Buy less! Buy better! Repair! Rent! Repent. Fashion bellows all sorts of contradictions in response to the world’s ever-changing problems. Much has been mooted about the rejuvenating principles of a circular economy, yet the challenge for fashion – something fuelled by whimsy, quick changes in mood – is understanding how clothes being made today can be repurposed for the future.
Is the notion of a sustainable fashion brand an oxymoron? Marlot te Kiefte, CEO of the rebooted 1960s fashion boutique Granny Takes A Trip comments: ‘Everyone claims to care about sustainability but not everyone is willing to take the next step and say, “OK. Fine. I'm going to change how I work.”’
