Going the Extra Mile

Intro:

Since my last two posts have been so focused on the materials and fabric choices I thought this week I'd go back to finding new brands that I think will appeal to you and a bit of interesting ethical fashion related news and innovation.

Rapaniu:

http://www.rapanuiclothing.com/

While researching this weeks blog I came across the Rapanui brand. They are a fashion company based on the Isle of Wight who make eco-friendly casual clothes. They have some lovely t-shirts with a message and hoodies, shoes, accessories etc.

http://www.rapanuiclothing.com/womens-organic-clothes/make-do-and-mend.html#226

For me Rapanui stood out as an ethical brand because of their devotion to going the extra mile for their cause. On their ‘Tracebility’ section they show their supply chain from seed to shop in terms of the environmental and human impact it makes http://www.rapanuiclothing.com/ethical-fashion/traceability-clothing.html. From this page you are linked to sections on their fabrics, manufacturing, energy use, ecolabelling and post purchase impact all of which are very interesting. 

http://www.rapanuiclothing.com/ethical-fashion/eco-labelling-clothing.html

The eco-labelling that Rapanui does is similar to that used on light bulbs where the most efficient is shown as a green category A or you could think of it like the nutritional values on food: all green is healthy and all red probably means it will be tasty but full of things that are not good for you. Using this on their clothing makes it easy for us as shoppers to assess the ethical-ness of the product and then we can decide whether its worth buying or not. Rapanui have started a petition to get independently monitored eco-labelling implemented across fashion in the EU so that we can always make informed fashion buying decisions. If you want to help put some weight behind the petition then sign up on

http://www.rapanuiclothing.com/ethical-fashion/eco-labelling-clothing.html the petition section is near the bottom of the before the comments section I have already because I think it is a cause worth backing.

Biodegradable Fashion:

Some innovative, ethically motivated, high-end designers such as Gucci, Stella McCartney and Puma have developed clothing, footwear and accessories that extend the idea of reducing, reusing and recycling fashion. Some of their products are now biodegradable which reduces the environmental impact greatly as they will no longer clog up landfill and pollute the earth.

Gucci sold biodegradable sunglasses and footwear this summer.

Guicci Sustainable Soles http://www.gucci.com/us/worldofgucci/articles/sustainable-soles-marona-green-ballerinas-california-sneakers

Stella McCartney produced faux croc skin and faux leather heels with biodegradable soles.

Stella McCartney Biodegradable Soled Heels http://www.ecouterre.com/stella-mccartney-introduces-biodegradable-soles-for-fall-winter-2012/

And Puma are producing trainers and t-shirts which once finished with can be taken to stores and then will be sent to a contractor to be shredded and re-used as fertiliser. 

Puma InCycle Trainers

http://cleantechnica.com/2012/10/10/puma-launches-line-of-biodegradable-shoes-clothes/

The idea of biodegradable fashion is revolutionary but needs more development as so far, for example, with Stella McCartney’s shoes only the soles are biodegradable but it is a step in the right direction.