Sustainable Fashion

Think Ocean was pleased to showcase a collection during London Fashion Week September 2024 that highlighted our commitment to people and the planet.

Our collection was a collaborative effort, using a variety of materials, including recycled plastics, natural fibers, and biodegradable composites. Our aim to showcase creativity with waste, promote environmental awareness, and encourage the development of circular economy and sustainable practices and to gain support for projects globally, using fashion as a bridge.

We also highlighted pieces that empower women in contemporary society, and showcased a few pieces from our collection made from retrieved marine plastic, discarded fabrics and garments, off-cuts and throw-aways.

Below are some of the ways in which we integrated different fabrics.

Denim

The denim fabric used in the collection was upcycled from post-consumer denim waste. Old jeans and denim products that would have otherwise been discarded were carefully collected and repurposed. The upcycling process involves sorting, shredding, and reweaving denim fibers, allowing them to be transformed into new garments while preserving the durability and texture that denim is known for. Upcycling denim is a highly sustainable process as it significantly reduces water consumption. Conventional denim production is notoriously water-intensive, requiring up to 10,000 liters of water to make a single pair of jeans. By reusing existing denim, we drastically cut down on the need for water, chemicals, and dyes. Additionally, by diverting denim waste from landfills, this process helps reduce textile waste and lowers greenhouse gas emissions associated with decomposition.

Copper

The copper elements in the designs were sourced from recycled electrical wiring and industrial waste. Instead of extracting new copper, which is energy and resource-intensive, the decision was made to use upcycled copper for decorative and functional purposes. The recycled copper goes through a melting and purification process to ensure its quality, after which it is reshaped into usable components for the garments or accessories. This practice is not only sustainable but also environmentally responsible, as mining and refining copper contribute to habitat destruction, air and water pollution, and large-scale energy consumption. Using recycled copper dramatically reduces these negative effects while preserving the material’s natural beauty and conductivity.

Cotton

While cotton is a renewable resource, conventional cotton farming is often linked to environmental degradation due to heavy pesticide use and water consumption. In this project, the cotton utilized was either organic or upcycled from discarded garments and textile waste. Organic cotton is grown without harmful pesticides, synthetic fertilizers, or genetically modified organisms (GMOs), ensuring a lower environmental impact. It also helps maintain soil fertility and requires less water compared to conventional cotton.Upcycled cotton, on the other hand, comes from cutting-room scraps or used garments that were sorted, cleaned, and reprocessed into new yarns. By reusing cotton that has already been produced, this method not only conserves resources but also reduces waste in the fashion industry.

Plastics

We also used plastic blend fabrics which meets GRS standards, from Pakistan, with plastic being recycled from multiple collection locations – marine litter, landfills, recycling centres and with each metre of fabric having approximately 440g of plastic. We also used other types of recycled plastics have been incorporated into various components. For example, recycled HDPE (high-density polyethylene) plastics from packaging waste were repurposed into buttons, zippers, and embellishments. These elements add durability to the garments while contributing to waste reduction efforts. The recycling process for HDPE is similar to PET, involving sorting, shredding, melting, and reshaping.This approach helps to reduce reliance on virgin plastic and supports a circular economy in which materials are continually reused rather than discarded.

Waste Wood

To further emphasize the theme of sustainability, small pieces of waste wood were also integrated into the garments. These wood pieces, sourced from discarded or leftover materials from woodworking projects, were carefully selected and treated to be used as decorative elements, buttons, or embellishments in the garments. This innovative use of waste wood highlights the concept that materials considered waste can still have functional and aesthetic value when used thoughtfully. Incorporating waste wood into the designs not only adds a unique texture and natural element to the garments but also aligns with the project’s goal of reducing waste and repurposing materials that would otherwise be discarded. This practice reinforces the message that everything is not wasteful; it’s about finding the right way to use materials responsibly and creatively.

The upcycled and recycled materials used in our collection exemplify a commitment to sustainability and responsible production practices. It is our hope that we can encourage the public as well as brands to think about waste differently!

What Is sustainable fashion?

Sustainable fashion is a term for items of clothing made taking the human and environmental impacts of production into account to support a more just supply chain. It can also include items that are sold second hand to extend their life. And items sold second hand to raise money for causes that promote sustainability.

Why is sustainable fashion important?

Overproduction is a big problem within the clothing industry. Clothes produced cheaply and at mass scale leave a negative footprint on the environment. Whether through creation, transportation, or disposal. And according to The UN Alliance for Sustainable Fashion, the average consumer now buys 60% more clothing than they did 15 years ago.

We need to change the way we approach shopping, as with new fashion trends comes increasing demand for clothing that is quite literally unsustainable.

Sustainable Fashion Facts

The Environmental Impact on Fast Fashion

Landfills lie host to a mountain of perfectly wearable clothing. With so few clothes recycled into new textiles it’s time to take a different approach to how we dispose of our pre-loved items. We should all be considering a life less throwaway when it comes to our own wardrobes. By recirculating our clothes – buying and wearing pre-loved can reduce the demand for new clothes which in turn helps to reduce damage to our planet. NB! When synthetic textiles are landfilled or incinerated, they can leach harmful microfibres into the environment.

As well as being a feel-good way to shop for outfits that are new to you, choosing second hand clothing instead of new every time can be a positive step toward sustainability. By recirculating our clothes – buying and wearing pre-loved can reduce the demand for new clothes which in turn helps to reduce damage to our planet because as this parliament publication finds – when synthetic textiles are landfilled or incinerated, they can leach harmful microfibres into the environment.

Impact on people making clothes

Fashion Revolution’s Impact Report (2019) proves that most fast fashion brands can keep prices low by employing garment workers in developing countries from the poorest communities who are paid below the living wage.

The demand for fast fashion right here, right now means the likelihood of exploitation somewhere else. The fewer items we buy on impulse, the less demand we place on a world where fast fashion can thrive, and workers can be exploited.

Buying fewer clothes won’t threaten job security for workers if we demand better from retailers. Let’s work toward changing our shopping habits to be willing to pay a little more for clothes that are produced in lower volume and made of higher quality sustainable materials that would stand the test of time – items we could truly treasure for more than a five-minute thrill!