10 January 2017
The Weekly
England

Selfridges is starting the New Year by putting a spotlight on a fresh selection of smart fashion designers with clever ideas who are helping to save the planet, one beautifully made garment at a time. The Material World project, launching on Monday 9 January, supports 8 bright young designers and is part of Selfridges' ongoing commitment to do the right thing through its permanent campaign called "Buying Better, Inspiring Change". The new project will investigate eight different fabrics - leather, denim, plastic, wool, viscose, cotton, luxury fibres, and linen - and examine how the creation processes could be less harmful. The eight fabrics will each be paired with a fashion label to help showcase the findings. An exhibition, 'Material World', will show off the findings of this project in Selfridges' recently refurbished Oxford Street flagship, taking over both the windows and the retailer's social media until the beginning of March. For the campaign, fashion label Tortoise developed a denim washing method that will reduce both the water consumption and the use of harmful chemicals. Eyewear designer Dick Moby created a series of sunglasses made with entirely recycled materials. Tengri created yak hair sweaters that would support Mongolian farming communities. British label Le Kilt has taken on wool as its fabric, investigating the heritage and the preservation of traditional kilt techniques. Swedish label Deadwood has created bespoke leather jackets out of entirely recycled leather. Selfridges will also introduce Community Clothing pop-up shops to each of its stores (in London, Birmingham and Manchester). The Material World project will explore current problems and their impact as well as presenting solutions and ideas, with honesty, humour, in a retail environment. During Material World, Selfridges will engage estabished brands to tell their material stories and position provenanc and production at the forefront of fashion retail. Material World runs until end of March. Selfridges has previously embarked on ventures to up its sustainability footprint. In 2016, the retailer launched a 'Bright New Things' initiative that would feature designers who worked to create garments with sustainable practices.

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