Article: Sustainability at SW19London.com
Sustainability at SW19London.com
Let's be clear, SW19London.com does not claim to be a sustainable brand...but we are trying to change.
It's such a buzz word these days but what does Sustainability mean to us?
A few years ago we watched Stacey Dooley's BBC3 documentary "Fashion's Dirty Secrets" a shocking exposé of the rampant environmental damage caused by an insatiable appetite for cheap fashion.
Once seen it was impossible to ignore the appalling impact of the global fashion industry and for us to continue working in the same way.
We resolved to source brands manufacturing in a thoughtful, eco-friendly way and to look a little deeper into their production processes.
We looked for: • Renewable plant based fabrics such as: Ecovero Viscose, Tencel / Lyocell, Modal, B.C.I. (Better Cotton Initiative) Cotton, Organic Cotton, Bamboo. • Recycled fabrics such as: Polyester from plastic bottles or wool blended with recycled fibres. • Packaging that is biodegradable or recyclable. • Ethical trading practices.
We reduced: • New synthetic fabrics such as Polyester or Acetate, products of the petrochemical industry. • Dry clean only clothes - a costly process using harmful chemicals.
Exceptions: • Synthetics used for technical performance such as waterproof raincoats. • Or blends with cotton or wool to perform better in the wash, avoiding the need for dry cleaning.