Techstyler X BOTTLETOP: Grown Materials for Fashion – Past, Present and Future

Growing materials to use in fashion products may be new to most, but the panellists of the Techstyler X Bottletop Speaker Series discussion on ‘Biomaterials and Biodesign: The Next Generation of Sustainable Materials’ have been working in this sector for several years and it is bearing interesting fruit.

Carole Collet, Professor in Design for Sustainable Futures and CSM-LVMH Director of Sustainable Innovation at Central Saint Martins, University of the Arts, London has spent a decade researching biomimicry, biofabrication and biodesign.  Her work gave rise to the MA Materials Futures course at CSM and will soon see the launch of the MA Biodesign degree at the same institution.  Education, ethics and robust frameworks for the future industrialisation of materials grown in living systems are what Carole sees as current imperatives for the responsible and safe development of this sector. In addition to her academic research, Professor Collet has recently supervised the PhD work of Amy Congdon, now a member or the Modern Meadow team, founded by biodesign pioneer Suzanne Lee.  

Image: Carole Collet: Biolace

When asked why the past two years have seen an explosion in biodesign and grown materials she stated that accessibility of ‘recipes’ and equipment, which are fairly rudimentary in the initial phases, have given rise to a surge in interest and experimentation by designers, usually with basic kitchen equipment in their own homes.  She goes on to say that designers remain ill equipped, however, to navigate and document their developments due to a biology and scientific process knowledge gap. The MA Biodesign course aims to fill this gap.

Ex-Adidas designer, Jen Keane, just completed her MA Material Futures degree, during which time she grew a nanocellulose trainer upper, using a hybrid of manually warped threads with a weft grown by bacteria.  Essentially, the process of growing a material requires a sterile environment, into which a living organism (bacteria from Kombucha, for example) and a sugar and water solution is introduced.  The organism then creates the material – in the case of Jen’s material, the nanocellulose weft. The resulting material has a papery feel, but once treated with oil it is smooth and flexible with a semi-translucent finish.  Jen spoke about the challenges in interpreting the biological building blocks of her experiments and controlling the easily contaminated environment (sterilised dishes) used to grow her materials. Household mould was her biggest challenge, but she managed to successfully develop samples in her kitchen and bathroom which she presented to the audience.  

Image: Jen Keane

Having recently visited Bolt Threads to see their synthetic spider silk developments and the scale of their operation, and armed with industry standard experience for materials approval at Adidas, she estimates that her material requires five more years of research and development before reaching commercial readiness.

Imparting a scientific voice and reasoning was Tom Meany, CEO of Cell-Free Tech and Director of Open Cell.bio – the new lab and workspace initiative that supports designers and scientists to rapid test and prototype in lab facilities, usually the preserve of industry or established educational institutions.  Tearing down barriers to entry by allowing quick experimentation, Open Cell residents include Chip[s] Board, who are turning potato waste into an MDF-equivalent material that is 100% biodegradable and sustainable from an as yet un-exploited waste stream.  In addition to the bio-lab space, there is a Maker Space and shipping container space available for residents to set up their own dedicated small-scale labs or production facilities – as the Chip[s] Board team (comprised of two designers and a biochemist) have.

Image: Open Cell.bio

Tom warned against hype-driven new or prospective materials which create ‘Instagram attention’ but are founded on shaky or unproven science.  He points to a danger that this can create unrealistic expectations on those trying to genuinely move the industry forward. The discussion turned to fashion’s propensity for storytelling to sell products, which may lead to style over substance where science is concerned.

While materials grown from living systems offer clean and efficient alternatives to currently polluting material production methods, Professor Collet warned that they currently have severe limitations in terms of cost effectiveness, performance and scalability.  She warned against viewing materials grown from living systems as “saviours” for our urgent sustainability and environmental woes. Using newly created Mylo ‘leather’ from mycelium as an example, she said that we do not know how this leather equivalent will look and perform throughout its life – it may not be a durable long-term replacement for existing leathers.  Additional research and development into biodesign and biofabrication and materials from living systems cannot be rushed, she concluded.

To hear the full panel discussion, listen to the podcast here.

The next talk in the Techstyler X Bottletop Speaker Series with be held at the Bottletop store in November, entitled ‘Sustainability Driven by New Technologies: Reducing Waste using 3D Design and Mixed Reality’.

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Techstyler X BOTTLETOP: Sustainable Materials for Design

Much is said about ‘sustainable materials’ in apparel and product design, but what makes a material sustainable? How can brands adopt sustainable materials without compromising on aesthetics and function? Why is adopting sustainable materials crucial to both the future of the design industries and commercial success of brands?  These questions formed the basis of the first in a series of panel discussions led by Techstyler in partnership with Bottletop, hosted at their flagship store in London’s Regent street. 

An inherently sustainable brand, Bottletop not only repurposes the tabs on aluminium cans to create its products, but uses only reclaimed and recycled materials in its flagship store interior, making it a fitting home for this speaker series unpacking a range of themes on fashion innovation, beginning with sustainable materials for design.  

Speaking to an audience spanning multiple industries, including fashion, furniture and interior design, the panel addressed common misconceptions around sustainable materials and highlighted opportunities for designers and businesses in adopting sustainable materials and practices.

Key takeaways from the event included insights from Oya Barlas Bingul on Lenzing’s Circular fibre, ‘Refibra’, which is created from 50% cotton off-cuts (pre-consumer waste) and 50% Tencel, creating a 100% virgin fibre that can be recycled in a circular manner using Lenzing’s closed loop process, which does not use harmful solvents and creates no toxic byproducts. 

Qiulae Wong enlightened the audience on brand opportunities and adoption of sustainable practices and materials.  She explained that sustainability efforts are unique to each brand and depend on the products being created, so there is no blueprint for becoming a ‘sustainable’ brand.  In doing so, she highlighted that the desire to become ‘sustainable’ but the confusing nature of ‘sustainability’ (does it mean using organic materials, or is it related to carbon footprint generated by the supply chain, for example) means many brands feel overwhelmed and don’t know where to start. 

To this end, Common Objective, where Qiulae is the Production and Marketing Manager, helps brands to assess their business on all levels and identify realistic changes they can make to become more sustainable.  This may mean a brand switching the raw materials of their best selling product to the most sustainable materials available, thereby maximising the positive impact in a targeted and manageable way.

