ATLAS OF SUSTAINABLE COLOURS

Where

FOS x Lab E20 during Fashion Revolution

Week 2023 in London

Target audience

Textile and fashion designers, colour designers, makers and dyers, colour developers, fashion users

Format

Webinar titled “Colourosity: mapping the impact of sustainable colours.” The webinar featured a conversation between industry professionals focusing on sustainability in colour creation. It was live-streamed during the event and published on the Fashion Revolution YouTube channel

How did it go?

Attendance: 82 live stream viewers, 6 inperson attendees at the Lab E20 event. The webinar was inspiring and informative, with attendees resharing screenshots on social media, particularly the final slide with personal action points. Social media engagement increased by more than 50%. The video is still available to watch.

Learnings

The first draft of Colour Impact Catalogue Criteria (the entry-level framework for colour producers who want to communicate their environmental and social practices) based on the research into existing frameworks conducted by supporting partner Vienna Textile Lab to develop a business opportunity in becoming a digital agency dedicated to (visual) communication of the impact that dyes have on all fashion users. The project’s framework includes guidelines on the green chemistry principles explaining what can be recycled from the dyeing chemical process and proposes use of other industries’ waste streams.

The webinar effectively conveyed the negative impacts of conventional dyes and introduced sustainable alternatives. Attendees appreciated the call to action and felt inspired to make changes in their practices. The webinar attracted a diverse audience, including press, stakeholders, academia, sustainable fashion enthusiasts, and professionals from the colour, textile, fashion, and art fields. This indicates a growing interest in sustainable colour practices. Presenting the digitization of colour swatches demonstrated the potential of using a digital catalogue to preview colours before dyeing. However, testing the final colour on the chosen fabric is still essential. Action points presented at the end emphasised practices such as re-dyeing old clothes and mindful care for coloured garments. This highlights the importance of educating users on proper colour care and encouraging a shift in consumer behaviour.

Overall, the event was successful in raising awareness about sustainable colour practices and engaging a wide range of industry professionals and enthusiasts. The positive feedback and increased social media engagement indicate a growing interest in sustainable fashion and the potential for change in the dyeing industry.

Website www.aosc.online

B Hen

The project

BÉHEN is a Portuguese brand based in Lisbon focused on promoting and preserving Portuguese craftsmanship by working directly with local embroiderers and artisans to transform antique textiles such as bed covers and tablecloths into design pieces. BÉHEN was launched in March 2020 at Lisbon Fashion Week. In December 2020 BÉHEN won The Sustainables Award by the International Sustainable Agency. In January 2021 Levi’s Portugal invited BÉHEN to create an Up-cycling capsule collection. They have collaborated with dozens of other Portuguese young creatives, NGOs such as Aga Khan Foundation in Portugal.

Where

Lisbon, Portugal (headquarters), collaboration with craft textile community in the Atlas Mountains, Morocco

Target audience

Clients, Press, Retailers

Format

Short documentary video showcasing the creative collaboration between Behen and the artisan community, uploaded on YouTube and shared with Fashion Revolution Open Studio to amplify.

How did it go?

The video received positive feedback from close friends in the industry, generating curiosity about the community in the AntiAtlas and the techniques used. 3,244 plays on Instagram (as reels), 7 saves, 20 comments, and 151 likes (as of June 5th).

Learnings

The documentary effectively portrayed the creative journey and highlighted the importance of time, love, and patience required for sustainable production and collaboration. It showcased the cultural exchange between Behen and the artisan community, creating curiosity and interest among viewers. By using hemp, linen, and wool, Behen demonstrated its commitment to sustainable materials and merged traditional techniques from the Azores with local tapestry patterns, promoting cultural heritage preservation. The collaboration with the craft textile community in the Atlas

Mountains and the resulting documentary showcased Behen’s commitment to sustainable production, collaboration, and cultural exchange. The positive feedback and social media engagement indicate the successful communication of Behen’s values and the growing interest in their work.

Website www.behenstudio.com

Loom

The project

The Loom app connects you with designers to create custom made clothing. You can shop in two ways… Explore designs and add your measurements at checkout. These will be custom made to fit you perfectly. Or want something totally bespoke? Create a Project!

Where

Showcase event at Fashion Revolution Open Studios, collaboration with designers Tabby (from Reconsidered), BEEN London, and Preloved. Interview on BBC Radio London.

Target audience

Investors, journalists, designers, potential customers

Format

Video demonstrating how to upcycle clothes using Loom, participation at Fashion Revolution Open Studios

How did it go?

Positive feedback from journalists and designers, with their questions helping improve the web app for simplicity. Over 300 followers, latest reel receiving over 100 likes. Reached 1800 accounts and engaged with 200 in the last 3 months. LinkedIn posts received over 100 likes and comments. Partnered with 15 more designers and met influential individuals, expanding the network and raising funding opportunities. Interview on BBC Radio London about Loom and the project.

Learnings

Collaboration with other brands and designers proved valuable in expanding the network, generating ideas, and creating opportunities for growth. Showcasing efforts helped build a community of customers and designers passionate about sustainability and fashion, driving momentum and brand awareness. The video showcasing the use of Loom to upcycle clothes effectively communicated the mission and value of the project, encouraging circular and sustainable practices.

The showcase event and collaborations with Tabby, BEEN London, and Preloved allowed Loom to introduce its mission, demonstrate the use of Loom for upcycling, and drive positive change in the fashion industry. Positive feedback, media coverage, and growing social media engagement indicate the success of the showcasing efforts. The emphasis on collaboration, networking, and community-building will continue to be key strategies going forward, as Loom aims to expand its impact and create meaningful change in the fashion industry.

Website www.app.loom.fashion