Reserved launches eco-friendly collection to offset fashion industry damage
Polish fashion brand Reserved has launched a new collection that seeks to be gentler on the planet.
Using natural and recycled fibres, it offers a spring wardrobe that combines concern for sustainability with style.
From how fibres are produced to how clothes are dyed, the fashion industry is one of the world’s most polluting.
It is responsible for 10 percent of humanity’s carbon emission.
Although clothes have become cheaper in recent decades, this has come at an environmental cost. Often, clothes are bought for a special occasion, such as a holiday or party, before being forgotten or discarded. Many end up in landfill.
As awareness of fashion’s environmental cost rises, some companies are trying to reduce their footprint by experimenting with more sustainable materials or production methods, from recycled fibres to dying techniques that use fewer harmful chemicals.
This is the idea behind the new Sustainable Premium Collection for spring-summer 2020 released by Polish brand Reserved.
Part of Gdańsk-based clothes group LLPP, which owns five fashion brands, it has 460 shops worldwide in cities from London to Moscow. It sells over 210,000,000 items of clothing per year.
This massive international scale means that the company's decisions can have an environmental impact well beyond Poland’s borders.
The collection features classic pieces in light tones designed for the longer, warmer days ahead, from an airy white dress to neutral-coloured jackets, which the brand describes as “feminine chic based on simple styles, but in a modern version”.
The palette is largely neutral – primarily white, off-white and black – with a few items in green or lilac. It includes sets that are not only designed, but also produced in Poland, such as a tailored beige blazer and matching miniskirt. The clothes can be bought online or in selected Reserved branches.
The company’s designers chose natural or more sustainable materials, such as organic cotton and Lyocell-Tencel™, a material made from cellulose fibre that is durable, breathable and suitable for people with allergies.
The collection also features items made from recycled polyester, which is a synthetic fibre, but which avoids using new materials to create the fabric.
With their simple cuts and neutral colours, the clothes are designed to be mixed and matched.
According to the brand, “their biggest advantage is the possibility of combining cuts that will look fashionable and modern in any version”. In this way, customers can have a set of new outfits for the spring – without having to buy a new wardrobe’s worth of clothes.