As the attached picture highlights, the circular model is the most sustainable method of fashion consumption. We know you (our customers) are all about the pursuit of sustainability, so this year we want to cater completely for you (our circular fashion conscious consumers).

Up-cycled and GORGEOUS  pre-loved items will become our rallying cry, to say "No more throwaway fashion!" . Together, we will pressure the fashion industry to change how fashion is made and inspire our peers (because you look totally fabulous) on how it should be consumed. 

To check out the up-cycled and pre-loved items added so far, go to the Marjas  section on our home page. 

Note:  A ‘circular fashion consumer’ is a person who appreciates the true value of a garment, a pair of shoes, or accessory, including all work that lies behind and all precious natural resources that have been used throughout its supply chain. He/she aims to hold on to its belongings for as long as possible, and to use them a maximum number of times during their lifetime. In all, he/she wishes to contribute to a fashion industry that is ‘circular as opposed to linear’, in which nothing goes to waste and everything is utilized, reutilized, repurposed and recycled in the most effective and sustainable manner possible. (http://www.greenstrategy.se/what-is-circular-fashion-2/)

#Togetherwecan #Circularfashion #Fashrev #Sustainablefashion #Awarenessiskey

Image credit : @circular.flanders 

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Our goal for 2018 for ‘Aware… social design project’ is to highlight how waste is a design flaw.

Unfortunately, many materials are wasted during the production process. Over the past two years myself and many of the designers that I work with have discovered that waste can be a resource. We have made use of discarded and remnant materials by making purses, bags, accessories and bears.

Our focus on timeless styles, and quality construction is very much a part of our goal to minimise fashion waste. This is because most of post – consumer waste is created by poor design and quality.

This year we want to challenge ourselves even further - we want to try to close the loop on fashion waste and help others do this too. This will be done with ‘Marjas’ a collaborative label between ‘Aware…the social design project’ and ‘Cranky Frankie’. You can read about the journey of this partnership via this link: https://projectsbybree.weebly.com/blog---marjas .

The next step is challenge the system; to do this we need to change the culture that it thrives on. That is why this year our awareness focus will be to show others how to think differently about their clothes. Our catchphrase is “awareness is key” to change things, so much of our content will be addressing this area. Also, this year Yvie will be focusing her talks on these issues.  

We still want our customers to continue to love fashion and continue to embrace it as a way to creatively reflect individuality, but, we want everyone to question the habits and the impact this has on our planet. We want to lead consumers towards a revolutionary way of thinking, that value is not defined by the latest trends but by the beautiful stories behind our clothes.

Finally, we want everyone to learn to love their clothes, rather than lust after the temporary high created by the consumption process and the newness of things. We want to help start a love affair with clothes, one that results in a long-term commitment, so they are mended, restored and redesigned, so that the beautiful story continues into something of importance and great value. To facilitate this, we will be holding “Love Clothes” gatherings. Here we will learn and inspire each other to reuse, swap and repurpose what we have.

This is going to be a VERY exciting year!!!!!!!  

Today I had a customer at my shop tell me they loved the clothes, but it was just too expensive. This was for a $79 hand embroidered tunic that would have taken at least 40+ hours to embroider. In the modern age this work could be done by machine and sold for $40 (which would make me more profit than the hand embroidered version). But in my opinion producing such a garment is perhaps, although still beautiful, it's lacking something, something that gives the owner the pleasure of wearing art and culture.

The pleasure derived from an artisan made garment comes from three elements: - the textile must be made responsibly, sustainably and with soul. By that I mean, the fabric is environmentally sound, there has been no human or animal violation (physical or pollutant) and finally it was crafted by an artisan. There is something delightful in knowing you are wearing an example of human excellence, that you are contributing to preserving a dying skill that has been passed down for generations. That is why our range 'Awear...social re- design' and the labels of those that I support are organic, hand block printed, hand loomed and/or hand embroidered. Yes, this does make the garments more expensive, because it is more labour intensive. But that is the value !!! – The human value, the cultural value... Its the the soul of the piece.

To illustrate think of the handwoven fabric, that takes technique and skill, then that of a mill that uses automation with a factory floor filled with machines making the same thing but 20 times faster with ease.

If a designer was to think efficiency and economies of scale, they would pick the mill. The designer who wants their clothing to have soul will pick artisan produced, ethical and eco.

Thankfully there are people who want clothes with soul, because without them, the fashion industry would be filled with clothing that is after making savings, where the product is automated, exploitative and culturally void.

Love,

Yvie

PS Here are some articles if you want to know more about the fabric textile industry:

Professor R.S. Balakumar, Handloom Industry in India: Facing Challenges in Recent Time, 2017 http://textilelearner.blogspot.com.au/2017/04/handloom-industry-india.html

 Leon J. Warshaw , THE TEXTILE INDUSTRY: HISTORY AND HEALTH AND SAFETY, Chapter 89 - Textile Goods Industry, http://www.ilocis.org/documents/chpt89e.htm

Welcome to our new online store!

We are excited to launch our new website along with our in-house label "Awear...social Re-design". Our label follows the 10 principles of Fair Trade, it’s organic, it preserves traditional artisan skills, while also being edgy and yet still remains timelessly stylish. We are very proud of this collection :). It has been designed and made to a quality standard so our frocks can be loved and worn for a long time.

This web site also includes labels that we collaborate with and whom we know without doubt also follow the ten principles of Fair Trade, as outlined by the World Fair Trade Organisation:

Here are a few images of this journey so far....

This journey can be followed by clicking the images below. The blog image will take you to our advocacy blog page and the other image will direct you to our Facebook page.

Love,

Yvie xo