. 

    Pharrell Williams: Eco Fashion Brand Ambassador ...and music icon

    Rap and Hip Hop star Pharrell Williams is an eco-fashion kind of guy

    Bionic Yarn owned by Pharrell Williams colaborated with G-Star brand

    Pharrell Williams is known for his music, Hip Hop and Rap.  He was also a judge on seventh season of the hit American reality talent show The Voice.  While the list of music an media accomplishments goes on and on, Pharrell is hitting the news for another reason. No, it not a juicy scandal (although I might just not be informed of that). Sorry to disappoint, hahaha. 

    Pharrell is a spokesman for the eco fashion movement.  Slow fashion, sustainable fashion, eco-friendly recycled plastic, and ocean conservation are among the list of things that he happily (sorry, I had to do it)  talks about. 

    Pharrell Williams is the creative director of,  Bionic Yarn , a company that recycles  ocean trash into denim and makes fabric from recycled plastic bottles. Bionic Yarn, can be woven into a tough, water-repellant material that looks like traditional cotton canvas but dries quicker and is twice as abrasion-resistant. It is a highly durable fiber composed of organic cotton wrapped around a core of recycled PET, a plastic commonly used for the production of soda bottles. So your might wear a bottle of coca-cola or mineral water you drank 5 years ago.  Both cool and at the same time a little weird, G-Star, Moncler, Burton and Timberland have all created products from this potent  material:

     

    Pharrell´s  partnership with G-Star:

    A line of denim called “RAW for the Oceans,” was designed featuring jeans made from recycled plastic that is reclaimed from the ocean. The collection was scheduled to hit G-Star stores August 2014.

    Check out the video presentation of this project:

     

    His commitment to eco fashion goes to back to 2010, when Pharrell teamed up with Franco-Italian activewear label Moncler to launch a special-edition collection of men’s jackets made entirely from Bionic Yarn fabric.

    He teamed with Timberland to create the company´s  Bionic Canvas collection.

    Who Makes our Clothes: Handprints the video

    Handprints, a video reflection about the people who make our clothes

     As Fashion Revolution Day nears we think it is important to start reflecting about where, how and by whom our clothes are made. Who stitched you favorite T-shirt? Who cut the fabric for your favorite lbd?  


    If our clothes could talk, image everything they would tell us about  far away places, cultures, sounds, sights, smells, colors, and the people involved.

    You wear garments that form part of the life story of the people who make them.

    The film is the result of a collaboration between filmaker Mary Nighy and  Eco-Age . The actress and model Elettra Wiedemann, who shows her support for eco and ethical fashion, stars in the film.