“…it is about working towards a truly circular economy…if everyone from larger brands to young designers, consumers and the government work together, we can all help close the loop.”
What does sustainable fashion mean to you in 2019?
From the beginning, it has always been about considered design and functionality. These aspects are fundamental for our approach to design that ensure the business is as responsible and sustainable as it can be. It is also very important for us to work with responsible manufacturing partners, sourcing sustainable materials and harnessing green technologies, as with the right technology, there is a real opportunity for positive change. Ultimately, it is about working towards a truly circular economy and closing the loop in our practices.
Do you ever feel pressure to live up to the expectations associated with being a sustainable designer?
The way we approach our business has become a very natural process, through our responsible design, which relieves any pressure. I think as a designer you have an obligation to consider what you are doing and why; ultimately, to make strong, sustainable choices that provide our customers with a completely unique and desirable product.
Have you ever felt you had to sacrifice elements of a design to make it more sustainable?
From initial design concepts through to a finalised product, everything is underpinned by our RÆMADE philosophy, therefore, not much sacrifice is needed to achieve a sustainable product. Something we do not compromise on is the quality of our products.
Do you feel it is possible for sustainable fashion to become mainstream?
Environmental issues are now at the forefront of mainstream mass media and this has had a really positive impact on the rise in interest and commitment for sustainable fashion, among brands and consumers. It is great to see that more high-street brands have implemented considered design in their practices, particularly those who have a mass-market influence. However, the truth is, our industry as a whole has a long way to go before we have reached a truly sustainable level. Although, I am definitely hopeful that we will attain a circular economy sooner, if everyone from larger brands to young designers, consumers and the government work together, we can all help close the loop.
top tips for young creatives starting out…
My first piece of advice would be to start small. Make sure your work is well considered, as resolved as possible and offering something new to the market.
It's important to walk before you run. For example, we only did outerwear for four years before broadening our range.
Watch your Waste
Finally, I would ask young creatives to consider what they can be doing to consider their waste, whether this could be going to charity or being made into something else!