Denim is leading the greater industry forward when it comes to sustainability.
Denim scrutiny has led the sector to "innovate faster," with hope to inspire the rest of the fashion industry in its sustainability journey.
And that may be because, as one of the most polluting categories, denim has been most closely watched for its adverse impacts.
To date, much of the innovation has been to curb traditional reliance on virgin cotton, harmful chemicals and dyes, and excessive water use — which experts cite as anywhere from 500 to 1,800 gallons — to make a single pair of jeans.
Along this road to cleaning up denim, the industry has stood out for its ability to innovate, cooperate and mobilize data while still leaning into its heritage.
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@BrandonMaxwell talked to WWD about family, clients, Gaga and priorities as his brand marks its fifth anniversary.
Most of us have a sliding scale of priorities, and Maxwell is no different. Taking care of his staff has been his top goal during COVID-19. But this season marks his company’s fifth anniversary, and he determined early on that, in this difficult business, even a young milestone is worth noting.
He wanted to celebrate, even after quarantine rendered a runway show impossible. His approach: two capsule collections, launching this week exclusively on the brand’s e-commerce site. The denim-based Anniversary Collection makes its debut tonight. He’s been working with denim for a while and now, “I wanted to just go full-on with it,” he says. Later in the week, he will present The Classics Collection II, a redux of five looks from his first two collections, spring and fall 2016: “Our customer loved them so much.”
For Maxwell, life is all about love, and if some people think he sounds “cheesy” and like a “live, laugh, love bumper sticker,” so be it. The important people are the ones who’ve been there all along. “I’m just going to stick close to those people who really do love me,” Maxwell says, “and I’m going to live my life for them.”
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Report: Bridget Foley
Is slow fashion the new luxury?
For years, the industry has pushed mass production and consumption at a clip so rapid that quick-turn, quick-churn fashion is now falling out of favor and making way for its more measured counterpart. COVID-19 has helped accelerate this redefinition of fashion — both luxury and at other price points — as clothing crafted with sustainability at the fore.
As defined, slow fashion is a movement toward thoughtful design, creation and consumption. It prioritizes product quality and longevity; considers minimizing waste of all kinds and maximizing social impact. It advocates for pumping the brakes on production for the sake of it, which, without an accurate sense of demand, often means more fodder for landfill.
In practice, slow fashion looks like what brand @aguabyaguabendita is doing.
“We found that collections were not living in the stores for long before they were on sale, and we didn't find that sustainable,” Isabella Behrens, one of the brand’s creative directors, told WWD.
The aim is to have more time to create, a notion that has, in some cases, fallen by the wayside in fashion, luxury and otherwise, with a “more-faster” model in its place. And at Agua, the creation process is an intricate one.
Here, is a piece from Agua by Agua Bendita's resort 2021 "Wallflowers Collection.”
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