Featuring the fashion industry’s efforts in protecting the Earth’s future
As the world continues to navigate through the current state of Covid-19, there has never been a better or more necessary time to reflect on the ways we can better protect the Earth’s future. With the celebration of World Earth Day being embraced all over the globe, presenting an opportunity for brands and consumers to reevaluate their relationship with the environment. It’s a topic that is clearly important to us as people inhabiting
Earth thus August Man Malaysia would like to highlight a number of brands for their efforts in making our world a better and greener place
THE LEGACY FOOTWEAR BRAND TIMBERLAND HAVE ALWAYS BEEN VOCAL ABOUT THEIR SUPPORT FOR SUSTAINABILITY AND THE ENVIRONMENT THROUGH THEIR “NATURE NEEDS HEROES” CAMPAIGN LAST YEAR, PLEDGING TO PLANT 50 MILLION TREES AROUND THE WORLD IN THE NEXT FIVE YEARS.
TIMBERLAND X BILLIONAIRE BOYS CLUB
From high fashion to fast fashion, sustainability is the top of mind for pretty much all players in fashion today. The legacy footwear brand Timberland have always been vocal about their support for sustainability and the environment through their “Nature Needs Heroes” campaign last year, pledging to plant 50 million trees around the world in the next five years. However, this year they have demonstrated their support through their recent collaboration with Billionaire Boys Club, owned by pop/ R&B singer, Pharrell Williams.
Though both companies have been working together since 2012, this is the first time ever they’ve deviated from the 6-inch boot̶known as their standard synergetic centerpiece. Instead the two partners have presented a full capsule of hiking-inspired gears, marking their seventh collaborative release together. The latest design delivers unmatched performance and pushes the boundaries of traditional hikers into a fresh space for a new generation of nature lovers (literally). With its eco-innovation and technical prowess, the new collection celebrates the brands’ core belief that a greener future is a better future. Pharrell Williams’ Bee Line label taps into Timberland’s curated selection of progressive hikers, vibrant apparel and classic headwear. Each piece is meticulously crafted to respect the environment through eco-conscious design and responsibly-sourced materials. The label re-imagines the iconic footwear brand’s classic-inspired Garrison Trail hiking shoes in two silhouettes: a low sneaker and a mid waterproof hiker̶where both features Timberland’s proprietary ReBOTL fabric made with recycled plastic bottles, Better Leather, TimberGrip technology for superior traction and 3M reflective accents.
H&M
Spring is on the horizon, leaves are unfurling and flowers are popping up everywhere. A new season has given us a different perspective and a much-needed energy boost, not to mention the perfect opportunity for a wardrobe makeover. Forget the January overhauls as April is the ideal month for a contemporary look. While shopping for a whole new closet, sustainability and versatility are at the forefront of the consumer’s mind, now more than ever. Fortunately, H&M’s Spring 2021 collection is here to change the ‘buying consciously’ game to a whole new level.
The Swedish multinational company has invested wisely in sustainability practices, trialing natural fibers and kinder dyeing processes in their drive to use only 100% recycled or other sustainably sourced materials by 2030. Taking another bold step in its efforts by leading the change within the fashion industry by scaling new innovative materials such as Agraloop Biofibre̶which has increased in scope and amount used since it was first introduced in H&M’s Conscious Exclusive AW20. The sustainable fibre is made by transforming food crop waste such as oilseed hemp waste into a natural fibre, Agraloop Biofibre. With a wearable mix of sporty and the ‘90s minimalist elements, the key items play with volume and a touch of easy tailoring with pieces ranging from easy-to-wear dresses to denim trousers.
GUCCI
Having been in the industry since 1921, Gucci is definitely an influential, innovative and progressive luxury brand. Especially with Alessandro Michele being their creative director, the House has redefined luxury for the 21st century. With its eye-catching catwalks and unique designs, the Italian fashion house has always been trendy and on-point but with their new sustainable line dedicated to reducing the environmental impact, Gucci is committed to generate positive changes for people and for nature across their business.
Following the launch of Gucci Off The Grid in June 2019, their first environmentally-conscious collection heralded by the brand’s very own creative director. This year, the Italian luxury fashion house has expanded its sustainable fashion line to its Epilogue Collection with the addition of a new striking cobalt blue colour. Designed for eco-conscious consumers, the collection uses an array of recycled, organic, bio-based and sustainably sourced materials̶including ECONYL, a regenerated nylon made from an eclectic mix of discarded fishing nets, carpets and other scraps. The collection consists of genderless sneakers, bags and accessories̶these versatile pieces are made to ensure a positive never-ending cycle. The conspicuous colour is the distinguishing feature of this new selection; the nylon material in this hue, made from ECONYL is decorated with the iconic GGs and comes with black trim. The Off The Grid collection also demonstrates how Gucci’s circularity aims to use less brand new raw materials and reduce waste by putting it back into the production process.
DESIGNED FOR ECO-CONSCIOUS CONSUMERS, THE COLLECTION USES AN ARRAY OF RECYCLED, ORGANIC, BIO-BASED AND SUSTAINABLY SOURCED MATERIALS.
ACCORDING TO LOEWE, THIS COLLECTION DEVISED FOR DIVING INTO NATURE WITH A SENSE OF RESPECT FOR MOTHER NATURE—BY FOCUSING ON BOTH RECYCLING AND UPCYCLING
LOEWE
Loewe is one of the world’s major luxury houses, founded in 1846 in Spain under the creative direction of Jonathan Anderson. Belonging to the LVMH group since 1997, the leading brand of luxury leather that has been dubbed the “masters of leather”̶having started as a leather craftsman association in downtown Madrid. Being in the game for a long time, it comes as no surprise that the Spanish luxury fashion house is yet again playing its part in giving back to the environment.
Loewe launched its fifth season for their sub-label, Eye/LOEWE/ Nature with the main focus of the collection being environmental responsibility. The thinking behind such a choice is circular̶ taking its new lineup to the desert, demonstrating the versatility of its new organic and upcycled wearables. According to the brand, it is a collection devised for diving into nature with a sense of respect for Mother Nature̶by focusing on both recycling and upcycling, with the final goal of being as sustainable as they can. Reusing and repurposing what has already had a life is not only a way to produce and cause less harm, but also a way to reassess craft, which perfectly represents LOEWE. The Spanish luxury fashion house has even promised to donate 15 euros to “A CASA for birds”: a project aimed at creating semi-natural habitats for wildlife species in danger of extinction, for every product sold.