"Fashion of garbage is fashion" ... Fashion brand worries up cycling
Consumer demands for sustainable growth are continuing to fulfill corporate social responsibility and environmental problems are serious nowadays. Among them, the global fashion industry is also launching products for various long-term eco-friendly and up-cycling strategies and various campaigns and marketing.
#Adidas
Sports brand Adidas has partnered with Parley for the Oceans, a marine environment protection organization in 2015, and launched its own running shoes and soccer jerseys in November 2016 through research into materials using marine plastic waste. These products, along with the symbol of using abandoned plastics as a material on the beach, were unmatched and unmatched in design and were soon released. Currently, Adidas is gradually expanding its parley line into all categories such as running, soccer, outdoor and original. In the future, it is said that the final goal is not to use virgin plastic (petroleum-based plastic) at all when producing clothing and footwear.
# Private
Freitag, an up-cycling professional brand founded in 1993 in Zurich, Switzerland, is a fashion company that makes fashion items made of tarpaulins, car safety belts, and rubber tubes for bicycles. All of Freitag's products are handcrafted individually and are popular worldwide with casual yet sophisticated designs. Most products are manufactured using waterproof fabrics that have been used for more than five years. Although it is known to cost more than customizing new waterproof fabrics, PrivateTakman maintains this management approach because it is the upcycle brand value that consumers buy.
# H & M
H & M recognized the fact that fast fashion adds pollution to the environment and introduced an eco-friendly fashion line called the Conscious Exclusive Collection, which only uses sustainable materials and recycled materials from 2012 onwards. The Conscious Exclusive Collection is a line of high-end fashion utilizing sustainable materials such as recycled and organic cotton. This year, we launched a variety of high-end clothing including candle-lit accessory, netting, and nylon waste.
# Recode
Korean fashion company Kolon Industries FnC has launched the up-cycling fashion brand 'Rakes', which makes clothes that are discarded as carry-over items in 2012 as completely new clothes and fashion accessories. It is characterized by the fact that all products are produced in small quantities because they are disassembled and assembled. Record not only collaborates with famous designers at home and abroad but recently launched a clothing rental service. The aim is to share the culture of consumers with the fashion that makes the circulation for nature and proposes valuable consumption.
A related person in the fashion industry said, "Up-cycling products that have been abandoned in the past have been launched regularly, but there was a lot of awareness that design and quality in terms of lacking technology and cost were not as good as general products. "We are getting much more appraisal about quality and design for up-cycling products as well as the value of general products."