Ronan Hayes is the Co-founder of Reflow, which creates sustainable materials for 3D printing from local waste streams, namely PET plastic bottles.  Ronan shared insights on how 3D printing was initially enthusiastically adopted by engineers and is now in widespread use by artists and designers.  As a result, there is now an appetite not just for the original PLA and ABS plastic filaments, but malleable filaments that 3D print soft, moveable objects.  These new filaments are being used to 3D print clothing and Ronan sees opportunities opening up to feed a wider range of polymer waste materials into the filament making process.  Interestingly, he also explained that Reflow are being approached by global brands to create 3D printing filaments from the brands’ single-use plastic waste and then utilise this filament within the business in place of other materials, thereby contributing towards the overall sustainability of the brand.

In defining sustainability, the panel discussed how everything we do as designers and brands creating products utilises resources (electricity, water, raw materials like cotton etc.) and therefore has an impact.  Being sustainable means minimising that impact and extending the life of materials and products or, better still, recycling them.  But how do brands quantify and qualify their sustainability?  How can sustainability be measured?  How can consumers understand which brands are more sustainable than others?

During the Q&A a question was posed by an audience member who had seen Primark on a ‘top sustainable brands’ list as one of the most sustainable brands in the UK.  A Google search didn’t unearth said list, but it did demonstrate very clearly that there is no benchmark or framework for declaring a brand as ‘sustainable’.  Sustainability is broadly used as a marketing and storytelling tool by brands spanning small artisan labels who cite ethical processes as their key pillar of sustainability, to high street giants who create one-off products or small ranges of products with enhanced sustainability credentials (made from recycled cotton, for example).  The reality that brands must start somewhere means it’s hard to criticise any efforts being made, however the greater effort would ideally come from the brands having the most negative environmental and social impact.

In terms of measuring a brand’s sustainability, unfortunately, as yet, there is no industry standard.  This is not to say there are not tools available  that assess sustainability of fashion companies. The Higg Index is one such tool.  It is, however, completely voluntary, self-reported and unverified externally, making it inherently subjective and therefore difficult to apply to the industry as a whole.  

For more insights on sustainable materials for design, listen to the full panel discussion and Q&A on our podcast.

The next panel discussion in this series, ‘Biomaterials and Biodesign – The Next Generation of Sustainable Materials’ takes place on October 8th at the Bottletop Store.  Tickets available here.

Burberry’s Definition of Luxury in Flames in the Face of Millenial Discord

With Sustainability at the top of the fashion agenda in an increasingly discerning and judgemental public domain, the news that Hermes and Burberry are burning their bags (and all manner of other products) to protect brand image and keep their products out of the hands of ‘undesirables’, smacks of luxury fashion trying desperately to maintain a veneer of exclusivity and aspiration in a resolutely democratic and accessible digital age. Brands such as Burberry and Hermes have luxury at their core, but what does luxury mean? What has it meant historically? The average consumer is now familiar with the environmental issues caused by clothing production and our over use of plastic (recently highlighted during World Oceans Day, which gained vast media coverage) and the strain such production puts on our planet’s resources. Therefore, burning in excess of 30 million US dollars worth of product due to brand image vanity appears incredibly ugly, conjuring up images of anything but luxury. If luxury used to mean a product so painstakingly crafted from rare and expensive materials it was prohibitively expensive and the domain of the highest brands only, the explosion of new technologies for producing materials and products more quickly and cheaply along with the surge in numbers of the middle class in China, a majority consumer of Burberry goods globally, notions of luxury are changing.
 Artisan embroidery at Burberry Makers House exhibition –  Image: Techstyler

Millennial and Generation Z consumption patterns demonstrate that the next generations of customers overwhelmingly define luxury as linked to life experiences – events and opportunities that they can share on social media and that contribute to and celebrate their lifestyle choices. Witness the rise of sportswear brands – especially those nailing the ‘athleisure’ category – and fashion brands borrowing from streetwear. Business Insider’s recent survey of the favourite brands of 15,000 millenials revealed no luxury goods brands in the top twenty. At position one was Apple, with Nike at 2 and Amazon at 5. Samsung, Sony, Microsoft and Google were all in the top 10. Millenials and Generation Z’ers consume digitally and live online. All the more confusing that luxury brands including Chanel and Celine refused to sell some or all of their products online until last year.  Chanel maintains it will not sell their ready-to-wear collections online ‘any time soon’. So whilst this news of Burberry and, back in 2012, Hermes destroying resource-devouring products to the further detriment of the planet is a sustainability issue, the notion of brand image and exclusivity are at the heart of this wasteful practice. If or when ‘luxury’ brands shift their notion of luxury to focus on the next generation of consumers’ definition and desires in terms of what they deem to be luxurious, this practice of destruction will be less-linked to perceived brand value, at least.
 Burberry samples presented at their Makers House exhibition –  Image: Techstyler Fast fashion usually bears the brunt of this scrutiny and ‘luxury’ brands have historically hidden such practices well, until such destruction of valuable goods in increasingly challenging economic times surfaced, following a severe downturn in Burberry profits.  The practice of burning product or tossing tonnes of samples into landfill is rife in fast fashion, it’s just less offensive when the product is not valued nearly as highly.  What’s just as offensive and ugly is the volume.  New technologies like 3D apparel design software CLO3D allow the realistic rendering of clothing without the need to manufacture a physical sample.  If brands want to find their next generation of consumer they need to modernise their point of view on design and luxury and make drastic changes to their practices to measure up.

Interestingly, up until around six years ago, Burberry used to sell such products at staff, family and friends sample sales. They stopped this practice when they found their samples for sale on eBay, which raised concerns over IP and brand value. There was talk that product samples that didn’t ‘make the cut’ should not represent the brand in the public domain. Maybe it makes more sense to remove the labels and allow people to use products that have cost us and our planet so dearly?

Header Image:  Burberry Makers House – Image: Techstyler

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Bethany Williams’ Fashion is Sustainable From The Core

Bethany Williams’s London Fashion Week Mens presentation was set in the Charing Cross Library, forming the foundation of her brand’s seasonal message in the community mainstay of the local library.  Free to all for intellectual enrichment regardless of background or beliefs, the library set the perfect tone for the presentation of the SS19 collection entitled “No Address Needed to Join”.

   

The presentation unravelled as stories within stories to a soundtrack of The Gingerbread man audiobook.  The brand’s social and sustainability story was visually expressed through garments that appeared to have been crafted from sheets of compressed book pulp, cut into strips then hand-woven.  Comprising of half a dozen looks representative of a materials re-appropriation design language, the textile-led designs mixed materials rich in text, texture and colour – exuberant and bold – as you would expect from a collection with such a strong social message.

