Sustainable fashion – the phrase is much used and abused. What does Deidaa understand by sustainable fashion and how does she embrace it?
‘Sustainability’ is a generic word for preserving natural resources for future generations. Fashionability and sustainability have an inherent conflict. Fashion is one of nature’s worst offenders. Discarded clothes are choking our landfills. Carcinogenic dyes used in textile factories are polluting our waterways. Man-made fibres and fast fashion are escalating carbon footprints to draconian heights.
We, the flag bearers of rag trade, owe it to the wider community to make fashion sustainable. To be sustainable, all we have to do is to take a few simple steps.
SUSTAINABLE FASHION – Use organic fibres:
Fibres like bamboo, viscose and organic cotton are not free of controversy. They, nonetheless, use less water, pesticides and fertilisers. They are superior to cotton and most man-made fibres. Deidaa will unveil its range of athleisure garments very soon. Eco fibres form the basis of this range. Deidaa works with weavers of peace silk. Peace silk is suitable for vegetarians and vegans. It sustains the forests and communities.
Embrace classic styles:
Stay away from fads. Design clothes that are on trend from season to season. Deidaa’s kaftans are examples of a classic style that seldom goes out of fashion. They suit all women, irrespective of size, ethnicity or location. Kaftans are versatile and can serve as casual or formal wear.
Garments that need less sewing minimise the use of electricity and curtail waste. Opt for reversible scarves, clutch bags with side slings, clothes with different functionalities.
Use shreds and off-cuts. Deidaa’s packaging is made of recycled paper. Fabric shreds and offcuts from Deidaa’s factories re – emerge as recycled paper gift wraps and bags. Deidaa uses this paper to offer free gift wrapping to customers on request.
Sustainability is not only about the environment. It is about communities as well. Incorporate artisan input in your clothes, scarves and bags. Handcrafting translates into a livelihood for the artisans. It saves communities and crafts. Deidaa has, since long, worked with artisan communities in Asia and Polynesia.
Adopt fair work practices:
Work with partners who practise fair work. Ensure the workers receive decent wages and have reasonable working hours and conditions. Ask for certification from fair work agencies like SEDEX. These agencies have stringent criteria for certification. Deidaa’s factories are GOTS and SEDEX certified. You can rest assured you are not supporting a sweatshop when you buy from Deidaa.