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As we navigate through the complexities of the modern fashion industry, it becomes increasingly clear that sustainability cannot simply be a buzzword, it must be a core principle driving the very fabric of the sector. Regenerative fashion is a movement that seeks not just to mitigate harm but to actively restore and rejuvenate our planet. This blog post delves into what regenerative fashion really means, why it is pivotal for the future of our planet, and how it represents a significant shift beyond traditional notions of “eco-friendly.”

A New Approach to Fashion

Historically, fashion has thrived on a linear model: take, make, and dispose. This model has led to the depletion of natural resources, exploitation of labour, and overwhelming levels of waste. However, as awareness of these issues grows, so too does the understanding that one dimensional solutions are insufficient. Regenerative fashion offers a holistic approach, one that transforms the industry from a destructive force into a healing entity.

Defining Regenerative Fashion

At its core, regenerative fashion is an innovative and holistic approach that seeks to renew and restore ecosystems and communities. Unlike sustainable fashion, which primarily focuses on minimising negative impacts, regenerative fashion actively works towards creating positive impacts. This encompasses not just the production processes but also the sourcing of materials, manufacturing, distribution, and the final lifecycle of the garments.

The term “regenerative” goes beyond environmental considerations; it also embraces social equity, worker rights, and community engagement. In the UK, initiatives are emerging that address not only the ecological impact of fashion but also its social implications, aiming for a more equitable industry.

The Principles of Regenerative Fashion

1. Materials Matter: Regenerative fashion often prioritises the use of materials that can enhance biodiversity and soil health. Natural fibres that are grown without harmful pesticides or synthetic fertilisers, such as organic cotton, hemp, and linen, help regenerate soil quality. Brands are increasingly exploring materials that not only reduce negative impacts but contribute positively to the environment.
2. Circularity: A cornerstone of regenerative fashion is circularity. The idea is not just to recycle but to design garments and systems in such a way that products can easily be returned to the earth or reused without losing their value. This can mean incorporating elements like take back schemes or designing for longevity and reparability.
3. Community and Collaboration: Regenerative fashion places a strong emphasis on local communities and ethical manufacturing practices. Brands are beginning to work closely with local artisans and worker cooperatives to ensure fair wages and safe working conditions, thus re-establishing a connection between producers and consumers.
4. Transparency: Consumers are becoming increasingly conscious of where their clothing comes from, who made it, and how it impacts the planet. Regenerative fashion champions transparency by encouraging brands to share their supply chains openly, as seen with several UK companies embracing traceability.
5. Ecosystem Restoration: Perhaps one of the most revolutionary aspects of regenerative fashion is its commitment to ecosystem restoration. This involves practices like regenerative agriculture, which not only avoids damaging the environment but actively restores it. For example, the use of permaculture techniques can enhance biodiversity and improve the health of the soil.

Why Regenerative Fashion is the Future

The implications of adopting regenerative fashion practices extend far beyond shopping choices. Here are several reasons why regenerative fashion is not just a trend but the future of the industry.

1. Addressing Climate Change

One of the most pressing challenges of our time is climate change. Traditional fashion is a significant contributor to greenhouse gas emissions. In contrast, regenerative practices can play a crucial role in combating climate change. Increased soil health through regenerative agriculture can result in higher carbon sequestration, providing a natural solution to offsetting emissions.

In the UK, initiatives like The Sustainable Fashion Collective are educating designers and consumers about carbon footprints and the importance of buying less and better. By choosing brands that embody regenerative practices, consumers can contribute to a larger collective movement focused on environmental restoration.

2. Consumer Demand for Change

As younger consumers become more environmentally conscious, they are increasingly demanding transparency and ethical practices from brands. According to a report by Deloitte, many millennials and Generation Z shoppers are prioritising sustainability in their purchasing decisions. Brands that do not adapt may find themselves obsolete.

In the UK, the exponential rise of second hand shopping platforms and rental services reflects this shift. Consumers are rethinking ownership and valuing experiences over fast fashion purchases, signalling a fundamental change in how we engage with clothing.

3. Economic Viability

The growth of the circular economy presents significant economic opportunities. By embracing regenerative practices, brands can reduce costs associated with waste disposal and resource extraction. Additionally, focusing on local, regenerative supply chains can stimulate local economies, creating jobs and fostering community resilience.