   

A true team effort, Bethany’s collections rely upon co-operation and collaboration, which must involve vast planning, negotiations and partnership agreements.  Her business model goes way beyond simply ordering fabrics from suppliers and working with garment manufacturers to sample and produce her collections.  This season Bethany and her team worked with The Quaker Mobile Library, which makes literature available for borrowing to marginalised members of society who have no fixed abode (who are unable to register for public library services) and British publishing house Hachette UK.  She obtained waste materials from Clay’s book manufacturing facility in Suffolk and took it to San Patrignano in Italy and worked alongside the community there to weave fabrics mixed from the book waste, waste from San Patrignano itself and donated pre-production waste from textile mills in Italy.

   

On the garment construction side, Bethany has continued the previous season’s partnership with the London College of Fashion’s ‘Making for Change’ programme, which supports the training of women in Downview Prison. Women on the programme will be constructing the jersey pieces for production orders of the collection. The production focuses on working closely with innovative rehabilitation programmes including San Patrignano, Making For Change at HMP Downview and Manx Workshop for the disabled (button production), providing skills and meaningful employment.

   

Making up a considerable portion of the collection were oversized hand-knitted jumpsuits, sweaters and trousers created in collaboration with Wool and Gang’s Heal the Wool yarn (made from 100% recycled Peruvian wool fibre with 30% of the yarn price donated to Friends of the Earth.  Recycled wool was sourced from Kent for the hand embroidery on the knitwear pieces. All the sampling was hand-knitted by Bethany’s mother on the Isle of Man where she grew up. Yarns were also sourced from Chris Carney Collections, a recycling and sorting facility, where knitwear is washed and unravelled before being hand-knitting into pieces for the collection. The denim elements within the collection were also sourced in the same manner and unpicked before being reconstituted and hand-printed into new garments.

   What transpires from this overview of the extensive collaborations and partnerships Bethany Williams forges is that sustainability is impressively integrated and fundamental to her brand, not a token afterthought or a simple matter of ordering organic or recycled materials for use in the collection – it is the very foundation of her creativity and modus operandi while celebrating inclusion, social mobility and community. 

Here, fashion is a vehicle for good with her inspiring roster of collaborators for the creation of her collections and their delivery, which was achieved through a presentation in collaboration with social and environmental activists and TIH Models, a niche, socially engaged modelling agency exclusively featuring individuals in unique living conditions.

Of course working at a ‘grass-roots’ level reclaiming and re-appropriating materials from waste can make for difficulties in ensuring required quantities for production and potentially in consistency of material quality.  The manual nature of many of the processes may also be challenging to scale up for larger production quantities.  Both these factors mean this is not a business model that can scale easily, but maybe that’s not the point here.  Speaking of fashion as a vehicle for positivity and change, Bethany Williams states “we provide an alternative system for fashion production, as we believe fashion’s reflection upon the world can create positive change.”  Job done. 

As part of this season’s community commitment, Bethany is donating 20% of the profits from this collection to The Quaker Mobile Library.  Bethany Williams is available now at 50m, Ecclestone Yard, London.

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Hawaiian Shirt Symbolises Sustainability and Safeguarding of 100 Beaches

Strolling along Old Street yesterday, I came across a plastic waste installation created by Andy Billett for Corona x Parley for the Oceans to mark their ambitious sustainability collaboration.  Well known for their work with Adidas, Stella McCartney and other brands, the Parley team have pioneered the use of ocean waste transformed into synthetic yarns which are then reworked into textiles and products including apparel and footwear.  I then connected with the Parley and Corona teams and came to learn more about how for World Oceans Day they are reimagining and recreating the Hawaiian shirt out of ocean plastic and safeguarding 100 beaches.

In the lead up to World Oceans Day, Corona is using plastic from beaches to build sculptures in London, Melbourne, Santiago, Bogota, Santo Domingo and Lima. These installations serve as a representation of the issue with the local plastic seamlessly integrating into Corona’s paradise imagery. The “Wave of Waste” sculpture in Old Street, London, features Australian actor Chris Hemsworth surfing in a wave of plastic collected in the UK, including waste from Holywell beach collected by The Marine Conservation Society. It brings the total weight to 1,200kg of plastic, with over 10,000 individual pieces of plastic – representing the amount of marine plastic pollution found on the beach every two miles in the UK.

To mark World Oceans Day, Corona and Parley for the Oceans have created a symbolic Hawaiian shirt woven from recycled ocean plastic yarn, complete with plastic waste print design (toothbrushes morph into marine life, amongst waves) to drive home the issue of often unseen plastics infiltrating our oceans.

The team at Parley are known for their Parley For The Ocean drive and previous collaborations include Parley x Adidas swimwear, clothing and trainers.  This time around, they are working with Corona to go beyond product collaboration, on an initiative that seeks to protect 100 Islands around the world by 2020, spanning Mexico, Australia, Chile, Dominican Republic, Italy and the Maldives.  The initiative combines an educational drive to put in place preventative measures for plastic waste entering the oceans, collection of plastic waste from beaches and design and development to convert the recovered plastic into new products. ‘Avoid. Intercept. Redesign.’ is the overarching strategy.

With sustainability and materials waste an ever more important issue, it’s interesting to reflect on public perception of textiles that are natural, and often considered more environmentally sound, versus those which are synthetic.  This Hawaiian shirt is 100% polyester, created from plastic bottles which are made of a synthetic polymer that is structurally equivalent to polyester.  The bottles are broken into flakes, then turned into a liquid form which can then be extruded into filaments which are spun – the resulting yarn can then be woven or knitted into new products, like this Hawaiian shirt. By contrast, recycling natural fibres like cotton or linen is not nearly as simple or efficient, and currently does not yield sufficient quality yarn that can be remade into apparel and footwear.  In this sense, achieving sustainability with synthetics is currently more achievable, a fact that is often overlooked in the sustainability narrative between brands and consumers.  It will be interesting to see how this changes as consumers continue to seek more sustainable clothing options and request transparency over materials sources, manufacturing and environmental impact.

To know more about the polyester making process click here

To know more about the recycled yarn process take a look at Bionic Yarn

The limited-edition shirts can be purchased here and proceeds from each Corona Hawaiian shirt will go to Parley for the Oceans to help support its mission to protect our oceans.

