Last Thursday, Naveena invited the denim community to an intimate London gathering in celebration of sustainability. A selection of the Karachi-based denim mill’s latest offerings was on display at Jin Bo Law rooftop cocktail bar, with the “Transparent Blues” product range in focus. The line encompasses a range of fabrics and processes with minimal environmental impact – think Tencel-based and other zero cotton fiber blends and sustainable dyeing processes courtesy of EcoLean and H2NO.
Another highlight of the evening was a talk by Sue Barrett, co-founder of sourcing and trend platform Address-the-Future. Barrett’s engaging presentation–which centered more on emerging consumer mindsets than tangible trends–began with an introduction to three key consumer groups, namely:
Posify – an upbeat consumer type with a penchant for nostalgia and re-commerce. Experience is everything for these youth-driven “kidults,” and wellness and positive change is at the forefront of their outlook.
Protect – a bit of a consumer nihilist, this camp is reactive and never shies away from a protest. Favors brands and product centering on the re-made.
Essentialists – this group is all about modesty and earth-care, translating into a love for slow-made product designed to last both in terms of aesthetics and construction.
While these three consumer groups possess unique traits, they all share an innate desire to consume responsibly. Here, a handful of standout statements and observations from the talk.
“The new spirit of rebellion isn’t punk, it’s consciousness.”
“The lifespan of fashion products is being stretched as pre-owned, refurbished access, repaired and rental business models continue to evolve.”
“Increasingly, people look at trash as a precious resource.”
“Waste is a design flaw, and today we salute creatives who tackle the issue brilliantly, such as Helmut Lang. Ocean waste has been a huge story coming through on the catwalk – fashion weeks have been really successful in helping to promote the message, even at the higher-end of the fashion sphere.”
“Conservational awareness of raw materials has created a new
emphasis on natural artifacts with the art world, now filtering
through the luxury retail arena and harnessing reactions at a
directional mainstream level.”
“The new retail model that translates into stores that resemble amazing gallery spaces – displaying products made to order – helps elevate fashion, inspiring you to really hanker for a product and save up for it. It’s an honest change of mindset that is really starting to come through.”
“If the chemicals in clothing were packaged into a cream you'd never let it anywhere near your skin – so why do we ignore it when it's in the things we wear?” Quote attributed to sustainable brand Story MFG, highlighted by Address-the-Future.