Fashion has been somewhat slow to mastermind viable – and desirable – animal-free alternatives to materials such as leather and suede, but this week the resolve picked up momentum.
On Tuesday, Helsinki fashion week banned animal-based leather as of 2019. The decision was to take “an active stand against cruelty to animals and the damaging environmental impacts that the use of animal leather brings with it”, said its founder, Evelyn Mora. Later in the week, the Paris-based sustainable trainer brand Veja showed that consumers are willing to do the same, as it revealed its turnover for 2017 has increased by 60% year-on-year to €18m (£16m). Its vegan collection, introduced in December 2016, features materials such as B-mesh made from recycled bottles, synthetic suede, wild rubber and recycled jute and is a significant part of its offering.
Established in 2003, the French label – which also sells trainers made from real leather – has proved to be one of the most covetable brands in the last two years, buoyed by ethical credentials that the fashion industry is increasingly seeking out.
“Ultimately, brands still need to show great design and good quality, as well as sustainable credentials, so we’re very thoughtful about who we pick up. It’s a joy to come across Veja who have the whole package,” said Lisa Aitken, the retail fashion director at Net-a-Porter, which began stocking the label in January. The online retailer also stocks Budapest-based Nanushka, which was established by the London College of Fashion graduate Sandra Sandor in 2005 and introduced a £460 machine-washable quilted vegan leather jacket (£460) in its pre-autumn/winter 2018 collection.
For more read the full of article at The Guardian