Pioneering Collaboration Transforms Garments and Fashion Waste into Recyclable Materials

You would be hard-pressed to find a more frequently used buzz word in fashion than ‘sustainability’, right now.  Following its use, the obvious question is often, “but what do you mean by sustainable”.  Both a problem and a solution, sustainability runs a broad gamut including textile and garment manufacturing practices, to chemistry and materials science, then finally product sales, consumption and usage patterns.  Digging deeper, what underlies this urgent and growing focus on sustainability in the global fashion industry is the fact that is it the second most polluting industry in the world after oil and gas, but you probably know that by now.  Why does that suddenly matter to many fashion brands and companies?  Why are brands adopting “sustainability”.  Broadly speaking, it is because of threats to profit margins (caused by increasing cost of natural resources and materials which are in sharp decline) and potential backlash from consumers who are beginning to understand the fashion industry’s wasteful methods are damaging the planet and its people.

To understand the environmental implications of the current methods used in the fashion industry it is helpful to understand the volume of resources (including energy and water) we use to make our clothes and how much use we get out of those clothes.  Remembering that the planet’s resources are finite – we don’t have an endless supply of fossil fuels to burn to create electrical energy to power manufacturing and we don’t have endless access to clean water for growing cotton and dyeing processes), it follows that a circular way of manufacturing makes more sense than a linear one.   

To differentiate between circular and linear using the example of jeans – If it takes up to 10,000 litres of water to make a pair of jeans and we wear them for a matter of months then throw them in the bin, never to be used again, this linear process depletes resources catastrophically.  However, if those jeans could be turned into new materials (rather than thrown in the bin) that are themselves recyclable, then the resources used to manufacture those jeans provide products for a long and circular life – a perpetual one that is energy efficient and reduces the burden of future manufacturing and reduces the depletion of natural resources significantly.

This circularity was at the heart of the thinking behind the latest EU-funded project by the teams at BRIA and SABINNA, who created a fashion capsule collection of cotton and viscose garments which were then transformed into new, 100% recyclable and biodegradable materials that could be used for packaging and shop interiors.  The materials are circular in that they can then be recycled a large number of times in order to keep the core fibres of the materials ‘alive’ and in use – thereby avoiding landfill. 

BRIA x SABINNA garments, processes and new materials transformed into packaging

New materials in development in lab

New materials as garment swing tags

The processes BRIA x SABINNA used are based on simple organic chemistry – dissolving and reforming the cellulose molecules in the clothing into new 100% cellulose-based materials that were compressed into flexible sheets, in some cases like paper or a film, and in other cases like a thicker MDF-type ‘wood’ material.  The processes vary depending on the new material being created, and the initial experiments were done on a small scale in a London-lab as ‘proof-of-concept’ that it is possible to turn any clothes made of cotton or viscose into new materials using minimal chemicals (and sometimes no chemicals at all) in ways that are sustainable in terms of the amount of natural resources (energy and water) needed to perform the recycling process and also in terms of the material outcome.

BRIA x Sabinna viscose knitted jumper, cotton shirt and denim jeans – later transformed into new materials

Laminate-effect textured card created from BRIA x SABINNA viscose knitted jumper above

Processing of denim into new packaging materials

If we look at other narratives around sustainability in fashion that call for up-cycling and wearing clothes for longer, or buying less, we see a shift of responsibility for sustainability from the industry to the consumer.  Whilst this makes sense in terms of educating and informing consumers, it poses a huge problem in that it does not instigate change in the industry or challenge processes that are destroying the planet and harming people.  This is what is making the shift of focus to circularity and science and technology for the answers to our most burning questions and problems in the industry crucial.

Development of new material from denim

In my design and innovation role at BRIA, I was a member of the team that conducted this project with the support of EU-funding from WEAR Sustain.  The project was instigated following a trip to Copenhagen Fashion Summit in 2017, during which my conversations with Marie-Clarie Daveu of Kering, Anna Gedda of H&M and Mira Duma of Future Tech Lab instigated a quest to understand just how big a challenge making sustainable products is for fashion brands, from the initial design process through to the end-of-life of the garment.  Could brands, small and large alike, design and produce collections in a circular manner?  What would it cost?  Would the designs be compromised?  What would the restrictions be?  During a conversation with Vanessa Friedman she told me she thought sustainability was inherent in good fashion design, rather than an ‘add-on’.  But how is it inherent?  Does choosing organic cotton make a garment ‘sustainable’.  Not if we consider circularity as the ultimate solution to the depletion and pollution caused by the fashion industry.  So it has to go further.  It has to be part of the way the collection is conceived, the materials are made, the construction methods used and the strategy for the ‘end-of-life’ of the garment – where does the garment go when it is no longer used?  These were the questions we at BRIA sought to answer along with our collaborator SABINNA. 

The result proves that any designer using 100% cotton and viscose is creating garments that are forever recyclable – any designer can use our processes to recycle their garments.  It also proves that cotton and viscose clothing can even be recovered from landfill and processed using our method in order to keep the fibres in the circular system.  One of the most exciting elements for us was to achieve new materials with garments including hand-knits, denim jeans and multi-yarn jacquard knits – showing that the thickness and form of the textile yields to the process equally well.  The chemistry checks-out, giving clean and biodegradable results every time.

BRIA x SABINNA jeans 

New materials created from 100% cotton jeans above

Bowl from recycled viscose process and swing tag and box from recycled denim process

The next step is to explore brand partnerships to allow companies to clean up their own supply chains – jeans offcuts used to make the shelving and flooring in-store?  There is no reason why not.  Branded silky cellophane-like film packaging made from recycled high-end viscose dresses?  Hell yeah!

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Bottletop’s Flagship Store – A Symbiosis of Sustainability and Tech

I know I’m not alone when I say it takes more to get me into a retail store these days than ever before.  Shopping online is the ultimate convenience, so stores have to go bold and offer something really special to get shoppers through the door.  Enter Bottletop, the sustainable luxury accessories brand with a newly launched flagship store on Regent Street sporting a KUKA robot in the window along with films telling the story of their responsibly sourced and produced products projected onto the store walls.  When it comes to fashion brands, this isn’t your average sustainability story.  Let me take a leap back and explain exactly what makes Bottletop a sustainable luxury brand and how their ethos extend from the product, to the store and then the engagement of cutting-edge robot technology in the form the KUKA LBR collaborative robot.

Render of final store – Image:  Bottletop

The Bottletop Fashion Company journey began in 2012 with co-founder Oliver Wayman’s mum picking up an up-cycled ring-pull and crochet bag in Salvador, Brazil – a neat way to fuse readily available waste and the craft of crochet, making a light and strong bag – and led to a partnership with artisans in Brazil that has grown into an atelier producing the brand’s signature products and developing new materials for future product lines.  Bottletop bags are made from discarded ring-pulls sourced in Brazil, along with locally sourced yarns for crochet and responsibly produced Brazilian leathers that are certified ‘Amazon Zero Deforestation‘, guaranteeing zero impact on protected forests from cattle farming and grazing.  Underpinning Bottletop’s fashion brand is the Bottletop Foundation, founded in 2002 by Oliver’s co-founder, Cameron Saul, which raises funds for social enterprise initiatives across Africa, Brazil and the UK.

