Supermarket giant enters collaboration with ethical clothing pioneers From Somewhere
We recently told you about ethical fashion label From Somewhere here. The eco clothing label has recently collaborated with UK retail giant Tesco to create a line of recycled clothing for the Florence & Fred label.
The collection – made up of just six pieces – is made from end of line Tesco stock which would otherwise end up in landfill, and is being produced in one of the most environmentally-friendly factories in the world. The clothes are being produced in a “green” factory in Sri Lanka – the first in the world to be awarded a gold rating for environmental responsiblity by LEED, the international green building certification system.
The idea came from the supermarket giant after a visit to From Somewhere’s collection at Estethica, the London fashion week ethical fashion showcase. Tesco’s plan is to recycle waste within its own supply chain while still keeping its fashion credentials.
“The really exciting thing about the From Somewhere to F&F range is that it’s not just great for the environment – it’s great fashion, too,” Jan Marchant, the buying director for Tesco Clothing, said.
But while the benefits for Tesco are obvious – associating themselves with a commitment to environmental responsibility and recycling – why would one of the UK’s most respected ethical fashion labels agree to team up with a global giant not generally known a light carbon footprint?
The From Somewhere and Estethica founder and designer, Orsola de Castro, said she took the view that reclaiming and “upcycling” fabric should be made more accessible, and that any effort by huge retailers to take responsibility for their waste should be encouraged.
“I have always believed in infiltration,” she said. “We put Estethica right at the centre of London fashion week – four years ago, this was unimaginable. Making the world’s second-biggest clothes manufacturer start to look at their own rubbish is the same. It looks odd, but it will become part of the norm. Of course, right now this minute it is more of a marketing exercise, but at least it’s a greenwash at 30 degrees – it will take a long time to make the industry take responsibility and truly improve.”
The collection itself is true to From Somewhere’s signature look, with body-con shapes and bright colours that will appeal to the teenage and twenty-something market. The prices, which start at £16, are attractive too.
And while sceptics may frown at the collaboration, Orsola argues that anything that gets ethical fashion into the mainstream can only help. People Tree’s recent collaboration with the film star Emma Watson, which we told you about here, for instance brought an explosion in sales for the company.
This most recent collaboration also follows more recent efforts by Tesco to improve their green image. Last month, the company opened its first carbon zero store in Ramsey, Cambridgeshire, and pledged to spend more than £100m with green technology companies. Sceptics would argue that, with £1 in every £7 spent in the UK spent in Tesco, the supermarket giant can afford it.
Source: Envirolib
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