The Bright New Sustainables
So, you probably already know about Stella McCartney’s commitment to totally green fashion – but what about the new crop of creatives using sustainable methods to build a more eco-friendly fashion industry? Continuing on from last year’s celebration of the Bright New Things in sustainable fashion, we’re exploring the materiality of our clothes through this year’s Brights – eight designers who champion innovative ways to create eye-catching, covetable yet responsibly made collections.
VYAYAMA: The story of sustainably crafted viscosE
See the wood for the trees
“Here’s the thing: we think VYAYAMA (pronounced ‘vai-ah’mah’) is wonderful not just because of its ethical standards, but because it mashes together yoga and fashion for some seriously covetable activewear. Founded by New Yorker Rachel Bauer, all of VYAYAMA’s designs are made from TENCEL®, a form of viscose created from sustainably farmed eucalyptus that is smooth, slimming and supportive. You won’t find these fabrics and eye-catching prints anywhere else (especially in the fitness arena), plus the quality is top notch.”
The problems solved by VYAYAMA
As many as 100 million trees a year are used to manufacture pulp to create textiles, endangering some of our most important and ancient forests.
The solution provided by VYAYAMA
Viscose made from fully traceable Forest Stewardship Council (FSC) certified wood pulp protects some of our most valuable ecosystems from being destroyed. Tencel is a particularly sustainable alternative to conventional viscose, using certified pulp and a closed-loop production process.
Discover more at selfridges.com/materialworld
Available in The Studios on 3 at Selfridges & Co, London
Text and photos by Selfridges & Co