So what spurred a sustainable fashion duo to delve into the world of robotics and 3D printed interiors for the launch of their flagship store in December this year?  At least in part, for reasons mentioned in my opening paragraph – retail needs to offer customers an experience and tell a story – but also because they wanted to do something different and juxtapose the hand-made natural elements of their products with a very high tech interior, according to Oliver.  “Using natural, sustainable materials would have been an obvious thing to do” he explained, but they wanted to be more ambitious than that, and offer their customers something unexpected.  A brain-storming session between Oliver and a friend Paolo Zilli at Zaha Hadid led to a discussion with KRA– USE ARCHITECTS, who were already exploring robotic manufacturing, and inspired the Bottletop team to delve into this brave new robo-tech retail world.  The team of collaborators then grew to include AI-build who are 3D printing interior surfaces designed by KRA– USE ARCHITECTS and Reflow who created the 3D printing filament from 100% recycled plastic.  The primary purpose of Oliver and Cameron’s tech-led shop fit and KUKA installation is to use technology as a storytelling tool and to foster an understanding amongst consumers about the place that new technologies have in our world and within their business – in this case facilitating the use of a new and exciting recycled plastic material in their store design and build.

A 3D printed wall panel shaped to hold bag handles for display

The instore storytelling of the Bottletop brand begins from the window display, featuring signature Paco Rabanne-esque ring-pull ‘‘bellani’ bags and the enamelled ‘Mistura’ clutches developed in collaboration with Narcisco Rodriguez, amongst which moves a KUKA robot 3D printing bag charms from 100% recycled plastic.  This recycled PET plastic was created from plastic bottles rescued from the ocean and processed into a thin printable plastic tube – a 3D printing filament.  The concept is akin to Parley for the Oceans collaboration with Adidas, which used plastic yarn in trainers and clothing, but instead of spinning the recovered plastic bottles into a yarn, Bottletop collaborators Reflow have processed the plastic into a continuous plastic filament, which the KUKA robot heats and extrudes through a 3D printing ‘gripper’ attachment fixed to the end of the robot arm that prints the bag charms by depositing successive layers of molten plastic – known as additive manufacturing.

In store, working alongside the robot was Daghan Cam of AI Build, who explained that in contrast to usual 3D printing filaments made from non-recycled plastic (including PLA), the recycled plastic filament is trickier to work with and has slightly different structural properties;  And here lies the commonality between Bottletop’s sustainable hybrid ring-pull/crochet/leather materials and this new recycled filament  – the experimentation to develop these new materials is a long and complex process, requiring considerable R&D and bags (pardon the pun) of passion and perseverance.  Oliver and Cameron have it in droves and as they talk me through the store’s 100% recycled rubber flooring and show me samples of the interior walls currently being printed at AI Build, to the products themselves, their dedication to both sustainable hand craft and cutting-edge technology, symbiotically, is inspiring. See how the product is made here.

It was a fitting choice to select a KUKA LBR robot to 3D print the bag charms in the shop window.  Working harmoniously alongside humans in a collaborative manner is the exact purpose of the KUKA LBR, with its inbuilt sensors to stop on contact, preventing it from causing injury to humans and with the absence of trap hazards for human hands, allowing easy and safe collaboration.  We undoubtedly have a growing dependence on technology and robots (although they are usually behind the scenes, carrying out repetitive manufacturing tasks unbeknown to most consumers), so seeing the KUKA LBR used as a creative tool to produce 100% recycled (and recyclable) products was a lovely example of cutting-edge tech enabling sustainable manufacturing.

KUKA LBR with Daghan from AI Build

The store interiors will be installed over the coming weeks, acting as a live installation, punctuated by the official launch last week at the Regent Street Store.  Attended by Mira Duma of Future Tech Lab FTL, Livia Firth of EcoAge and Professors Sandy Black and Dilys Williams of the Centre for Sustainable Fashion at London College of Fashion amongst other instrumental fashion and sustainability pioneers, the launch demonstrated how fusing fashion, technology and sustainability requires a commercial, creative and academic effort.  It was an interesting and enlightening night, with Oliver and Cameron proudly declaring Bottletop the first sustainable luxury brand on Regent Street.

party shots Image top: Left – Oliver Wayman, Right – Cameron Saul.  Above, the Bottletop Store launch party

Oliver and Cameron are excited about building the interior walls as a live installation that shoppers can see evolve, and I went behind the scenes to see some of the 100 wall panels being 3D printed by the KUKA KR90 6 axis arms at AI Build in East London.  The panels each take 7 hours to print and are individually sanded along the edges before being joined to create a unified wall panel for the store.  700 kg of 100% recycled plastic are going into the printing of the interiors at what Oli confirmed was the equivalent of around 60,000 recycled plastic bottles.  I also saw a demo of the 3D printed ceiling structure which is embedded with reclaimed cans in the store and captured in the shots below.

Behind the scenes at AI Build

The interior installation in store is expected to continue into mid-January, so be sure to pop in and see it evolve, alongside the KUKA LBR busily 3D printing  bag charms in the store window.

Header image and all images not otherwise credited: Techstyler

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Livia Firth’s Eco-Age – Time to End Our Fast-Fashion Binge

Thursday 16th November marked the 7th Annual Lovie Awards, honouring the best of the European Internet and recognising the talent making waves and effecting positive change across industries including gaming, film and fashion.

This year, Livia Firth was the winner of the Emerging Entrepreneur Award for her fight for sustainable fashion as the founder and creative director of Eco-Age, a brand/marketing consultancy that helps businesses to grow by creating, implementing and communicating sustainability solutions.  More specifically, she was honoured for her Green Carpet Challenge initiative and using the internet to both educate the public about ethical and sustainable fashion consumption and to put pressure on brands to do more to meet sustainable business practices.  On hearing of Livia’s accolade ahead of the Lovie Awards ceremony, I arranged to interview her to find out how Eco-Age is forging ahead with sustainability initiatives and to understand more about Livia’s goals and beliefs about the current state of sustainability in the fashion industry.  Another precursor to this interview was hearing Livia passionately speak in May this year at the Copenhagen Fashion Summit, where she boldly declared that the fashion industry was in trouble given the findings of The Circle report Fashion Focus:  The Fundamental Right To A Living Wage.

