Image Via : iucn.org

Our oceans are full of discarded plastic pollution, fishing nets, straws and so much other waste that is killing our marine life and destroying beautiful beaches. But some brands are taking action into their own hands and making use of this waste by incorporating it into their collections. You might not even know that your closet is full of waste plastic but if you have some recent pieces hanging up from Gucci, Stella McCartney or even Adidas, you could be wearing it right now!

Of course, it’s not as simple as pulling these raw materials from our oceans and slipping a needle and thread through them. The fashion brands making this statement are partnering with organizations dedicated to cleaning up our oceans and raising awareness of the destructive effect all this plastic is having on our ecosystem. Through these collaborations, they are able to transform ocean waste into sustainable materials such as Econyl that can be stitched and sewn easily. It’s a complicated process but Econyl is basically a nylon yarn that can be broken down back to yarn again and again creating a truly sustainable fabric. It’s also quite a beautiful fabric, ideal for functional sportswear garments and jerseys. One of the top organizations helping fashion designers with this quest is Aquafil. Working together with Healthy Seas, they pull out thousands of kilograms of fishing nets each month from seas and oceans, the send it to recycling plants in Slovenia to be spun into usable fabric.

Image Via : The Independent

Of course, it’s not just established brands who are attempting to be ethical and sustainable. Former Central Saint Martins fashion student Richard Malone has been called a rising star for using Aquafil’s materials in his collections. His most recent collection shown at London Fashion Week has been highly praised by not only the public but also by established media such as Vogue, claiming his collection has the opportunity to change how we buy fashion and why.

This shift towards sustainability has been dubbed the “Blue Planet Effect.” Thanks to the BBC series of the same name, Blue Planet aims to show the amazing wonders of our oceans, the incredible creatures and animals who call it home and also how our daily habits as consumers are causing horrific damage to habits, particularly our tendency towards single-use plastics. Once a popular wild life documentary series narrated by the soothing voice of David Attenborough and has now become an informative and transformative piece of research for many industries, including fashion. It’s also helped to inform consumers in the hopes of bringing more awareness to the table as to what the end result is for the things we throw away everyday. This in turn could make consumers think twice about the fabrics they’re buying and we all know that supply and demand are locked together.

Image Via : Moshimoshimind.dk

New comer Danish brand Moshi Moshi Mind is also using plastic pollution as their USP. One of their Winter coats for this season looks and feels exactly like a plush, down padded coat but is actually crafted entirely from plastic bottles removed from the ocean. The ￡225 price tag is also intriguing. In the past when fashion brands have attempted a similar strategy, a hefty price tag came with each garment, largely due to the strenuous processes used in order to make the fabric wearable and not entirely ugly. The ability to produce garments at an affordable price that look beautiful, are functional and sustainable is of course still in its infancy but it’s an amazing step forward for the industry. As techniques grow and the challenges of working with such fabrics become easier, this could become the norm for all fashion brands at some stage in the future, a potential full rebrand for the entire industry which is largely criticized for being a main contributor to pollution in very aspect of the word.

Athleisure brand Girlfriend Collective is also sourcing retrieved plastic bottles for their collections. They are helping to clean up Taiwan which was once known as garbage island, transforming the abandoned plastic bottles into a baby soft fabric that needs to be felt to be believed. Their signature pieces include seriously comfortable leggings and body forming sports bras, promoting that women can not only spend their hard earned cash on athleisure wear but also make a difference at the same time. On the flip side to this “new way of thinking” upmarket shoe brand Timberland has been quietly using recycled plastic bottles for the soles of their boots for years! They have recently become more vocal about their efforts to be sustainable and have even pledged to make 100% of their footwear from organic or recycled material within the next couple of years.

 Image Via : refinery29

There are many small business brands who are producing any number of products onto the market with sustainability and reclaimed ocean waste at the forefront. From t-shirts to jeans, tote bags, designer sunglasses and even swimsuits can all be purchased, safe in the knowledge that your money is actually helping the environment at the same time as allowing you to look chic and on trend. So next time you’re in the market for a new dress, a winter coat or a chic pair of lenses, why not check out our list of guilt free brands.

·         Sea2See – Designer sunglasses and opticals

·         Fair Harbor – Swimsuits and athleisurewear

·         4Ocean – Jewelry

·         The Tropics – mens swimwear

·         Rothy’s – Footwear

·         Bionic Yarn – ready to wear

·         Riley Studio – ready to wear