25 February 2019
The Weekly
England

Selfridges is standing behind a new roster of up-and-coming designers, with its ongoing "Bright New Things" initiative. For spring 2019 the retailer is putting the focus on sustainability and championing the likes of E.L.V Denim, Permanent, Good News Shoes and Stay Wild, as part of the initiative. Each brand is approaching the issue from different angles. E.L.V is taking on denim. The brand chose to upcycle vintage finds and patching different pieces together to create new, distinctive styles, often featuring panels of contrasting colors or splatters of acid wash. Good News Shoes is using recycled rubber soles, the brand also doubles up as charitable foundation. Stay Wild is inspired by the ocean and the beauty of the female form in all of its shapes, and wants to celebrate both in perfectly cut swimwear. It's also working toward an ambitious zero waste policy, producing their minimalist swim wear by reusing waste fabrics, such as plastics from disused fishing nets. The new brands this season will be joining other Bright New Things alumni, including KITX, Charlie Feist, Naadam and Ecoalf. They will be stocked both in store and on selfridges.com.

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