Livia Firth (left) and Jessica Simor QC (right) speaking on a panel chaired by Lucy Siegle at Copenhagen Fashion Summit, 2017    Image: Copenhagen Fashion Summit

‘Sustainability’, ‘circularity’ and ‘ethical practice’ are words used regularly in the fashion industry, but often lack specific meaning and clarity for both industry members and consumers.  As we launch into our discussion, Livia Firth makes quick work of breaking down some of these meanings and provides a refreshingly clear and insightful commentary on what is happening in the industry right now and how it is effecting the planet and people.  “Sustainability is a complex issue that needs to be communicated simply”.

Livia founded Eco-Age in 2009 as a brand consultancy providing sustainability strategies and communication tools to fashion brands.  Their modus operandi is to demystify the supply chain so that brands can be sure they are working with suppliers and manufacturers that guarantee responsible sourcing and production of materials and ethical labour practices.  She and her team work with several brands to help them become sustainable and conscious as part of their core operations and values – not as a token ‘project’ seeking to gain sustainability credentials, without true and ongoing commitment to a truly sustainable business model. 

Livia points to a tactic of some large, fast-fashion brands, of producing a product or small number of products ‘sustainably’, that are then heavily promoted in an attempt to create a cleaner, greener brand image, which she dismisses as “bullshit green-washing”, to divert attention from the dirty fashion practices continuing throughout the supply chain in those brands.  She points to fast-fashion as the culprit for the dire and urgent environmental crises coming about now, and cites the endemic use of slave labour and unsafe working practices in the Far East as the root of the problem with the fast-fashion business model, which she says “must change”.  Eco-Age refuses to conduct business with fast-fashion businesses due to the ethical crimes being committed and their failure to provide a living wage.  To that end, Eco-Age works with luxury brands, which she explains as having the R&D budget and story-telling capability through their brands, to produce and sell fashion in an aspirational and responsible way. 

Discussing sustainability initiatives with Livia Firth (right), ahead of receiving her Lovie Award   Image: The 7th Annual Lovie Awards

My conversation with Livia throws up some nostalgic stories about her travels in search of responsibly-sourced materials, including a recent trip to my native Australia, where she visited a farm a stone’s throw (in Australian terms) from where my father farms his sheep.  She spoke of the farmers describing themselves as ‘custodians of the land’ and the sheep their treasures from which their livelihood stems. It is familiar to me – I grew up in a family of wheat and sheep farmers in Australia – and it brings back beautiful memories of when the nobility and longevity of wool was far more powerful than the cheap, fast pull of Primark. 

“I’m 48.  I’m old enough to have lived without fast-fashion.  We knew how to appreciate quality”.  Frank and to the point, Livia poetically describes fast-fashion as the trigger for our ‘divorce’ from fashion made from quality materials, that we historically loved, cherished and passed on.  She explained that her team chat about the state of fast-fashion in their office, commenting on how we have overindulged on fast-fashion, consuming too much, too quickly.  ‘So we’ve binged on fast-fashion and now it’s time for a diet in the form of sustainable, ethically made fashion?’ I ask.  “YES!” is Livia’s emphatic response. 

As we discuss the role of Eco-Age and others trying to transform the industry, it becomes apparent that fashion businesses wanting to transform their practices to meet increasing consumer demands for transparency and low environmental impact will need to function in a socially and politically compliant framework, no longer focussed primarily (or perhaps solely) on profits.  This is where the tension, and the biggest challenge, lies, according to Livia.  Due to planetary changes, including extreme flooding, drought and pollution to waterways, manufacturers are being forced to accept that depleted resources will effect production quantities and therefore effect price (and their ability to sustain the fast-fashion model) in a way that is physically and economically unsustainable – never mind the highly questionable ethics.  When profit margins are hit, action is likely.

Hearing about Eco-Age initiatives from Harriet Vocking, Head of Marketing (left) and Communication and Hannah Levitt, Senior Account Manager (right)   Image: The 7th Annual Lovie Awards

We turn to new technologies to solve some of the biggest challenges we face, both within fashion and other industries.  Livia comments that Fashion Tech Lab, a fund launched by Mira Duma earlier this year, is bringing new technologies to the fore that provide solutions that harness the power of science and that do not come at a huge environmental cost.  Discussing new scientific developments with Livia, she declares “science is our friend”.  “It can help us transition to the future without compromising on ethics”.  Her excitement at developments in materials so far, include lab-grown leather, mushroom and pineapple leathers and Orange Fiber, and she sees the relationship with fashion and technology as growing harmoniously – as long as technological advancements are not at a human cost.  The evolution of robotics, for example, worries Livia, along with the potential impact on future workforces.  When transitioning from ‘human-led’ to ‘tech-led’, taking the time for reflection and regulation to determine where the future career paths lie for those human workers is essential, she says. 

Livia Firth and Mira Duma have been friends for some time.  Describing her as a warrior, Livia tells me about a call she received from Mira after she had watched the ‘The True Cost’, pledging her commitment to doing something to help and describing how seeing the film had changed her.  Mira re-surfaced some time later having founded FashionTech Lab and subsequently enlisted Livia to the board, helping to guide and drive their initiatives forward. 

Livia’s online power is in her ability to harness and direct the voice of ethical practice towards the global stage.  Citing social media as a powerful and exciting tool, she comments that being awarded a Lovie is recognition of her engagement with the public, and indeed other public figures, to inform, educate and enlighten consumers – a powerful piece of the puzzle that requires solving to transform the polluting fashion industry.  “Imagine if every big blogger started to talk about social justice and environmental issues (on social media)!  It would change everything!”

Livia harnessing the power of Instagram to educate and inform consumers

The passion and commitment Livia has to effect positive change in the world’s second most polluting industry is crystal clear.  As an extension of the brands, manufacturers and makers (the fashion industry ‘stakeholders’) that Eco-Age works with, her team created the Green Carpet Fashion Awards alongside the Camera Nazionale Della Moda (CNMI), to bring all members of the industry (including textile mills, seamstresses and tech pioneers) together and publicise their involvement in creating fashion.  Undeniably, telling the story of how products are made and by whom is a powerful tool for engaging the public in choosing products that do not compromise the environment and the lives of others.  Livia harnessed her power with actresses, brands and other high profile stakeholders to help her drive the message of conscious consumption.

