The journey to being environmentally conscious in the fashion world begins with quality, awareness, and research. Highlighting sustainability opens the doors to conversations surrounding long-term wear, wardrobe classics, and even spotlights the creation process piece by piece- If you’re like many who have made the conscious decision to live a more eco-friendly life, you won’t be a stranger to the extensive lists of no-nos and very few lists of yes-es. When your shopping experience starts to look more and more like a list of red flags, here’s some regional green brands you’ll always be able to fall back on.
Let's shine some light on a green brand, SOUND.ON, an up-and-coming streetwear brand that specialises in upcycling vintage, deadstock, and pre-loved clothing. By using deadstock and otherwise already existing items and textiles, this brand creates unique, one of a kind and environmentally friendly upcycled pieces. By reducing, reusing, and recycling items that would otherwise end up harming the environment, SOUND.ON offers consumers creative, unique, and long-term wear options that stand out.
If it’s the little things you’re looking for, then sustainable jewellery is also on the market - say hello to Fyne Jewellery, an accessory brand that is made-to-order, ethical, and created to last forever.
From the non-violent methods of harvesting silk for their packaging ribbons to the diamonds they source without mining, this delicate jewellery brand is also a UAE birthed beauty. Ditch the mass produced necklaces and rings, switch to neat and minimal production chic classics that will last you a lifetime with the proper care.
Another fabulous regional favourite is lebanese-founded, Qatar based RONI HELOU. Tying androgyny with vintage style, this conscious design house also acquires all their used materials locally- materials being deadstock from old Lebanese factories and vintage items. Along with this, the extra mile is walked with plant-based packaging and the message of ‘Regenerative Sustainability’, wherein action is taken not only by reducing, but also implemented by restoring. This forward thinking brand also has statements about every aspect of their environmental policy, right down to their employee’s commute to work.
Street style and sustainability seem to go hand in hand, but there is a whole world of elegant femme fashion that is also green and eco-friendly. Take BY Sadeem for example, a Saudi fashion brand specialising in esteemed feminine designs all while practising sustainability.
Here, we can truly see the effect going green has on the quality of items- each garment is meticulously created, and care is taken in each step of the production line. Truly pushing the approach that living an environmentally friendly life can easily include luxury, BY Sadeem compels us to keep our perspectives broad- after all, fashion is a tool of confidence. Using materials sourced by ethical companies that match Sadeem’s beliefs, this KSA star’s garments are made with non-toxic and biodegradable fabrics such as silk, and are inspired by classic poised and chic ready-to-wear in Riyadh.
Last but certainly not least, if you’ve had an eye on sustainable footwear, this conscious Cairo born label is a rapidly growing eco-friendly name: Up Fuse. Creating items from footwear to backpacks, handbags, and more, this community based brand focuses on supporting the creatives in Egypt as well as pushing corporations to go green.
Using recycled plastics from bottles, bags, and even the material of discarded tires, the label strives to give its consumers peace of mind knowing their purchases play into the bigger picture. Skipping on the mass production as well, we see careful designs and high quality coming from this North-African brand.
The beauty of slow fashion lives in the level of quality and care that goes into creating those pieces- pushing away from fast fashion and abandoning the idea of rapidly changing trends, it can be daunting to stray from the likes of what’s ‘in’ and opt for something a tad more on the classic or even collectable side. Fashion is not only a statement of visual aesthetic, but is also a notion of comfort, quality, awareness, and art. Used as an expressive tool, it might be time to start dressing according to who you are- not who trend cycles will have you be.
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