Green is the new black: moda sempre piu’ ecosostenibile

Ciao lettori di The jungle of Alis!

Era da tempo che volevo dedicare un articolo a questo tema, il settore moda che va sempre più diretto verso l’ecosostenibilità, e sarà questo che ci dovremo aspettare in futuro, per salvare il nostro pianeta. Conoscere la provenienza di quello che stiamo acquistando, il processo di produzione e dei materiali e’ la tendenza più bella che potevamo desiderare, perché ci aiuta ad essere consapevoli. Lo hanno capito i brand luxury come la pioniera Stella McCartney, ma anche i brand low cost come Asos, Zara ed H&M che stanno dedicando intere sezioni delle loro collezioni alla ecosostenibilità, attraverso la produzione con fibre naturali passando da una filiera protetta, creata per minimizzare gli sprechi, l’inquinamento e lo sfruttamento dei lavoratori.

Sono diversi i brand conosciuti per il loro sguardo verso il green, e come ho accennato prima Stella McCartney ne e’ stata la portavoce, lanciando il suo marchio nel 2011 con l’intento di creare prodotti senza derivati animali. Ha creato lo shaggy deer, il famoso tessuto dell’It Bag Falabella, che sembra camoscio ma non lo e’, ma anche gli altri prodotti della sua linea sono realizzati con fibre naturali o sintetiche.

Anche i brand low cost, che facendo parte del fast fashion purtroppo sono quelli che inquinano maggiormente, stanno cercando di rendere più eco le loro collezioni, e prima vi ho accennato Asos, Zara ed H&M. Andando nello specifico, sul sito di Asos troviamo il marchio Monki, che propone una moda etica ma a prezzi accessibili e l’obiettivo del brand e’ utilizzare esclusivamente materiali riciclati o altri materiali sostenibili entro il 2030!

Sul sito di Zara invece, troviamo la sezione JOIN LIFE, la collezione del brand creata per ridurre il loro impatto ambientale, e potrete scoprire di più riguardo alla produzione, ai loro obiettivi e ai traguardi già raggiunti, sulla pagina dedicata al progetto.

Parlando di H&M, troviamo Conscious, ovvero la collezione dedicata alla sostenibilità, e sul sito trovate un’intera sezione dove sono riportati tutti i successi, gli obiettivi e quello che possiamo fare anche noi per proteggere il nostro pianeta. Inoltre, come vi sarà capitato di vedere, H&M nei suoi negozi vi permette di lasciare i vostri vestiti non più utilizzati, in tal modo loro potranno riutilizzare i tessuti o comunque dare nuova vita ai prodotti, e vi consiglio davvero di farlo.

Un altro brand del momento e’ Nanushka, nato a Budapest, dal 2016 in poi i suoi capi in pelle ecologica stanno spopolando su Instagram. Sul loro sito troviamo la sezione sostenibilità e queste sono le loro parole: “Il nostro approccio è pensare in modo olistico agli articoli che produciamo e chiederci se ogni processo di produzione rispetta le persone e il pianeta. Troviamo ispirazione negli elementi naturali e nei mestieri di tutto il mondo. La nostra linea di ceramiche, Nanoha, è fatta a mano e imperfetta in un modo straordinariamente bello. Vediamo i rifiuti come un’opportunità di design, chiedendoci costantemente come utilizzarli nella creazione e nella ricreazione dei look. Abbiamo una linea dei nostri modelli più ricercati, che offriamo ogni stagione senza modifiche. Sono elementi essenziali del guardaroba unici ma pur sempre classici che resistono alla prova del tempo.” Davvero un gran bel lavoro!

Sicuramente ne avrete sentito parlare, Veja e’ il brand di sneakers fondato nel 2004 e lavora con piccoli produttori dislocati in tutto il Brasile. E’ tra i marchi di moda ecosostenibile francesi più amati, si batte per il rispetto dell’ambiente e i diritti umani e alcuni dei suoi prodotti sono 100% vegani.

Se vi interessa il tema, vi consiglio di seguire la pagina Fashion Revolution, e’ il movimento globale (probabilmente il più noto) aperto a tutti, che unisce i lavoratori della moda di tutti i livelli ai consumatori e ai cittadini, nella missione comune di migliorare e rivoluzionare lo stato attuale del settore moda. Per farlo, dal 2013 la non-profit manifesta il suo impegno per chiedere politiche e codici di condotta etici e sostenibili per l’ambiente e i lavoratori dell’industria. Quindi che vogliate solo informarvi o rimanere costantemente aggiornati, vi consiglio di seguire la loro pagina Instagram, mentre sul loro sito troverete materiali di approfondimento, come il Fashion Transparency Index dove ogni anno vengono messi in luce i miglioramenti (e i fallimenti) dei principali brand di moda.

Ricordiamoci che per migliorare e soprattutto salvare il nostro pianeta, dobbiamo iniziare a renderci conto del problema e dare ognuno di noi il proprio contributo, perché viviamo tutti sotto lo stesso cielo.

Io vi aspetto al prossimo articolo e non dimenticarti di iscriverti alla mia newsletter!

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