The Seamstresses of Maison Valentino Awarded the Art of Craftsmanship by Annie Lennox  Image:  Eco-Age.com

Orange Fiber and Newlife awarded for Technology and Innovation, presented by Mira Duma (centre) and Derek Blasberg (right)

We discussed recycling of textiles and garments and Livia is initially dismissive, in the sense that the deep rooted problems in the fast-fashion model can never be solved by simply recycling the millions of tonnes of products produced every year, which deplete the planet’s resources only to be discarded (or recycled) after a handful or wears.  The lack of provision of a living wage within the fast-fashion business model will not be addressed by creating a circular economy, she states.  She also points to the growing issue of micro-plastics in our waterways from synthetic fabrics, which release these tiny plastic particles into the water with each wash and for which new technologies are being developed in order to ingest or filter them out.  Some headway has been made here, but Livia sees this as yet another example of how the fast-fashion demands for synthetics (because natural fibres are too expensive) has led to environmental problems – causing dire costs to both planet and people.

Wrapping up my interview with the knowledge that we will be meeting at the Lovie Awards, Livia leaves me with the parting news of an upcoming store launch by Eco-Age client Bottletop, creating accessories made from recycled leathers in their flagship store, which is being entirely 3D printed from recycled plastic waste.  Stay tuned for the upcoming story, here on Techstyler.

Header Image:  Livia Firth, Winner of the Emerging Entrepreneur Award.  Image:  The 7th Annual Lovie Awards

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Achieving Sustainability Requires a Paradigm Shift, Says Kering’s Marie-Claire Daveu

As the driver of Kering’s global sustainability strategy, Marie-Claire Daveu is the company’s spokesperson on what amounts to a mammoth mandate to effect global change management across supply chains and drive education of students and designers to mindfully choose sustainable materials when making creative decisions.  Following the Copenhagen Fashion Summit, I spoke to her about how Kering is identifying, adopting and funding sustainable fashion solutions to mitigate environmental and ethical disasters within the industry.

The subject of sustainability in fashion is complex in that to understand its meaning and implications, designers must understand the technicalities of raw materials and the processes that grow and cultivate them – for example the links between climate change and cattle farming – in order to fully understand the role and importance of sustainable materials.  In luxury fashion, designers make the ultimate decisions about materials usage, so communicating the mechanics of sustainability to them is key.  During an enlightening and in-depth conversation with Marie-Claire Daveu, the complexity of the task became clear, as did the multi-pronged approach that Kering is taking to diagnose, develop and fund sustainable materials solutions.  It also became clear that in order to communicate this topic, Daveu’s engineering credentials (declaring herself an unlikely fashion person) are essential in making the connections between the mechanics and technicalities of the supply chain and the aesthetic and sensibilities of the design teams.

There were several key takeaways from the discussion with Daveu, during which she and I bonded over mutual previous careers in engineering and science respectively, before undertaking careers in the fashion industry.  Perhaps most potent was her assertion that a “with incremental progress you will not change a paradigm” and that disruption through innovation is needed in order to achieve transformation of supply chains to circular systems.  Specifically, she declared that incremental improvements (like using recycled textiles in capsule collections or isolated products, for example) were not sufficient.  Kering is firmly focused on finding disruptive technologies, and to do that they need to identify startups creating game-changing solutions.  Enter their Fashion For Good initiative in partnership with Plug and Play and the C&A Foundation, based in Amsterdam, Netherlands.

Plug and Play incubates ideation and growth-stage startups in various industries – previous success stories include Dropbox and Paypal – to research, develop and test potential sustainable solutions for the fashion industry.  In partnering with C&A, Kering is demonstrating its belief that in terms of raw materials, a collaborative effort is required to create an industry-wide shift to more sustainable textiles.  Fashion brands spanning the high street and luxury sectors use cotton, for example, so a collaborative approach between brands increases buying power and provides the scale and volume to support the cost and change management required to transform materials supply chains into circular ones.

The key aim for Kering is to introduce sustainable materials and processes within the supply chain.  Marie-Claire Daveu is clear in her assertion that designers cannot add sustainability at the design stage – it has to be inherent in the raw materials and textiles.  She mentions current Fashion For Good incubee startups Pili-Bio, which uses micro-organisms to embed dye into materials in place of toxic and water-intensive dyeing processes, and Amadou mushroom leather, already product-tested by Irene-Marie Seelig and covered here in depth on the blog last year, when she was a recipient of the Kering Award for Sustainability.

Marie-Claire Daveu at the Kering Award for Sustainability, London College of Fashion – Image: Dave Bennett

Amadou is a potentially viable alternative to animal leathers and Daveu mentioned its promising development a number of times throughout our conversation, along with external innovators Bolt Threads, who have created a synthetic spider silk that she confirms is already a material being explored within the Kering group brands.  Given that Stella McCartney does not use animal skins, developments like Amadou mushroom leather have a clear opportunity to fulfil the brand ethos while maintaining the required levels of luxury and quality.

Irene-Marie Seelig’s Amadou mushroom leather shoe – Image:  Irene-Marie Seelig

Underlining Kering’s Sustainability drive are three pillars:  Care (reduce environmental impact by 40% and greenhouse gas by 50%); Collaborate (working with companies within the supply chain and other brands) and Create (launch disruptive innovations and link sustainability to a circular economy).  Innovation is the point pushed most heavily during our discussion, and it’s clear that the game-changing sustainable solutions will come from outside the brands themselves – most likely from startups (which Kering are investing in) and manufacturers within the supply chain.  Daveu explained that Kering are working very hard with NGOs in Mongolia, for example, to establish sustainable cashmere farming which respects biodiversity and supports animal welfare.  The foundation of this is transparency and traceability, as it is with all sustainable materials development.  Kering have also established programmes with suppliers in Italy and China to have a clear diagnosis of the usage of energy, water and other natural resources in order to analyse their consumption and begin to develop sustainable alternatives.  It’s when considering the complexity of changing entire factory manufacturing and processing systems in order to reduce natural resource consumption that the magnitude of this task to achieve sustainability becomes clear – we are not simply talking about choosing organic cotton in favour regular cotton – this is a deep, expensive and technical change needed to drastically reduce the demands the fashion industry is placing on the planet, across the entire industry. 

Sustainability in Motion – Kering.com

In addition to looking outside of their company for innovation, Kering has developed an in-house materials innovation lab based in Milan, headed up by Cecilia Takayama, who spoke at the Copenhagen Fashion Summit as part of the panel discussion on circular design.  Kering’s lab has been particularly successful in creating sustainable materials for its Gucci and Bottega Veneta brands, and Daveu reveals that they now want to apply this same focus to creating materials for their watch and jewellery brands.

