Filed under April 2012

Sustainable Fashion: From Awareness to Action

Last week, we attended a panel discussion organised by five students from MA Fashion and the Environment course at the London College of Fashion. Chaired by the dynamic Tamsin Omond from the Suffragettes-inspired environmental action group Climate Rush, the event put forward five ethical fashion experts who were asked to comment upon various issues. Speakers included Amisha Ghadiali, writer of ’12 Rules to Dress by’, three representatives from the sustainable fashion collective Here Today Here Tomorrow and Environmental Justice Foundation‘s Rebecca Attwood.

During the evening it was mentioned that there are two different ways of achieving sustainability. The first option, which is probably the most well-known, is the choice of responsible materials and a transparent supply chain. Although a strategy with great potential, it is too often an extremely difficult path to take, due to the high costs and the reluctance of the fashion industry to change.

The second option is the education of consumers, whether is it through raising awareness, encouraging slower consumption and responsible labelling. Here at Antithesis we find this alternative much more promising. For example, did you know that up to 80% of the environmental impacts of your garments are caused by laundering? Wearing your clothes a few times before washing, choosing cold water cycles and banning tumble-drying are all small actions that have great repercussions. Want to do more? Spread the word!

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The Antithesis Collective

Each season we will be working in collaboration with a new designer in order to develop a one-off product to complement our collection. This will not only enable us to expand our range, but also allow recent graduates to bring their designs to the market. For the first edition of the Antithesis Collective, we approached Charlie Goldthorpe, an artefact and accessory maker who graduated from the London College of Fashion in 2010. Combing heritage and modern craft techniques, her work has personality and aims to capture the essence of the user within the product: ‘I am excited to work with Antithesis as I love the idea of a garment or accessory being multifunctional as in today’s society we’re always on the go!  It is a fantastic challenge to design such an item and I’m thrilled to be collaborating!’.

Here are a few images from her final MA collection. Can’t wait to see the results? Neither can we!

For more info, visit Charlie’s website.

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Behind the Seams

We thought we would tell you a little bit about us, the team behind Antithesis. Renée Lacroix and Zahra Ash-Harper met just over a year ago during an event, How to Start-Up in Fashion, organised by University of the Arts London. After realising how much we had in common business-wise, we decided to partner up for our final MA project. Our ideas gradually evolved into a brand and, upon graduating, we decided to follow our dreams: launching our own label.

While we had the same business idea, offering versatile and multi-functional womenswear, our vision unfolded from two distinct paths. As a designer concerned by over-consumption and its environmental impacts, Renée’s interests are primarily linked to sustainability. With a philosophy degree under her belt, Zahra’s motivations are driven by the idea of empowering female consumers by providing choice, facilitating individuality and co-creation in fashion garments.

With a career background in project management and communications, Zahra is responsible for overarching business strategy, day-to-day management of the business, marketing and communications. Trained as a womenswear designer, Renée is responsible for art direction, developing the brand image and product management from research to design and production.

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This Is Not Suede

For our first collection we are very happy to have partnered with Alcantara, an Italian manufacturer we met in Paris last February. Alcantara produces a unique, luxury and innovative covering material ressembling suede. Not only is it comfortable, light and breathable, it is also easy maintenance. The company shares many values with Antithesis: it is made locally and, since 2009, their production cycle is carbon neutral. We can’t wait to introduce it in our garments! For more info, visit Alcantara.

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