The Role of UK Fashion Brands

The UK has emerged as a fertile ground for regenerative fashion initiatives. Several pioneering brands are leading the charge, showcasing that it is possible to create beautiful, lasting fashion while adhering to regenerative principles.

1. Vivienne Westwood

Vivienne Westwood, a stalwart of British fashion history, has long been an advocate for sustainability. In recent years, the brand has embraced regenerative principles, focusing on responsible sourcing and production. Westwood’s commitment to activism aligns with a growing trend within the industry, proving that high fashion can lead the way in the movement towards regenerative fashion.

2. Stella McCartney

Stella McCartney has consistently pushed the boundaries of sustainable fashion. By integrating sustainable materials and ethical production into her collections, McCartney embodies a regenerative ethos. Through collaboration with organisations focused on environmental restoration, her brand is setting benchmarks for what is possible in the fashion industry.

3. People Tree

As one of the pioneers of ethical fashion, People Tree has long advocated for sustainable and fair practices. They focus on organic and Fair Trade materials, demonstrating the potential for clothing brands to make responsible choices that benefit both people and the planet. People Tree’s initiatives serve as an inspiration for future generations of designers and consumers alike.

How Can You Participate in the Regenerative Fashion Movement?

1. Educate Yourself: Understanding the principles of regenerative fashion begins with education. Engage with literature, documentaries, and online forums that discuss sustainable practices in the fashion industry.
2. Support Ethical Brands: Seek out brands actively working towards regenerative practices. Supporting local businesses and brands that prioritise environmental stewardship contributes to the success of the movement.
3. Reduce Consumerism: Shift your mindset from “fast fashion” to curated and intentional purchasing. Choose quality over quantity, and consider second hand options.
4. Engage in Dialogue: Participate in community discussions and forums about sustainable fashion. Advocate for transparency and accountability in the brands you purchase from.
5. Participate in Local Initiatives: Get involved with local regeneration projects or initiatives that promote environmental restoration. These could range from tree planting to community clean ups, allowing you to make a tangible impact.

The Challenges Ahead

While the promise of regenerative fashion is vast, it is essential to acknowledge the challenges that lie ahead. Transitioning from well established practices in the fashion industry requires significant changes in consumer habits, business models, and regulatory frameworks.

1. Habitual Change: Shifting consumer mindsets away from fast fashion and convenience will require extensive education and awareness raising campaigns.
2. Investment and Resources: For brands, transitioning to regenerative practices may necessitate increased investment in research and development, as well as new technologies for sustainable processes.
3. Policy Support: Regulatory frameworks in the UK and globally will need to evolve to support and incentivise regenerative practices whilst holding brands accountable for their impact on the environment.

Conclusion

As we delve deeper into the 21st century, the notion of fashion must evolve. Regenerative fashion offers a promising pathway forward, challenging the status quo and inviting us all to rethink our relationship with clothing. By actively restoring ecosystems, fostering communities, and engaging in ethical practices, we can transform the fashion landscape into one that nurtures and heals rather than harms.

The future of fashion is regenerative, and as consumers, we hold the power to usher in this new era. Through conscious choices and a commitment to support brands that align with regenerative principles, we can champion an industry that respects the planet and creates a positive legacy for generations to come. The appeal of regenerative fashion goes beyond mere aesthetics; it invites us to partake in a more significant journey towards resilience, sustainability, and ethical stewardship of our world.

Embracing this shift is not just a choice; it is a responsibility. As we look towards the future, let us choose to be part of a movement that promises not only to sustain but to regenerate. Together, we can weave a new narrative for fashion, one that not only values beauty and style but also reveres the health of our planet and its people.

Rolf Skeldon is a sustainable luxury menswear brand based in Machynlleth, Wales. Originally launched in 2020 as Kickass Softwear, the company rebranded after finding that “cheeky” name made them difficult to find on search engines. 

Brand Highlights

• Mission: Focuses on creating “enduring styles” meant to last longer than a single season to reduce environmental impact.
• Production: All items are proudly crafted in the UK through a network of small scale manufacturers to support British craftsmanship.
• Sustainable Materials: The brand utilises natural, single fibre fabrics and reclaimed textiles, including:
  • Organic cotton
  • SEAQUAL® yarn (made from upcycled marine plastic)
  • Remill® recycled textiles
• Product Range: Includes luxury boxer shorts, joggers, sweatpants, t-shirts, and swimwear.