• tomblueassociatess

Earth Day, A time to reflect and choose sustainable fashion in the future.

Today is “Earth Day”. It’s actually the 50th “Earth Day” since it’s incarnation.

As the world faces the urgent challenges as it battles this pandemic together, it’s never been a more poignant time to reflect if every day should be “Earth Day”

Coronavirus and the global lock down has allowed our planet to having a rest. It’s taking a deep breath and starting to heal some of the damage we continually inflict on it every day.

Production, travel, construction has all ground to a halt and this is without doubt helping Earth recover while the virus and lock down continues, however post Covid-19, will we resume to the norm and continue to pollute the earth or will this time be one to reflect and make different choices to help the health of our planet.

FR3ND’s commitment to produce sustainable and environmentally friendly slow fashion is a conscious choice to make a difference to what you wear and how you can make a difference.

We take responsibility not only for the production of our shirts, but the entire lifespan of the garment to include how it’s worn, washed and disposed. We carefully select the fibres and components for our shirts based on quality and performance but also for the impact on the planet through production, wear and disposal.

We are not focussed on low cost, high margins or hitting critical price points engineered to look attractive to consumers without regard to the pollution they cause the planet. We focus on creating high quality, timeless classic shirts that will last and are as sustainable as possible.

The 2017 WRAP report found the amount of clothing disposed of in UK landfill is over 300,000 tonnes with a large percentage of that being produced using synthetic fibres that take decades to degrade and when they do degrade, pollute the earth due to their toxic fibres. The same report highlights the impact cotton production has on the planet resources, using over 27,000L of water to produce 1 shirt. Sure it’s a natural fibre and therefore you would think healthier for the planet that synthetics, however it’s not just the water it uses to grow the cotton that is the issue, 16% of the worlds pesticides are also used to farm cotton and when you purchase a non-iron cotton shirt, additional harmful chemicals are used such as Formaldehyde to stiffen the fibres.

Synthetics or “Plastic Fashion” contributes to 35% of the microplastics in the marine environment and every time these synthetic garments are washed, additional microplastics are washed away into our oceans. Research has found that a typical 5kg wash load of synthetic fibres such as polyester, acrylic and even recycled polyester releases more than 6 million microfibres destined for the oceans. By contrast, our Merino Shirts don’t need to be washed as much as cotton or synthetic shirts because they don’t hold bacteria that cause bad odour, and when they are washed, the natural and harmless fibres washed away will degrade before they even reach the oceans.

Traceability and transparency is paramount to FR3ND brand values and we are proud that we have taken the time to fully understand the entire process from fibre to finished product. We know where the fibre originates from, who spins this and then weaves it into a fabric and who then stitches the shirts together. The full production process has been carefully considered and partners have been chosen based on their knowledge, quality and care for the planet but also for their workers.

At FR3ND, our belief that curbing fast-consumption habits is by far the most effective way to reduce fashion’s harmful impact on the planet and the fibres used to produce clothing plays a significant role in this. Producing classic, slow fashion which are durable and require less washing that are also sustainable, and biodegradable is our priority.

Highlighting Earth Day and taking the time available due to lockdown to digest the impact fast and toxic fashion is having to the planet hopefully resonates and allows us all to make a more conscious choice when it comes to what we wear.

Stay safe during these testing times.