GREEN IS THE NEW BLACK
Pepe Jeans London
Over at Replay on Carnaby Street, its Ice Blast eco- friendly wash jeans are made with a low environmental impact treatment with ice crystals, which preserve the brightness of the colours and save 80% of the water typically used in traditional treatments. Less waste leaves a better taste, and on Berwick Street, Nudie Jeans ’ popular Soho ‘Repair Shop’ aims to give new life to old denim. With its 100% organic denim collection, the Swedish brand is also setting the standard in socially responsible jeans. It’s not just clothes in Carnaby that are getting hip to the sustainability tip, as the Newburgh Quarter's Joy Everley Fine Jewellers has designed a collection of ecologically sustainable engagement rings made from 100% recycled materials. Each ring features a beautiful recycled diamond taken from a vintage treasure. It’s time to respect Mother Nature and make a difference in restoring and protecting our world, and where better to start than in Carnaby?
Columbia Sportswear
Oi Polloi
Sustainable fashion is the way forward, and being conscious about how we buy and what we wear is the new style savvy. Recycling, upcycling, reusing, repairing, customising and even wearing biodegradable fabrics, organic fibres and clothing made from recycled plastic salvaged from the ocean is what it’s now all about. Carnaby is full of brands doing their best for the environment, and now’s your chance to get involved. Columbia Sportswear is Carnaby Street’s latest edition, with the 80-year-old US brand’s new European flagship shop housing its brilliant technical outdoor gear such as the OutDry Ex Eco Jacket, made out of 100% recycled fabric, including 21 plastic bottles. At Oi Polloi on Marshall Street, the forward-thinking brand Satta, which means ‘existence' or 'being’, focuses on small-scale production and uses eco-friendly fabrics like hemp. Compared to cotton, hemp is stronger, uses less water and improves the soil it's grown in. Another firm- favourite label in the store is Patagonia and its P-6 Logo Responsibili-Tee made from 100% recycled cotton and polyester. Back on Carnaby Street and Pepe Jeans London is bringing the sustainable factor to its denim with its ‘Wiser Wash’ process, an eco-revolutionary washing technology that uses zero toxic chemicals, with no water waste. It’s part of the denim giant’s responsible innovation programme called TRU-BLU.
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