Kering’s Cecilia Takayama on circular design – Image: Copenhagen Fashion Summit

Kering’s commitment to sustainability comes from the top – led by François Henri Pinault, who is active in the implementation of the sustainability strategy for each brand in the Kering stable.  He meets with executives and design teams across all brands to demonstrate the prioritisation of sustainability and the level of seriousness with which it is taken at Kering.  Marie-Claire Daveu also explained that formal KPI’s are in effect to ensure that sustainability remains a focus and targets are met.  

François-Henri Pinault receives the GCC Global Leaders of Change Awards 2015 at UN Climate Change Conference (COP21) – Image: Kering.com

Via Daveu, Kering’s message is that it wants to set the global standard in sustainable luxury by 2025, by delivering on targets within its three pillars.  Underlining their commitment, she said “the new generation will make the future”, and that Kering has a “360 degree approach” including sustainability education via university initiatives at London College of Fashion, Parsons, Central Saint Martins and Tsinghua, along with investments in startups and game-changing innovations.  This, combined with its EP&L and supply-chain efforts aimed at identifying and overhauling environmentally harmful processes, mean Kering are attacking sustainability challenges from all angles.  Keep an eye on Plug and Play Amsterdam and Kering’s Sustainability news to see how it all unfolds. 

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In Conversation with Anna Gedda – Head of Sustainability at H&M

H&M made a bold statement at the beginning of the Copenhagen Fashion Summit, declaring their aim to become fully circular (which means moving towards using only recyclable materials and renewable energy sources) by 2030. I spoke with Anna Gedda, their Head of Sustainability to find out how.

Opening our discussion, I asked how H&M will become a fully circular company, with a particular emphasis on materials, which are a key challenge in terms of natural resource consumption and the challenges in recycling textiles containing multiple fibre types – cotton and elastane, for example. Here is Anna’s response:

“We have looked into different parts of a circular system and identified areas to focus on. We use 20% recyclable or recycled materials. We need to develop our current materials so that we can achieve 100%, and also replace some of the currently used materials with new ones”.

Anna then mentions the H&M Foundation’s Global Change Award, which looks for early stage sustainable materials via their annual global competition. This competition is a key source of inspiration and initial ideas for the development of new materials for H&M.  She outlines some of the recent winning entries, including a textile that acts as a solar panel, a leather made of grape waste, and previously a citrus waste textile. She explains that it is not only new materials being proposed, but new processes for manufacturing textiles are also being devised.  The winners may develop materials for H&M, Anna explains, but the competition has an altruistic outlook, which I interpret as meaning it aims to unearth great ideas and developments for their own sake, aligned with the company’s CSR mandate.  Anna goes on to to say that whilst H&M aim to identify innovation and scale it, she concedes that many ideas that work in the lab are not scalable, and therefore not feasible for H&M’s products.

Grape Leather Innovation

Anna segues into the H&M sustainable Conscious Exclusive collection, which is in store all year round and uses innovative recycled and organic materials, including Bionic yarn created from recycled ocean plastic.  H&M uses this collection as a testing ground for sustainable fabrics with the aim of increasing demand for, and awareness of, sustainable products amongst consumers; ultimately bringing the prices down.  This ‘dipping the toe in’ approach is a safe way for H&M to experiment with introducing new technology and textiles into their supply chain without significantly impacting their bottom line, and without taking big risks.

H&M Conscious Exclusive collection 2017 

Linking back to the Global Change Award, Anna explains that in addition to receiving prize money, the winners take part in a year long accelerator, which gives them access to the H&M supply chain to work in their suppliers’ factories.  During this time they are able to test their materials and innovations within a live supply chain context, revealing whether they have the potential to meet the demands of cutting, sewing and finishing in the garment making process – a useful learning experience for the competition winners.

Drilling down in to the materials innovation effort at H&M, I ask about the level of involvement of materials scientists in the development process and ask “who is driving materials innovation?”  Anna explains that scientific input is key to achieving the 2030 circularity goal.  The development of materials depends upon working with academics to understand planetary boundaries and new technologies for agriculture – cotton growing alternatives, for example.  Academia, innovators, and suppliers – the actual producers – are key in driving materials innovation.  She added that suppliers see that the fashion industry is changing and they want to create new materials to better meet sustainability demands.

My next question for Anna, aimed at digging into the issue of fair wages and exploitation in the garment industry, is: “What would you say to consumers who are concerned about the transparency, or a lack of transparency in manufacturing. How can consumers feel comfortable about H&M and about going into H&M and buying something off the shelf and knowing that nobody has been harmed in that process and that a fair wage has been paid, especially as your prices are so competitive. What would you say to the consumer who is concerned about that?”

Anna’s response was as follows: “I would say that they can be confident going into an H&M store and buy things that they love, I mean, we really have high ambitions and we have a long term perspective and want to be part of this industry not just for the next three years, but the next thirty years – we are doing what we can to ‘future-proof’ the company, as well as the industry.”  In an age when transparency is increasingly important, H&M have engaged with the SAC (Sustainable Apparel Coalition) and are using the Higg Index, which they hope will go a long way to achieving transparency.  Anna sees third party verification as an essential part in increasing transparency. Anna mentions the Pulse of the Fashion Industry Report (summarised here) which uses the Higg Index, an open source supply chain and transparency assessment tool, stating that she believes this demonstrates how third party verification (from SAC) can lend credibility to the fashion industry’s sustainability efforts.

Wrapping up the interview, I ask Anna what she considers to be the most exciting and game changing technology in the industry’s efforts to become sustainable. “Finding ways to recycle from textile to textile – today you are not able to do this in a scalable and efficient way, because you don’t have the technology.”  The aim is to be able to place any garment/textile in a solvent, recover the fibres and use them to make new textiles.  “This will be a game changer for a circular system, and I think we will see such technologies within the next five years.”  She tells me she has seen technologies approaching this capability already.  Textile recycling is already possible in this manner, but there are limitations as to the fibres that can be recovered, and some blended textiles (woven cotton and elastane, for example) can not be fully recycled using current technology.

Content Thread for textile recycling

In closing, Anna makes a key point in terms of this recyclability versus design philosophy at H&M – designers being restricted to using one type of fibre or material can significantly restrict their creativity and, ultimately, the aesthetics of the garment.  She suggests that single fibre designs may not satisfy customer demand for interesting products, so full recyclability of all textile blends in order to achieve circularity without a compromise on design appears to be the answer.

For a comprehensive explanation of the H&M Sustainability initiatives see their website and The H&M Group Sustainability Report 2016

The Higg Index modules are downloadable on completion of this form

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