While fashion is one of the most polluting industries in the world, initiatives are emerging in France to promote ethical and sustainable fashion. With the Covid-19 crisis, which prompted the French to review their consumption model, new projects and ideas emerged. On Europe 1, several entrepreneurs presented their start-up or their slow fashion initiative on Tuesday , a textile market more respectful of the environment and human values.
Clothes made from plastic bottles
These new arrivals on the slow fashion market work in particular on raw materials. This is the case of Clément Pelletier, founder of Polytesse, a brand that offers sweatshirts, T-shirts and even socks. Apparently, nothing seems to differentiate these products from those usually found in stores. Because the added value of the pieces is hidden in the fibers of the fabric.
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"These are clothes made from polyester," explains Clément Pelletier. An unusual polyester since it comes from "recycled and sustainably recycled plastic bottles but also from crushed clothing", adds the founder.
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❤️ Fitted or rather loose, this burgundy recycled sweatshirt adapts to all styles ❤️ or It will be delivered with a label seeded with flower seeds or aromatic herbs! In pre order on https://ulule.com/polytesse! It was designed in Beaune, woven in the north of France and made in Loire ❤️ Do you like it? #parpolytesse # clean #environment #savetheplanet #oceanprotection #ilovenature #ecoresponsible #economiecirculaire #clothingfemme #clothingman
A publication shared by Polytesse ®️ (@polytesse_) on April 21, 2020 at 12:04 PDT
Indeed, around the world, a million plastic bottles are sold every minute, according to the entrepreneur. "They end up buried or incinerated so we can do something with this polyester," says Clément Pelletier. This material is transformed by Polytesse into yarn which will be used to knit new clothes.
The brand goes even further by designing eco-responsible clothing labels from flower seeds and aromatic plants. Because, according to Clément Pelletier, the label represents "the first waste of a piece of clothing".
Pieces created from neglected fabric
Another eco-responsible initiative based on fabric: the Ecclo brand. Rémy Renard, its founder, collects rolls of unused fabrics and then makes clothes signed Ecclo.
By going to meet the textile manufacturers, Rémy Renard realized that many rolls of fabric were not used. The goal is therefore "to go to the manufacturers who do not know what to do with these rollers and offer them a solution", he summarizes. New clothes will then be created from these ready-to-throw materials.
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Men's shirt: This first model was available in 7 colors. *** Between 6 and 28 copies could have been produced in the Vosges, depending on the quantity that remained on each of these rolls of fabric, set aside by an Alsatian weaver. *** You can find some copies of these shirts on our e-shop. You can also contact our partner stores in Paris, Lille, Lyon, Marseille, Bordeaux and Dijon to check if they do not have a last copy in stock (contact details at https://ecclo.fr> partners> points of sale) Photo @remi_tollov #editionlimitee #chemisehomme #moderesponsable #madeinvosges
A publication shared by Ecclo | disabled clothing (@ ecclo.fr) on May 20, 2020 at 12:35 PDT
Give a second life to your old clothes
For her part, Caroline Charvet works not from fabric but from clothing. Thanks to her start-up, Renaissance, she promises to give a second chance to pieces that are no longer worn. This is called upcycling . "Renaissance is an application that allows you to transform a piece of clothing next to your home," she explains.
No need to recycle the fabric: a freelance stylist is responsible for studying the possible patterns upstream. "Then, on the application, the customer will be able to choose the transformation pattern that they like the most," explains Caroline Charvet. Last step: the client goes to a partner couturier to drop off their piece which will be deconstructed and reassembled. Jeans can for example become a denim skirt.
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The application is still being prepared but it should be released in January, according to Caroline Charvet, who plans to launch a crowfunding campaign to create pre-orders.
Rent your clothes to pollute less
If some players base their business on a greener raw material, others rely more on the rental of clothing and accessories. This is the strategy chosen by Anne-Claire Chanvin, co-founder of Apprêtés.
On its website (which will be launched on Tuesday), it is possible to choose a subscription from three offered, ranging from 59 to 109 euros per month. "These subscriptions give you a certain number of credits to be used freely in the catalog, knowing that each item of clothing is worth a certain number of credits", she describes.
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THANK YOU ❤️ We will never tell you enough, a huge thank you for your support, your energy, your messages during this whole campaign which will remain a key moment of our adventure! We knew we were going for a real marathon, but we were far from imagining that it would be a bit shaken by containment measures, which resulted in us extending the duration of the campaign, and canceling all the events that we had planned. But thanks to you we have been able to bounce back, rethink our way of communicating, keep in touch with the brands that trust us and always see further to prepare you to change your mind! So thank you for all your encouragements that boost us every day to move the fashion lines, thank you for these 62 days of madness, it is the very beginning of a crazy adventure and we are so happy to share it with you ! And again a huge thank you to our loved ones who supported us 1000% from the first to the last minute of this campaign ❤️! We now have our eyes riveted on the launch of the site, we are really impatient to make you discover it! - #AppretezVousAChanger #Lesappretes #Crowdfunding #Kisskissbankbank #Nextstep #Move forward #Thank you #Entrepreneur #Moderesponsable # Modedurable # Sustainablefashion # Locationdeviments #Jenelachetepasjeleloue
A publication shared by Les Apprêtés (@ les.appretes) on May 7, 2020 at 10:43 am PDT
By renting these clothes available for men and women, Anne-Claire Chanvin wishes "to allow everyone to take pleasure in dressing while reducing its environmental impact". The rental allows for example not to buy clothes that we will wear very little, such as a dress for a wedding or another special occasion.
Other eco-responsible criteria are also taken into account. "We favor brands that produce locally and use recycled and human-friendly ways," she explains.