Deadstock has had less-than-positive connotations that have kept it out of the spotlight in the past.
Author:Whitney BauckUpdated:Oct 16, 2018Original:Apr 26, 2017Welcome to Sustainability Week! While Fashionista covers sustainability news and eco-friendly brands all year round, we wanted to use this time around Earth Day and the anniversary of the Rana Plaza collapse as a reminder to focus on the impact that the fashion industry has on people and the planet.
The claim that this fabric could be kept out of landfills by smaller brands buying it up sounded great, but I was also a little skeptical. Why hadn't I heard people talking about deadstock before? Was it really that straightforward to prevent waste? And if so, would everyone be using it soon? Since some of B&J's major clients are theater companies that may produce variations on the same costume for years — think something like "The Lion King," which has been on Broadway for over a decade — having fabrics that designers know they can return to buy consistently is important. For some large fashion brands, the same is true, as being able to make sizable quantities of the same garment or re-make a bestseller for next season is a priority.
He adds that it's possible to get deadstock from big-name designers, too, which can add brand value. Sure, Gucci may not release fabric until 10 years have passed since its runway debut, but Gucci fabric from 2007 is still Gucci fabric. Access to that kind of quality and unique fabrication can be enticing for smaller labels, especially since deadstock often comes at a discounted price.
In spite of these hurdles, many brands — Reformation included — have become excited about using deadstock in recent years for one simple reason: "There's nothing more sustainable," Talbott says. "We're giving a second life to fabric that was destined for the landfill." As customer demand for environmentally responsible clothing grows, deadstock is becoming an increasingly appealing option for many.
"I think it's pretty rare for it to go truly unpurchased," Yudekovitz says. "I know for secondhand clothing, remainders often go to foreign countries if they can't be sold here. I imagine with fabric it's sort of the same thing." He adds that some brands even purposely send their leftovers to somewhere like Australia, where they can still fetch high prices but are less likely to end up featured in the lines of a brand's direct competitors.
Norge Siste Nytt, Norge Overskrifter
Similar News:Du kan også lese nyheter som ligner på denne som vi har samlet inn fra andre nyhetskilder.
Will Sustainable Fashion Ever Beat Value Fashion?There’s no doubt that “sustainable fashion” is not as available or popular as it needs to be. 🔐
Les mer »
There’s a Big Problem With Michelin’s New Sustainability AwardsRelae chef Christian Puglisi says the guide’s 'sustainable gastronomy' designation is greenwashing
Les mer »
Influenced: I Bought the Fashion-Forward T-Shirt That's All Over InstagramThe t-shirt of all t-shirts, this Frankie Shop padded muscle tee has become a cult basic among fashion girls, including our senior fashion editor.
Les mer »
Ralph Lauren to Cancel April Fashion Show Due to the Coronavirus OutbreakAdd RalphLauren to the list of companies that are canceling events due to the coronavirus outbreak.
Les mer »
Louis Vuitton Closed PFW With a Theatrical SpectacleNicolas Ghesquière transformed his fall 2020 runway at Paris Fashion Week into a drama.
Les mer »
This Season, There’s a Black Manicure for Every MoodLooking for your next manicure shade? Black polish—for every mood—is having a moment on Fashion Week's runways.
Les mer »