SUSTAINABLE FASHION: a Myh?

Affordable fashion that is also ecofriendly is a work in progress

- GEZZY S. SIBISI

Over the last decade we've witnessed major brands, designers and retailers shift to more environmentally friendly materials and manufacturing processes. The term 'sustainable fashion' refers to the production and marketing of clothing, accessories and shoes with a focus on social responsibility and the environment. It considers the entire life cycle of a product, from design, sourcing and manufacturing to its use and disposal.

One person emphasising sustainable fashion is Shamyra Moodley, the creative director of LaaniRaani, an independent sustainable fashion brand in Cape Town. Running production from her home studio, Shamyra's entry into fashion was as a blogger going on a 'fashion-buying diet. Her choice to not purchase any new clothes led her to be innovative and upcycle old fabrics to create her own clothing, which later defined what sustainable fashion means to her.

"As a designer, sustainability affords me the opportunity to challenge my creativity to the max - and the bonus prize is of leaving a positive legacy for our planet and its people." At LaaniRaani, each garment is handcrafted from T-shirt yarn, vintage saris and fabric waste, which earned her Twyg's Sustainable Award two years ago.

Jackie May, founder of Twyg, an NGO that promotes environmentally friendly projects, explained that the award is given to designers who use artisanal craft techniques, such as weaving, embroidery or botanical dyeing to create fashionable garments.

Africa is sustainable