By HOLLY JACKSON
Environmentally friendly initiatives in the fashion industry are often discussed and praised, but rarely are we given such an immediate and dramatic reminder of how needed they are than we have over the past few weeks. The fires in Australia are horrible beyond measure, costing countless animal lives and displacing huge numbers of people. They’ve also harmed the environment permanently by causing damage that the landscape may never be able to recover from.
If people my age and our children want to have even a minimally healthy planet to live on, companies and individuals need to act now to produce dramatic and fast changes in the industry. This is not thinking ahead – this is merely planning for what is happening environmentally right now. It may not be possible to stop the damages at all, but massive change might contain them to the current level.
Ewa Bien is getting a lot of great press lately. In part this is because of a resurgent interest in Polish bras, but it’s also because they produce well-fitted pieces that are truly elegant. We’re going to talk more about them today, but in an environmental context.
An Ewa Bien press release came across my desk recently which asked a truly relevant question for the industry: Why can’t elegant and sensual lingerie be environmentally friendly? There’s no great answer for this, except that not that many people have truly tried. Ewa Bien’s Diamond line, made in cooperation with Inter Spitzen AG, is tackling this issue and proving that it can be done.
This lingerie line is environmentally friendly and made from plastic bottles! It meets the Global Recycled Standard Certificate and has a much lower environmental impact than other types of lingerie. It’s also beautiful, so customers don’t have to sacrifice style for sustainability. With more consumers interested in buying sustainable pieces, this is both environmentally and economically clever.
Fashion consumers are already becoming more aware of their impact on the environment and the world around them. Many customers would already like to buy more sustainable clothing options, but are faced with a range of choices that don’t fit or are not stylish. Brands like Ewa Bien are bridging that gap and are what the future of the industry can look like.